Competition between streaming services in Sweden increased significantly in 2024.
Stockholm-based Mediavision’s latest analysis of the Swedish TV and streaming market found the number of paid streaming subscriptions hit a new record last year and that newer services in particular are taking market share.
Nearly one million paid streaming subscriptions were added in 2024, meaning that Swedish households are currently paying for almost eight million subscriptions. At the turn of the year, a paying household had an average of 2.7 streaming subscriptions. This is a new record and an increase of 10% compared to 2023. It is mainly the newer services that are driving the increase, such as Prime Video and SkyShowtime. However, the services that were launched early, such as Netflix, have stable household penetration.
“The market is in a new phase, where more and more services offer video,” comments Fredrik Liljeqvist, senior analyst at Mediavision. Social video is playing an increasingly important role, while several new global streaming players are emerging in our home market. The players at the top are experiencing significantly tougher competition today than just a few years ago.
The increased competition means that the gap with the market leader Netflix is also narrowing.
Mediavision expects the number of subscriptions per streaming household will continue to increase.
