Nearly 45% of Swedes watch online video on an average day, a figure that is high when compared with other markets.
Among the young the reach is significantly higher with the percentage rising to 60% among 15-24 year olds.
Swedish consultancy Mediavision found two content categories to be particularly popular; high-end drama seen on Netflix and HBO Nordic, while user generated content on services including YouTube and Twitch has proven popular, often based around gaming and e-sports.
“The dominant position of global streaming services among young Swedes is certainly a headache for media players that are only active in Sweden or the Nordics. Especially since young age groups are transitioning away from traditional broadcast TV at such a high rate,” says Marie Nilsson, CEO at Mediavision. “Competition has simply grown tougher for local media players, which in turn makes it even harder to attract young audiences. In the long run, this may threaten the position of local media.”
The difference in online video consumption between age groups grows smaller over time. Currently, the shift from traditional broadcast TV to online video is quickest among older age groups. As an example, during an average day in the third quarter, almost 30 per cent of 55-74 year old Swedes watched online video.
