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Daily media usage in Sweden 2018, by medium

Share of individuals using the following media daily in Sweden in 2018

by Julia Stoll, last edited Sep 19, 2019
Daily media usage in Sweden 2018, by medium According to a survey from 2018, television was the highest-reach medium in Sweden. 82 percent of respondents stated to use it on a daily basis. In the past ten years, this amount remained quite stable. The highest share of respondents using television was reached in 2010, at 86 percent. The second most popular medium in Sweden was the social network, with 71 percent of individuals using it.

Traditional vs. digital media

However, the use of traditional media, such as television, radio, and newspapers recently decreased in Sweden. The paid circulation of daily newspapers in the country for example amounted to roughly 1.4 million sold copies in 2017. A decade earlier, the amount was more than twice as high. In comparison, the daily reach of online newspapers increased from 17 percent in 2008 to 29 percent as of 2018.

Which are the most popular online media in Sweden?

A survey from 2018 found that the most used digital and online media in Sweden were social networks, as well as music and television streaming services. E-books were least consumed during the survey period. Only three percent stated to read the digital versions of books daily.
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Share of individuals using the following media daily in Sweden in 2018

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