The Nordic TV and streaming market is set to grow to €10.7 billion in 2025, with online video offsetting further declines in traditional television, according to new figures from Mediavision.
Total market turnover – including subscription, advertising and public service revenues – is expected to rise by 2% year-on-year at constant exchange rates. While revenues from traditional TV are forecast to fall by 6%, streaming is projected to climb by 12%, more than filling the gap.
The Stockholm consultancy says growth is being underpinned by rising consumption and continued willingness to pay for online video. Nearly 70% of 15–74-year-olds in the Nordics now watch online video on an average day, with usage high across all age groups. Among 65–74-year-olds, roughly half now view online video daily – a 15% increase on 2024.
“Online video is now integrated into media consumption – regardless of age,” said Fredrik Liljeqvist, principal analyst at Mediavision. “Younger viewers are increasingly consuming social video, while older viewers prefer public service and other local streaming services. The market is therefore clearly being driven in several directions at once – something that increases both complexity and competition.”
