Online video viewing reached a new all-time high in Sweden during the fourth quarter of 2015.
Mediavision says Swedes watched 36 minutes per day of streamed online video during the period. The increase has been driven by an increase in viewing to US-originated services including Netflix and YouTube.
“Streamed video services can no longer be seen as a marginal phenomenon for young consumers. We have passed a new breakpoint where we see a rapid growth for online video throughout the line. Consistently, ad investments are reflecting this shift, with advertisers redistributing their budgets to online”, says Marie Nilsson, CEO, Mediavision.
Nearly 40% of those aged between 15 and 74 watched online video on an average day in the fourth quarter; this represents close to three million Swedes. It represents a 20% uplift on the same period in 2014.
The increase in viewing is not only seen in the number of daily viewers, but also in the time spent viewing. Total viewing time was up 47% year over year.
Between them Netflix and YouTube command more than 50% of total online viewing. Only public service channel SVT1 and commercial channel TV4 has a higher daily viewing time in the age group 15 to 74 years.
