Social video platforms are rapidly reshaping Sweden’s TV market, with traditional TV viewing now down to just 30% of total video consumption – the lowest level measured by Mediavision.
The consultancy’s Q3 2025 analysis shows Swedes still watch around 2.5 hours of video per day, but 70% of that time has shifted to streaming services and social video. In the past year alone, linear TV has lost roughly 15 minutes per person per day, with that viewing reallocated mainly to TikTok, Instagram, Snapchat and on-demand services.
Social video now accounts for 20% of all viewing and has already overtaken traditional TV among 15–34-year-olds, where legacy channels “have long been losing relevance”. Mediavision principal analyst Adrian Grande says this is “the new normal”, with competition for attention increasingly defined by mobile-first, short-form and creator-led formats.
The shift adds further pressure on broadcasters and pay-TV operators in one of Europe’s most advanced streaming markets. Mediavision data earlier this year showed Swedish paid streaming subscriptions surpassing 9.5 million, with ad-supported tiers driving growth.
Mediavision warns that traditional TV’s historic role as a mass-reach ad vehicle is being eroded, as advertisers follow younger audiences into social and online video. The winners, Grande notes, will be players able to capture audiences online and adapt content and ad models to new formats – a challenge for both domestic broadcasters and global streamers competing in the Swedish market.
