Whereas the physical sales number of video games decreased by nearly 40 percent in 2015 compared to 2010, the number of monthly unique users (MUU) of digital PC games, console games, free-to-play massively multiplayer online games, and social media games entering the market as recently as in 2007, grew in Sweden in the past years. The overall digital sales value of video games in the Nordic country amounted to almost 3.3 billion Swedish kronor as of 2015. In comparison, the revenue was roughly 2.2 billion Swedish kronor two years earlier. That year, PC games still were the most valuable segment on the market (1.85 billion Swedish kronor).
The recently growing phenomenon eSports is also popular in Sweden. According to Unibet, eSports winnings increased from roughly 542 thousand U.S. dollars in 2006 to nearly 5.35 million U.S. dollars as of 2016. A survey found that the monthly viewing reach for these kinds of events was 12 percent in the second quarter of 2016. Particularly younger age groups have watched eSports or video games online. YouTube was the leading eSports viewing channel among Swedes – 88 percent of respondents to a survey claimed to have used this platform as of the fourth quarter of 2016. Twitch came in second place, with a reach of 43 percent.