Market share of pay TV operators in Sweden 2010-2019

As of 2019, Tele2, a European telecommunications operator, headquartered in Stockholm, Sweden, reached the highest market share among pay TV operators in the country. Second came Telia Company, with a market share of 25.7 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 (analogue 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 analogue cable TV providers in 2016, the number was around 2.3 million three 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 analogue cable television had the most subscribers in Sweden, satellite TV services generated the highest revenue, at roughly 2.4 billion Swedish kronor in 2019. IPTV via fiber and LAN came second, with a revenue of about 2.3 billion Swedish kronor. Generally, television services gained approximately 9.6 billion Swedish kronor that year. This was a decline of nearly 600 million Swedish kronor compared to 2017.