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Subscribers of online OTT video services in Sweden 2011-2018

The number of unique subscribers of online over-the-top content (OTT) video services in Sweden greatly increased in recent years. In 2018, more than 2.7 million people subscribed to those services. By contrast, the number amounted to only 15 thousand as of 2011.

What is over-the-top content?

The statistic is only based on unique user numbers of over-the-top SVoD services, such as Netflix or Amazon Prime. The term ‘over-the-top’ is used for the transmission and sale of video and audio content directly via the internet to the viewers. Telecommunications and broadcast providers are not involved in the content control and distribution. They may be aware of the content, but OTT only refers to media that is delivered by third parties.

OTT revenue models

Aside from SVoD (Subscription Video on Demand), OTT can be divided into two other business models. AVoD (Advertising Video on Demand) are freely available services due to an advertising-based content. YouTube is an example for those providers. TVoD (Transactional Video on Demand) are pay per view services, for example Amazon Instant Video.

Number of unique subscribers of online over-the-top content (OTT) video services in Sweden from 2011 to 2018

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Release date

November 2019


Europe, Sweden

Survey time period

2011 to 2018

Supplementary notes

Figures for years 2011 to 2013 were previously published by the source.

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Statistics on "Video on demand in Sweden"

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