Video-on-demand in Sweden - statistics & facts

Like in other countries worldwide, the consumption of movies, TV shows, and videos on the internet in Sweden increased considerably in the past years. From 2011 to 2020, the share of Swedes using video-on-demand platforms more than doubled. Additionally, the consumer spending on digital video has grown by over five billion Swedish kronor since 2013, reaching roughly six billion kronor as of 2020. Most of Swedish online video consumers watch content on subscription video-on-demand (SVOD) services.

An increasingly competitive SVOD landscape

In Sweden, the most popular SVOD platform in 2020 was by far Netflix, followed by Viaplay and HBO Nordic. However, the video streaming market is in a highly disruptive phase. Since 2019 local platforms, such as Viaplay have been growing considerably in the Scandinavian country and worldwide, showing the significance of local streamers and content also on a global scale. Besides, these streaming services faced further competitors, when Disney+ launched in September 2020 and HBO Nordic was replaced by HBO Max in late 2021. As a result of local providers and other competitors entering the Swedish video streaming market, Netflix which even though remains the SVOD platform with the most subscriptions, loses consumers and market shares.

The growing ad-supported market

In addition to the SVOD market becoming crowded, ad-supported video streaming (commonly abbreviated as AVOD) services gain ground in Sweden. The revenue generated with OTT video advertising in the country steadily increased in recent years and a forecast estimates a further growth of over 100 million U.S. dollars between 2021 and 2025.

The most known example in this category is YouTube, which recorded nearly six million users in the country as of 2020. But also advertising-sponsored online television broadcasters and news websites belong to this group. The best-known freely available online TV services supported by ads in Sweden are Bonnier Broadcasting’s TV4 Play and Nordic Entertainment Group’s Viafree. Furthermore, the latter will be combined with ViacomCBS’ U.S.-based AVOD platform Pluto TV in Scandinavia in 2022, extending the streaming market in Sweden even more.

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