A. Guttmann
Research Lead covering media
Media usage in Sweden - statistics & facts
What is the most popular medium among Swedish consumers? According to recent data, video, including TV and streaming, take the lead when it comes to daily media usage in Sweden. As of 2023, more than 90 percent of persons in the country stated to have used it every day. Social media climbed this ranking to the second place, at 85 percent, and radio closed the top three with 77 percent. The increase in the use of social media, which surpassed music listening and radio consumption, points to the growing popularity of digital entertainment and pastimes in Sweden.
Video streaming is growing in popularity and social media is racing towards the top of the usage rankings, and Swedes are moving to digital entertainment. All in all, media consumption in Sweden is pivoting from traditional to online sources, in line with the direction many economies around the world are experiencing.
Traditional TV fighting to keep the lead
When it comes to time spent consuming media, broadcasting media are still the most popular. But perhaps, not for long. Swedes watched linear TV for over 60 minutes per day in 2023, falling from over 70 minutes recorded a year before. Data shows that the reach of TV in Sweden is dropping year-on-year. Due to cord-cutting and the increasing proliferation of streaming services, the number of analog TV subscriptions has dropped significantly between 2019 and 2020 and it continues on this path. On the other hand, video streaming in Sweden is showing a positive growth trend, with 65 percent of Swedes watching video streaming services in the most recent period.Are print media experiencing a revival in Sweden?
Although the share of individuals who read newspapers daily experienced a significant spike in 2022, it fell again in 2023, and the time spent reading printed newspapers in particular has registered a serious drop over the past decade. Lately, only two percent of media time in Sweden is devoted to daily newspapers. In contrast, the daily reach of newspapers on the internet more than tripled within the past ten years. This development follows the general global trend where print newspapers are replaced with their digital, more accessible counterparts.Video streaming is growing in popularity and social media is racing towards the top of the usage rankings, and Swedes are moving to digital entertainment. All in all, media consumption in Sweden is pivoting from traditional to online sources, in line with the direction many economies around the world are experiencing.
