Market Insights Advertising & Media Advertising

TV & Video Advertising - Sweden

Sweden

Ad spending in the TV & Video Advertising market in Sweden is forecasted to reach US$1.17bn in 2024.
The largest market is Digital Video Advertising with a market volume of US$0.63bn in 2024.
When looking at global comparisons, the United States is expected to lead with ad spending reaching US$143.80bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be US$64.94 in 2024.
By 2029, the number of TV Viewers in Sweden is expected to reach 8.72m users.
Sweden's TV & Video Advertising market is witnessing a surge in programmatic buying, revolutionizing ad placements and targeting strategies in the industry.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Sweden has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing popularity of digital platforms.

Customer preferences: Swedish consumers are increasingly turning to digital platforms for their entertainment needs. With the rise of streaming services and video-on-demand platforms, traditional TV viewership has been declining. This shift in customer preferences has led advertisers to allocate a larger portion of their budgets towards digital advertising, including TV and video ads on online platforms.

Trends in the market: One of the key trends in the TV & Video Advertising market in Sweden is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized ads in real-time. This trend has been driven by advancements in technology and data analytics, which enable advertisers to optimize their ad campaigns and reach their target audience more effectively. Another trend in the market is the growing importance of mobile advertising. With the widespread use of smartphones and tablets, consumers are spending more time on mobile devices, including watching videos. Advertisers are leveraging this trend by investing in mobile-friendly ad formats and platforms, such as in-app ads and mobile video ads.

Local special circumstances: Sweden has a highly connected population, with a high internet penetration rate and a strong digital infrastructure. This has created a favorable environment for the growth of digital advertising, including TV and video ads. Additionally, the Swedish population is known for its high level of digital literacy, making it easier for advertisers to engage with consumers through digital channels.

Underlying macroeconomic factors: Sweden has a strong and stable economy, which has contributed to the growth of the TV & Video Advertising market. The country has a high GDP per capita and a well-developed advertising industry. Advertisers in Sweden have the financial resources to invest in TV and video ads, and the market is competitive, driving innovation and creativity in advertising campaigns. Additionally, Sweden has a strong culture of consumerism, with a high level of disposable income and a willingness to spend on entertainment and leisure activities. In conclusion, the TV & Video Advertising market in Sweden is experiencing growth due to changing customer preferences, the increasing popularity of digital platforms, and the favorable macroeconomic conditions in the country. Advertisers are adapting to these trends by investing in programmatic advertising and mobile advertising, while leveraging the highly connected population and strong digital infrastructure in Sweden.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.