Nordics: YouTube users 2024, by country

As of January 2024, Sweden had approximately 8.5 million YouTube users, while Norway had around 4.5 million. This substantial user base highlights the platform's significance in the region's digital landscape, where it serves as a key source of entertainment and information for millions across Scandinavia. Finland had approximately 4.5 million YouTube users, while Iceland had approximately 276,000 YouTube users as of the examined period.

 Gender balance and usage patterns

YouTube's appeal is relatively balanced between gendered demographics in the Nordic region. In Denmark and Finland, women accounted for 50 percent of the platform's audience. In Norway, YouTube’s reach appears particularly strong, with almost one-third of internet users reporting daily access to YouTube in the fourth quarter of 2023. This frequent engagement underscores the platform's integration into daily media consumption habits across the region. 

YouTube content creators

Nordic countries foster a vibrant YouTube creator ecosystem, with local channels garnering significant attention. Despite reducing his online presence recently, Swedish YouTuber PewDiePie has been a trailblazer for global content creators. In June 2024, PewDiePie’s channel counted around 111 million subscribers, still ranking among the most popular content creators in his native Sweden. Despite his global popularity, Swedish audiences have started preferring channels with content specifically tailored to their language or comedy style, such as the trio IJustWantToBeCool2 and Familjen Lundell, which ranked as the most popular channels in Sweden for reach and user engagement.