The number of paid streaming subscriptions continues to grow in Sweden and has now reached a record high of 11 million. At the same time, the market is characterized by high churn, with over four million subscriptions having been canceled over the past year. This is shown in Mediavision’s Q1 analysis of the Swedish TV & streaming market.

In the first quarter of 2026, the number of paid streaming subscriptions in Sweden amounts to 11 million. This is a new record level and corresponds to an increase of nearly two million subscriptions compared to the same period last year.

Despite a strong increase in subscriptions during the period, the number of canceled subscriptions – also referred to as churn – is high. More than four million subscriptions were terminated over the past year.

– Growth in the streaming market is not one-directional. Behind the increase lies high movement both into, out of, and between subscriptions, says Liljeqvist.

Looking at all paid streaming subscriptions that have been active at any point during the past 12 months – more than 14 million in total – only 40 percent have been stable and “untouched.” The remaining 60 percent consist of either canceled, reactivated, or new subscriptions.

– The high churn level reflects intense competition and dynamic consumer behavior, where households frequently switch between different services and packages. The strong subscription growth we have seen recently is likely not sustainable in the long term. Going forward, it will therefore become increasingly important for services to both retain customers and reactivate former subscribers, Liljeqvist 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:

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

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