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.