However, when it comes to time spent consuming media, broadcasting media are still the most popular. Swedes watched TV over 70 minutes per day in 2020. The number of TV households even rose during the past years, from 4.1 million in 2008 to 4.7 million in 2020. In 2020, approximately half of Swedish television households used analogue cable providers for accessing, followed by IPTV (roughly 1.5 million subscriptions) and a digital cable network (674 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 share of individuals who read newspapers daily experienced a slight rebound, the time spent reading printed newspapers in particular has registered a serious drop over the past few years. In contrast, the daily reach of newspapers on the internet more than doubled within ten years. Particularly age groups between 36 and 75 years tended to read digital versions. They stated in a similar investigation conducted in 2020 to read online newspapers more often than other age groups.
Based on NORDICOM’s survey, the least used media in Sweden were magazines (36 percent), PC games (28 percent), teletext (15 percent), as well as cinemas.