Online video usage in the Nordics - statistics & facts
Video is one of the most engaging formats for internet users in the Nordics. Audiences in Sweden, Norway, Denmark, and Finland have been enjoying access to globally available streaming services, as well as building a following around their favorite video creators and influencers on YouTube and TikTok.
In 2023, approximately 89 percent of users in Sweden and Norway reported they watched online video content weekly, while internet video audiences in Denmark were approximately 86 percent of the country’s digital population.
In Sweden, regular television viewing accounted for about one hour of daily video consumption, while YouTube video engagement was approximately half the time. In 2023, Swedish audiences spent around 40 minutes daily watching streaming video online. Overall, one-third of Swedish audiences accessed subscription video-on-demand service Netflix. Young users aged between nine and 14 years were the segment with the highest service reach, as approximately half of kids and young teens in Sweden used the popular streaming platform.
In 2023, Netflix was the most used SVoD service in Denmark and Norway, despite losing some ground to newcomers such as HBO’s service Max and Swedish video streaming service Viaplay.
Thanks to its large digital population, Sweden had the largest TikTok audience in the Nordic region, with almost 3.6 million users, followed by Norway with 1.8 million TikTok users and Finland with 1.64 million users. The Chinese-developed social video app was equally popular among women and men alike across the region. Danish women represented around 52 percent of Denmark’s TikTok audience in 2024. TikTok was particularly engaging for young users, as over half of internet users aged between 15 and 19 accessed TikTok daily.
Despite the persistence of traditional TV consumption habits among Nordic populations, online video consumption has gained popularity as an entertainment option for the region's audiences. Users in Sweden, Norway, Denmark, and Finland use online video sites like YouTube and TikTok but can't live without Netflix and streaming movies online. Therefore, the call for on-demand content continues to grow, with the local consumption of online video setting to complement traditional viewing habits with the interactivity of the digital sphere.
In 2023, approximately 89 percent of users in Sweden and Norway reported they watched online video content weekly, while internet video audiences in Denmark were approximately 86 percent of the country’s digital population.
Online video in the Nordics
Subscription video-on-demand (SVoD) was one of the leading types of online video for digital audiences in the Nordics. In 2024, the region registered over 12 million SVoD users, with global players such as Netflix, Disney Plus, or Max (previously HBO) commanding the largest market share in the region.In Sweden, regular television viewing accounted for about one hour of daily video consumption, while YouTube video engagement was approximately half the time. In 2023, Swedish audiences spent around 40 minutes daily watching streaming video online. Overall, one-third of Swedish audiences accessed subscription video-on-demand service Netflix. Young users aged between nine and 14 years were the segment with the highest service reach, as approximately half of kids and young teens in Sweden used the popular streaming platform.
In 2023, Netflix was the most used SVoD service in Denmark and Norway, despite losing some ground to newcomers such as HBO’s service Max and Swedish video streaming service Viaplay.
Social video and user-generated content in the Nordics
YouTube and social video platforms are increasingly competing for consumers’ attention with traditional entertainment platforms, especially among young demographics. As of the beginning of 2024, Sweden had the largest YouTube audience within the Nordics, with around 8.5 million users in the country. The most popular Swedish YouTube creators published content for families or to make users laugh. In 2023, the most engaging YouTubers in Sweden were the brothers’ trio IJustWantToBeCool2, which focuses on comedy and entertainment, followed by The Familjen Lundell, a family-focused YouTube channel.Thanks to its large digital population, Sweden had the largest TikTok audience in the Nordic region, with almost 3.6 million users, followed by Norway with 1.8 million TikTok users and Finland with 1.64 million users. The Chinese-developed social video app was equally popular among women and men alike across the region. Danish women represented around 52 percent of Denmark’s TikTok audience in 2024. TikTok was particularly engaging for young users, as over half of internet users aged between 15 and 19 accessed TikTok daily.
Despite the persistence of traditional TV consumption habits among Nordic populations, online video consumption has gained popularity as an entertainment option for the region's audiences. Users in Sweden, Norway, Denmark, and Finland use online video sites like YouTube and TikTok but can't live without Netflix and streaming movies online. Therefore, the call for on-demand content continues to grow, with the local consumption of online video setting to complement traditional viewing habits with the interactivity of the digital sphere.
