Sweden: choosing what to watch on TV and streaming service 2019

A survey from 2019 found, that when choosing what to watch on an ordinary evening, Swedes generally first examine what is broadcasted on TV. In particular older people tend to first watch television programs. The share for women aged 66 to 80 years, for example, amounted to 76 percent, while the share was only 16 percent for women in the age group of 16 to 25 years. Quite the contrary, younger Swedish respondents tended to first examine what is available on their paid streaming services, such as Netflix or Amazon Prime. 48.5 percent of men aged 16 to 25 years and 45 percent of women of the same age stated to watch videos on these platforms.

Imagine an ordinary evening when you do not already know in advance what you want to watch. What is the first thing you do to choose in the range?

Characteristic	I first examine what is broadcasted on TV	I first examine what is available in my paid streaming service	I first examine what is accessible for free on an online TV service
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Release date

July 2019

More information

Region

Sweden

Survey time period

2019*

Supplementary notes

* The source does not specify the date of the survey. The year 2019 is assumed.

This question was phrased by the source as follows: "Tänk dig en vanlig kväll då du inte redan i förväg vet vad du vill titta på. Vad är det första du gör för att välja i utbudet?"

The source does not provide any information on possible additional answering options during the survey.

The source does not specify the number of respondents.

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