Swedish Entertainment Consumption Shifts Dramatically Towards Digital Platforms

A significant transformation is occurring in Sweden's entertainment landscape as Swedes increasingly turn away from traditional media formats in favor of digital platforms. As of 2023, 65% of the Swedish population regularly engages with streaming services, marking a fundamental shift in consumption patterns. Traditional TV viewing has decreased substantially from over 70 minutes daily in 2022 to just over 60 minutes in 2023, underscoring a growing preference for on-demand entertainment that aligns with modern lifestyles, according to Espresso Media.

Streaming platforms provide viewers with unprecedented control over their viewing habits, allowing for flexible schedules that accommodate today's busy lives. Enhanced algorithms deliver personalized recommendations, increasing user engagement and time spent on these services. This has led to a shift in family viewing experiences, where individualized content consumption replaces communal watching.

Furthermore, social media and podcasts have overtaken traditional forms of media in daily use among Swedes, as indicated by a 42% rise in podcast advertising investments in the first half of 2025. YouTube stands out as a dominant player, reaching 81.4% of the population with ads, effectively blending elements from both traditional and social media.