4.3 million Swedes watched online video during the second quarter of 2009, encouraged by major events including the Olympics, the World Cup and the Swedish Royal Wedding. Weekly reach of 2.5% equated to around 35%.
Consultancy Mediavision, which compiled the research, said although younger audiences were consuming the most online content there was a clear spread across all age groups.
In an average week 44% of 15-34 year olds and 29% of 35 -74 year olds are watching online video. Just one year ago the reach among older viewers was just 23%.
As well as the catch-up TV services offered by the traditional broadcasters, online viewers are also turning to newspaper sites.
Mediavision has been following Sweden’s media habits since 2001; it conducts a monthly survey of approximately 1,800 15-74 year olds by telephone and the web.