Media usage in Sweden - Statistics & Facts

According to a survey conducted by NORDICOM, the most popular medium in Sweden is the television. As of 2017, 81 percent of persons interviewed stated to have used it on a daily basis, followed by radio (62 percent) and daily newspapers (56 percent). But the use of traditional media declined slightly, while the consumption of digital and online media increased in the past years. Another survey found that 83 percent of Swedes used social media at least once a week in 2016. For comparison, only 28 percent of respondents watched broadcast TV during the week. Two years earlier this share was more than twice as high.

However, when it comes to time spent consuming media, broadcasting media are still the most popular. Swedes watched TV almost 100 minutes per day in 2017. The number of TV households even rose during the past years, from 4.1 million in 2008 to 4.6 million in 2017. In that year, approximately half of Swedish television households used analogue cable providers for accessing, followed by IPTV (roughly 1 million subscriptions) and a digital cable network (745 thousand subscriptions). In terms of radio consumption, public service channels are the radio stations with the most listeners in Sweden, based on audience market shares.

Although the time spent reading daily newspapers increased slightly in the past years, paid circulation dropped from roughly 3.46 million sold copies in 2007 to not even 1.5 million copies in 2017. In contrast, the daily reach of newspapers on the internet almost doubled within ten years. Particularly younger age groups tended to read digital versions. Swedes aged 26 to 55 years stated in a similar investigation conducted in 2018 to have read online newspapers more often than other age groups.

Based on NORDICOM’s survey, the least used media in Sweden were books (approximately a third of respondents), magazines (26 percent), teletext (17 percent), CDs and vinyl (5 percent), as well as cinemas, which were visited by only 1 percent of surveyed persons.

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