While video through digital platforms is becoming increasingly popular, the Swedish people are spending less and less time watching traditional linear TV. This is evident from Mediavision’s latest report.

Mediavision is the leading provider of data-driven analysis of the Nordic media and telecom industry, and the report for the third quarter of this year shows a clear trend where TV channels are losing their relevance.

On average, Swedes watch 2.5 hours of video per day, a viewing time that has been stable for a long period. However, the way people watch has changed drastically.

Over the past year, traditional TV viewing has decreased by fifteen minutes per day and person. Today, TV accounts for only 30 percent – the lowest figure ever at Mediavision – of all viewing, while 20 percent occurs on social media.

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If social media and streaming services are combined, digital platforms account for 70 percent.

Among young people, the shift has already occurred, and platforms like Tiktok, Instagram, and Snapchat are major video services in Sweden.

“The competition for viewing time looks completely different today. Social video is driving the change and has already surpassed traditional TV among several younger target groups,” says Adrian Grande, chief analyst at Mediavision.

Adverts are Redistributed

Grande points out that this is not a trend but the new normal.

Traditional TV has long been a reach driver for advertisers, something that is now being quickly redistributed.

“The winners will be those who manage to capture the audience online and adapt to new formats. This affects both content strategies and advertising investments,” says Grande.

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