Daily time spent watching online videos in Sweden 2018-2019, by service type

From 2018 to 2019, the average viewing time of all online video service types increased by nearly half an hour in Sweden. In total, people in Sweden watched video on demand more than two hours per day on average in 2019, up from roughly one and a half hours the previous year. Most of the viewing time was spent on the subscription model (SVoD), including for example Netflix, HBO Nordics, as well as Viaplay. The second most popular service type was advertising video on demand (AVoD). Swedes spent over 40 minutes per day on platforms like YouTube, Viafree, or TV4 Play.

Which other VoD types are available in Sweden?

When comparing the daily reach of online video services in Sweden, another type wins the race in Sweden: so called Playtjänster (English: Play services). According to the market research company Mediamätning i Skandinavien, the Playtjänster model includes AVoD, freely available content (FVoD), and broadcaster video on demand (BVoD) or web TV platforms. The online video services of public broadcasters Sveriges Television and the Swedish Educational Broadcasting Company belong to both models, FVoD and BVoD. Other Swedish online television services, like Viafree or TV4 Play, are advertised based content. Additionally, other VoD types are social media content, piracy services, as well as paid services, including SVoD, TV Everywhere, and pay-per-view services.

Which VoD platforms are most popular in Sweden?

Netflix was the most popular of all the 17 video streaming and download platforms available in Sweden, with over two thirds of the population using it in 2019. The by far most viewed online TV (or BVoD) service was Sveriges Television’s SVT Play. Ranked second was TV4 Play, since 2019 owned by the Swedish telecommunication company Telia.