Swedish households continue to spend more money on video. Growth in streaming services is driving video spending to a new record level in Q4 2025. At the same time, the market is reshaping as more services and business models become established. This is shown in Mediavision’s latest analysis of the Swedish TV and streaming market.

In Q4 2025, the average Swedish household spent SEK 510 per month on video, representing an increase of over 5 percent compared to the previous year. This marks a new record level. The main driver behind the increase is spending on streaming services, which has risen by 25 percent over the past year.

Traditional TV viewing continues to decline significantly, but despite this, spending on pay TV has proven resilient. Traditional pay TV still accounts for close to half of households’ total video spending. A key explanation is that operators are increasingly bundling streaming services together with more traditional TV packages.

– Traditional TV is losing viewers, but household spending has sustained through new bundle solutions where streaming is integrated. Operators are thus maintaining a strong role as aggregators even in the new TV and streaming market, Grande continues.

Streaming services bundled by operators are often partly ad-funded. This creates a new revenue stream for many services, which is particularly important as several ad-funded formats, such as social video, are capturing a growing share of viewing.

– Partly ad-funded subscriptions, bundled by operators, are a key factor behind the stable level of pay TV spending. This type of subscription drives increased online ad viewing and thereby partly offsets the decline in traditional TV viewing, Grande concludes.

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:

Adrian Grande
E-mail: adrian.grande@mediavision.se
Tel: +46 8 52 80 90 90

Media

Download pictures of Adrian Grande and brand assets for press use here.