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Media usage in Sweden - Statistics & Facts

According to a survey conducted by NORDICOM, the most popular traditional medium in Sweden is the television. As of 2018, 82 percent of persons interviewed stated to have used it on a daily basis, followed by radio (61 percent), and daily newspapers (55 percent). But the use of traditional media declined slightly, while the consumption of digital and online media increased in the past years. Another survey from 2019 found that 83 percent of Swedes have used social media at least once. For comparison, the share of people was 53 percent nine years earlier.

However, when it comes to time spent consuming media, broadcasting media are still the most popular. Swedes watched TV over 100 minutes per day in 2018. The number of TV households even rose during the past years, from 4.1 million in 2008 to 4.6 million in 2017. In 2018, approximately half of Swedish television households used analogue cable providers for accessing, followed by IPTV (roughly 1.3 million subscriptions) and a digital cable network (693 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 average daily time spent reading daily newspapers remained stable 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 age groups between 36 and 75 years tended to read digital versions. They stated in a similar investigation conducted in 2019 to read online newspapers more often than other age groups.

Based on NORDICOM’s survey, the least used media in Sweden were magazines (28 percent), PC games (26 percent), teletext (16 percent), as well as cinemas, which were visited by only two percent of surveyed persons.


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