Sweden sets record for streaming in ‘completely digital TV market’

Sweden set a new record for streaming in Q2.

According to Mediavision, the number of people watching video streaming services in the country was at an all-time high with 66% of all people in the country aged 15-74 consuming streaming content daily. There was a year-over-year increase of 10% when compared to the same period of time in 2019 – a growth of more than 600,000 new daily viewers.

The report notes that viewing among older people grew significantly, meaning that the market is less age-segregated than at any time.

In the report, Mediavision surmises that Sweden has entered a “completely digital TV market.”

In addition to the increase of older viewers which came as people aged 65-74 were encouraged to shelter in place, an increased consumption of news content also contributed to daily viewing growth. Mediavision points out that SVT Play and TV4 Play have both seen a large amount of growth

Natalia Borelius, senior analyst at Mediavision, said: “The fact that close to 70% of the Swedish population now views online video daily is a clear sign that we have entered a new era. The market has reached maturity and virtually all people in the ages of 15-74 are now part of the online audience. Essentially, this means that the digitisation process has taken yet another huge leap forward. The pandemic has accelerated the speed of the transition.

“This will be an exciting autumn, with several major new launches such as Disney+ in September. There is reason to believe that streaming will reach new heights in the second half of 2020.”

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