Media - Sweden

  • Sweden
  • Sweden is projected to reach a revenue of US$8.06bn in the Media market by 2024.
  • The country's largest market within this market is TV & Video, with a market volume of US$3.15bn in 2024.
  • When comparing globally, the in the United States is expected to generate the most revenue, reaching US$525.70bn in 2024.
  • In the Media market, 48.46% of total revenues will come from digital Media market by 2029.
  • The media market in Sweden is experiencing a surge in digital subscriptions, reflecting a shift towards online content consumption among Swedish consumers.

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

Region comparison

Analyst Opinion

The Media market in Sweden has been experiencing significant growth in recent years, driven by changing customer preferences and the emergence of new technologies. Customer preferences in the Media market in Sweden have shifted towards digital platforms, as consumers increasingly consume content online.

This trend is driven by the convenience and accessibility of digital media, as well as the wide range of content available. Streaming services, such as Netflix and Spotify, have gained popularity in Sweden, as consumers are able to access a vast library of movies, TV shows, and music on-demand. Additionally, social media platforms have become a popular source of news and entertainment for many Swedes, further contributing to the growth of the digital media market.

In addition to digital media, there is still a demand for traditional media in Sweden. Print media, such as newspapers and magazines, continue to be popular among certain segments of the population. However, the decline in print circulation has led many publishers to invest in their digital offerings in order to reach a wider audience.

This has resulted in the growth of online news platforms and digital subscriptions. One of the key trends in the Media market in Sweden is the increasing use of mobile devices for consuming media. Swedes are known for their high smartphone penetration rate, and this has translated into a growing demand for mobile-friendly content.

Media companies have responded to this trend by optimizing their websites and developing mobile apps to provide a seamless user experience on smartphones and tablets. Another trend in the Media market in Sweden is the rise of influencer marketing. Influencers, who are individuals with a large following on social media, have become an important marketing channel for brands.

These influencers have the ability to reach a highly engaged audience and can help companies promote their products or services. As a result, many brands in Sweden are allocating a significant portion of their marketing budgets towards influencer collaborations. One of the local special circumstances in the Media market in Sweden is the dominance of public service media.

The Swedish public service broadcaster, SVT, has a strong presence in the media landscape and is funded by a license fee paid by all households with a TV. This has created a unique media environment in Sweden, where public service media plays a significant role in shaping public opinion and providing a wide range of content. Underlying macroeconomic factors, such as Sweden's strong economy and high disposable income levels, have also contributed to the growth of the Media market.

The country's stable economy has created a favorable environment for media companies to invest in new technologies and expand their offerings. Additionally, the high disposable income levels in Sweden have allowed consumers to spend more on media and entertainment, further driving market growth. In conclusion, the Media market in Sweden is experiencing growth due to changing customer preferences, the rise of digital platforms, and the emergence of new technologies.

The increasing use of mobile devices, the popularity of influencer marketing, and the dominance of public service media are all contributing to the evolving media landscape in Sweden. Additionally, favorable macroeconomic factors have created a conducive environment for market growth.


Data coverage:

The data encompasses B2C enterprises. Figures are based on media spending (on traditional media as well as digital media). All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.


  • Revenue
  • Analyst Opinion
  • Users
  • Media Usage
  • Global Comparison
  • Methodology
  • Key Market Indicators
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