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Swedish video streaming reaches new record

August 31, 2020 14.07 Europe/London By Julian Clover

The streaming of online video sites in Sweden rose to a new record in the second quarter.

Stockholm-based consultancy Mediavision says that during the quarter almost 70% of all 15-74-year-olds consumed streamed video content daily. Viewing has particularly increased among the elderly resulting in a less segregated viewing audience.

Taken as a whole the audience between 15 and 74 years has a daily reach for online video of 66%. Not only is this a new historical level, but is also an increase of 10% compared to the same period last year, representing 600,000 new viewers added over the last 12 months.

“The fact that close to 70% of the Swedish population now views online video daily is a clear sign that we have entered a new era,” says Natalia Borelius, senior analyst at Mediavision. The market has reached maturity and virtually all people in the ages of 15-74 are now part of the online audience.”

Mediavision believes there are a number of factors behind the increase, many of them related to the coronavirus pandemic. The increase in reach is highest among people aged 65-74 years old, likely a consequence of the imposed restrictions that had particular impact on the elderly population during this period.

Another factor is the increased consumption of news – also related to the pandemic. SVT Play and TV4 Play have benefitted especially from this, both with significant growth.

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Filed Under: Newsline, Research Edited: 31 August 2020 14:07

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About Julian Clover

Julian Clover is a Media and Technology journalist based in Cambridge, UK. He works in online and printed media. Julian is also a voice on local radio. You can talk to Julian on Twitter @julianclover, on Facebook or by email at jclover@broadbandtvnews.com.

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