Swedish households are spending more than ever on video, according to Stockholm-based analyst Mediavision which is reporting a new record in Q4 2025 as streaming subscriptions continue to gain value.
The average household spent SEK 510 (€48) per month on video in the quarter, up by more than 5% year-on-year, according to the analyst.
Mediavision said streaming was the main growth engine, with spend on streaming services rising by 25% over the past year. Principal Analyst Adrian Grande said the uplift is increasingly being driven by new business models rather than price rises.
While traditional TV viewing continues to fall, pay-TV spending remains resilient and still represents close to half of total household video spend. Mediavision attributed this to operators bundling streaming services into more traditional TV packages, reinforcing their role as aggregators.
The company also pointed to the growing importance of partly ad-funded streaming subscriptions within operator bundles, creating additional revenue streams and helping to offset declines in traditional TV viewing as ad viewing shifts online.
