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Television market in Sweden - statistics & facts

In comparison to other countries, Sweden’s TV broadcasting began relatively late, officially started in 1956 by the government and initiated by Radiotjänst. Television was available free of advertising and funded by license fees. After another public service TV station was established, the first commercial channel – TV3 – started broadcasting in 1987. Today, the Swedish television market is dominated by six companies. Nordic Entertainment Group generating the most revenue (almost 14 billion Swedish kronor), followed by the public broadcaster Sveriges Television AB (SVT), Telia Company's TV4 Group, media companies C More Entertainment and Discovery Networks Sweden, as well as public Swedish Educational Broadcasting Company. As measured by the audience share of television channels in Sweden, the public service station SVT1, commercial channel TV4, as well as SVT2 were most popular.

Cable - the most common TV distribution platform in Sweden

According to the International Video Federation, the number of TV households in Sweden in 2019 amounted to roughly 4.6 million. This marks a decline compared to previous year, when 4.7 million households owned a television set. In 2020, the most common technology to receive a television signal was analogue cable, with 2.1 million subscriptions, followed by Internet Protocol Television, abbreviated as IPTV (roughly 1.5 million subscribers) and digital TV through a cable network (670,000 users). By contrast, the distribution platform with the highest revenue generated was IPTV outpacing satelitte TV that year.

Online TV habits in Sweden

The average daily television viewing time in Sweden decreased from 166 minutes in 2009 to 127 minutes in 2019. With people staying at home during the coronavirus pandemic, the time spent watching TV slightly grew again in 2020, amounting to 129 minutes. However, it could not be denied that watching TV on the internet gains more and more popularity. From 2011 to 2020, the share of individuals watching online television services per day in Sweden increased by 34 percent, reaching over 50 percent of respondents in 2020. The most used device to download or stream television content in 2020 was the smart TV, according to 47 percent of Swedes interviewed. Connected TV boxes and mobile phones ranked second and third, with shares of 43 and 42 percent respectively. The least used device to watch TV were video game consoles. With more than 1.3 million hours, SVT Play was by far the Broadcaster Video-on-Demand network with the highest average daily viewing time in the country in 2020. In comparison, only about 384,000 hours were spent on watching TV4 online.

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