Finland is falling behind the rest of the Nordic region in streaming growth as audiences increasingly shift towards social video platforms such as TikTok, Instagram and Snapchat, according to new research from Mediavision.
The research group said online video viewing in Finland exceeded 85 minutes per person per day during spring 2026, representing annual growth of 10%. Much of the increase was driven by social video consumption, which rose 32% year-on-year and now accounts for almost 30 minutes of daily viewing.
“Younger audiences spend significantly more time on global social video platforms. Today, social video represents roughly one-third of all online video consumption in Finland, and close to half among consumers aged 15–34,” said Fredrik Liljeqvist.
However, while social video usage in Finland is broadly aligned with the Nordic average, viewing of subscription and broadcaster streaming services remains significantly lower than elsewhere in the region.
Finnish consumers spend less than one hour per day using services such as Netflix, YouTube and public broadcaster Yle’s Yle Areena, compared with more than 70 minutes across the wider Nordic region.
Mediavision said one of the reasons was the relatively slow development of bundled streaming offers in Finland. Bundling penetration stands at around 15%, compared with approximately 40% in neighbouring Nordic markets.
“Bundling has become an increasingly important driver of streaming growth across the Nordics. Finland’s weaker development has created a structural disadvantage for paid streaming services competing for consumers’ viewing time,” Liljeqvist said.
The findings come as streaming platforms across Europe face growing competition for viewing time from short-form and social video services, particularly among younger audiences. Recent Nordic market data from Mediavision also showed global platforms now account for the majority of video viewing in Norway, where traditional television viewing has more than halved since 2017.
