Daily usage of digital and online media in Sweden 2021

According to a survey conducted in 2021, social media was the most popular online and digital medium in Sweden. 83 percent of respondents stated to use it daily. Far behind came TV streaming services, with a share of 58 percent. Least consumed media were audio books, digital magazines, as well as e-books.

How has the media use behavior in Sweden been changed in the past years?

The increasing popularity of web TV services and the consequent downward trend of television viewing reflect the ongoing change in media usage behavior. While the share of Swedish individuals watching television on a daily basis decreased from 86 percent in 2010 to 81 percent in 2019, viewing web TV services grew from 21 percent in 2011 to 47 percent in 2019.

How much time do Swedes spend on media?

In 2019, people in Sweden spent on average 367 minutes per day with media. In recent years, this figure increased. In fact, the time spent with media amounted to 326 minutes in 2014. Moreover, women spent more time with media than men in Sweden. To give an example, while the time spent with social media among women was 60 minutes per day, men spent only 44 minutes with social networks in 2019.