Average Swedish household spending on media reached close to SEK 800 (€69) a month in 2025, according to new analysis from Mediavision, though growth is now beginning to stabilise.
The research company said household spending across audio, text and video has risen markedly since 2020, when the average stood at SEK 685 (€59) a month. However, developments between 2024 and 2025 point to a slowdown, suggesting consumers may be nearing a ceiling in what they are willing to spend on media.
Mediavision said the levelling off is intensifying competition between different media categories, with audio and video continuing to take share at the expense of the written media.
Audio recorded the strongest growth over the five-year period, rising from just over SEK 100 (€8.70) a month in 2020 to SEK 170 (€14.80) in 2025, an increase of around 70%. Video spending also grew, reaching almost SEK 500 (€43.50) a month in 2025 compared with SEK 435 (€37.80) in 2020.
Niklas Schultz, CEO of Mediavision, said audio and video were continuing to capture a greater proportion of household media budgets, while text was facing tougher challenges in building sustainable digital business models.
Mediavision added that the Swedish media market is also becoming more globalised as digitalisation accelerates, increasing competitive pressure on local providers from international services across all categories.
Schultz said competition had become significantly tougher in only a few years, creating new demands around both content and digital development.
