Market share of pay TV operators in Sweden 2010-2020

As of 2020, Tele2, a European telecommunications operator, headquartered in Stockholm, Sweden, reached the highest market share among pay TV operators in Sweden. Second came Telia Company, with a market share of 20.1 percent. Telenor, including Canal Digital, was the third largest pay TV provider in Sweden.

The decline of pay TV subscriptions

The market shares displayed here are based on the number of pay TV subscriptions (analog cable, digital cable TV networks, satellite, terrestrial networks, and IPTV) of the respective company. In the past years, the subscription amount to these television services slightly decreased in Sweden. To give an example, while roughly 2.44 million people subscribed to analog cable TV providers in 2016, the number was around 2.13 million four years later. However, the only distribution platform that increased its user number in the same period was Internet Protocol television, abbreviated as IPTV.

TV services’ revenues compared to subscriber numbers

Despite analog cable television had the most subscribers in Sweden, IPTV via fiber and LAN services generated the highest revenue, at roughly 2.5 billion Swedish kronor in 2020. Satellite TV services came second, with a revenue of about 2.1 billion Swedish kronor. Generally, television services gained approximately 9.35 billion Swedish kronor that year. This was a decline of nearly 850 million Swedish kronor compared to 2017.