Ad-funded online video has emerged as one of the fasters-growing formats on social media platforms.
Also known as social video, the Stockholm-based consultancy Mediavision, says during spring 2025, more than seven million individuals aged 15-74 watched social video on an average day across the region. This represents an increase of around 30% when compared to spring 2024, putting further pressure on local players who are seeing their audiences decline.
Facebook and Instagram maintain the highest daily reach in the Nordics, closely followed by TikTok, all contributing to the strong upward trend.
“The continued growth of social video signals a significant shift in video consumption patterns across the Nordics”, says Fredrik Liljeqvist, Senior Analyst at Mediavision. “Given the high daily reach, particularly among younger audiences, both advertisers and media stakeholders need to adapt to a more competitive landscape where platforms like Meta and TikTok are gaining ground.”
While local players still account for over half of total video viewing, primarily due to strong performance in traditional TV, their share drops to less than 30% when only online viewing is considered. As viewing behaviour increasingly shifts towards online and social platforms, the pressure on local actors is expected to increase going forward.
However, Liljeqvist adds that hybrid subscriptions (HVOD) are seeing significant traction among Nordic consumers.
