Danes’ viewing habits continue to shift online. Traditional TV now accounts for only 35 percent of all video viewing – the lowest level ever measured by Mediavision. The opposite development is recorded for online and social video viewing, which instead reaches new heights. These findings are presented in Mediavision’s Fall analysis of the Danish TV and streaming market.

During the past year, traditional TV has dropped by over 10 minutes in daily viewing time per person. That viewing is moving to digital platforms as streaming services and social video now gather 65 percent of all video viewing.

In the wake of a shrinking traditional TV market, the market for streaming subscriptions continues to grow. A record number of video streaming subscriptions is recorded in the fall of 2025, with the Danish market reaching a total of 5.3 million paid streaming subscriptions.

Most of the growth since last year comes from global streaming services, which subsequently contributes to a higher share of viewing for global platforms. As a result, traditional TV is now seeing its audience rapidly redistributed – posing challenges to incumbent actors and advertisers alike.

– The Danish market is becoming more globalized every day. The winners will be those who succeed in capturing audiences online and adapting to new consumer behaviors. This impacts both content strategies and advertising investments, says Liljeqvist.

About Mediavision

Mediavision is a Nordic independent analysis and consultancy firm, focused on analysis and strategy within traditional and digital media. 3,000 respondents aged 15–74 are interviewed online each quarter in Sweden. The data from the survey consists of self-reported values from a nationally representative sample.

For more information, contact:

Fredrik Liljeqvist
E-mail: fredrik.liljeqvist@mediavision.se
Tel: +46 8 52 80 90 90

Media

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