Video-on-demand: Max (HBO Max) users in Sweden

Selected insights on video-on-demand: Max (HBO Max) users in Sweden

• The age distribution of Max (HBO Max) users and video-on-demand users overall is fairly similar
• There is a fairly even split of male and female Max (HBO Max) users
• Max (HBO Max) has a larger share of users with a high income than other video-on-demand services
• Video-on-demand users in general and Max (HBO Max) users specifically, live in a similar type of communitiy
• Having a good time is more important to Max (HBO Max) users than to other video-on-demand users

Overview

• Introduction

• Brand usage
• Key insights

• Generations
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sports activities
• Sports followed

• Attitudes towards personal finances
• Innovation adoption
• Challenges facing the country
• Politics

• Social media usage
• Media usage by channel
• Digital advertising touchpoints
• Non-digital advertising touchpoints

• Consumer Insights Global survey
• Authors