Viewing habits in Sweden continue to change rapidly. In 2025, YouTube reached a new milestone when the platform attracted more daily viewers than traditional, scheduled television for the first time.

According to the latest Media Barometer survey, 52 percent of Swedes aged 9 to 85 watched YouTube on an average day. This marks a clear increase compared to the previous year. At the same time, traditional TV viewing is decreasing, increasingly giving way to various streaming alternatives.

Although YouTube has long been most popular among younger users, it is now older viewers who are driving the fastest growth. The platform’s broad range of content seems to attract new groups, contributing to its rising impact.

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Although YouTube has now overtaken linear TV, streaming TV still dominates Swedish media consumption. Nearly seven out of ten Swedes watch moving images via streaming services each day, with both public service and commercial actors playing a major role.

Traditional TV viewing, however, still persists, especially among the elderly, with nearly half still watching scheduled broadcasts on a regular day.

This trend reflects a broader digital transition. As YouTube grows, the reach of daily newspapers – both print and digital – is declining.

The increased use of social platforms may also have consequences outside the media world. Ahead of the 2026 election year, questions are being raised about how political content is spread and influences voters, especially since many platforms restrict traditional political advertising.

Moreover, some of the most influential accounts have a distinct political profile. What effects this might have remains unclear, but there is a possibility it could influence political opinion-making going forward.

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