Broadcasters urge EU to tighten rules for big tech in smart TV battle
NEWSLETTER
25 March 2026
Welcome to another edition of Mediavision’s newsletter. Here are the main topics this week:
- – Media spending stabilizes in Sweden – text loses ground to audio and video
- – Broadcasters urge EU to tighten rules for big tech in smart TV battle
- – Prime Video to make Swedish Royal drama series
- – Norwegian Eliteserien temporarily closes streaming service over VPN concerns
MEDIA ECONOMY
Media spending stabilizes in Sweden – text loses ground to audio and video
In 2025, average household spending on audio, text, and video amounted to nearly SEK 800 per month. Over the past five years, spending has grown significantly from SEK 685 per month in 2020.
Despite this long-term growth, developments between 2024 and 2025 indicate a slowdown. This suggests that households are beginning to reach a ceiling for their media spending, leading to increased competition between media categories.
Audio and video account for the strongest growth. Spending on audio has increased significantly, from just over SEK 100 per month in 2020 to SEK 170 in 2025, corresponding to an increase of around 70 percent. Video has also grown over the period, reaching nearly SEK 500 per month in 2025, compared with SEK 435 in 2020.

Read up one the full press release here with commentary from Mediavision’s CEO Niklas Schultz.
SMART TV
Broadcasters urge EU to tighten rules for big tech in smart TV battle
The world’s largest broadcasters have urged the EU to enforce regulations on smart TVs and smart assistants built by Google, Amazon, Apple and Samsung. These devices should fall under the EU’s toughest tech rules because of their growing market power, broadcasters told EU antitrust chief Teresa Ribera on Monday.
The call came in a letter from the Association of Commercial Television and Video on Demand Services in Europe (ACT), whose members include Canal+, RTL, Mediaset, ITV, Paramount+, NBCUniversal, Walt Disney, Warner Bros. Discovery, Sky and Groupe TF1.
The letter argues that Big Tech companies have increasing control over the operating systems of smart TVs and voice assistants, allowing them to act as “gatekeepers,” funnelling users towards some content and away from others.
Services such as Amazon’s Fire TV and Google TV have recommendation systems, as well as search functions, that may prioritise some content over others. These systems, built into many smart TVs, stand to shape how millions of users consume television.
“A limited number of operators are therefore gaining a growing ability to shape outcomes for millions of users and businesses by controlling access to audiences and content distribution,” ACT wrote in a letter to the EU’s antitrust chief, Teresa Ribera, as reported by Reuters.
“It is crucial that the Commission designate major TV operating systems as gatekeepers and ensure adequate oversight to guarantee fairness and contestability,” the broadcasters said.
Google, Amazon, Apple and Samsung did not immediately respond to Reuter’s emailed requests for comment.
CONTENT
Prime Video to make Swedish Royal drama series
Prime Video is making a TV series about the love story of Sweden’s Queen Silvia and King Carl XVI Gustaf. The new series, described by the media as a Swedish version of Netflix’s The Crown, has the working title Queen Silvia.
The series begins at the 1972 Summer Olympics in Munich, where the couple’s love story also began in real life. German actor Alicia von Rittberg plays Silvia Sommerlath, while Edvin Endre, who previously portrayed Spotify founder Daniel Ek in The Playlist, takes on the role of Crown Prince Carl Gustaf. The series is set in Munich, Stockholm and the French Riviera.
Prime Video will carry the show in Germany, Austria, Switzerland and the Nordics. SAT.1 will air it free-to-air in Germany. Beta Film is handling international sales, while Germany’s Pyjama Pictures and Sweden’s Unlimited Stories are co-producing the series. It is directed by Portuguese filmmaker Miguel Alexandre, who also co-wrote the script with Lisa Hofer and Pauline Wolff.
Queen Silvia is expected to premiere in conjunction with the royal couple’s golden wedding anniversary in June this year.
SPORTS
Norwegian Eliteserien temporarily closes streaming service over VPN concerns
Earlier this month, the Norwegian top-tier football league Eliteserien launched a new streaming service for fans outside Norway. The service has now been taken down temporarily due to concerns that fans in the Norwegian market were using VPN services to access it.
The new international streaming service offered all Eliteserien matches for EUR 8.99 a month, equivalent to NOK 99. TV 2 holds the rights to Eliteserien in Norway, where it is included in a package with films, entertainment and international football, costing NOK 399 with ads or NOK 469 ad-free per month.
Knut Kristvang, chief executive of Norwegian football body Fotball Media, told Dagbladet: “If it is the case that these streams and subscriptions are being used to make the matches available for illegal distribution via IPTV, then we must change or remove this. We have therefore suspended this offer and this service until further notice.”
The low price point was an “introductory offer”, according to Kristvang.
He continued: “We have no desire for this to be perceived as differentiated pricing between Norway and markets outside Norway for this service, so we have taken this offer down and removed access for now.”
Lene Eltvik Vindfeld, TV 2’s communications director, told Dagbladet: “It is not unusual for Norwegian football to sell its product in other countries – just as we in Norway can watch leagues from other countries. What we are concerned about is the security of these services, so that this does not become a backdoor to circumvent our rights here at home.”
Mediavision in the News
Medieutgifterna planar ut – fler väljer ljud och video framför text – Dagens Media
Sweden: Media spend stabilises – Advanced Television
US Platforms Command 75% of Europe’s Streaming Market – Señal News
Paramounts köp av Warner – så påverkas svenska konsumenter – Dagens Nyheter
Spotify har føjet en million abonnenter til det svenske lydbogsmarked – Mediawatch
Swedish Video Spending Hits Record High as Streaming Drives Market Reshaping – Señal News
Netflix–Warner Bros deal could cement Nordic streaming dominance – Broadband TV News
Spotifys nya drag: ”Tror på något annat” –SvD
Nya poddtrenden: Går över till video – ”Roligare” – Expressen
Traditional TV viewing in Sweden falls to less than a third of overall watch time – C21 Media
