Market Insights Advertising & Media Media

TV & Video - Sweden

Sweden

In Sweden, revenue in the TV & Video market market is projected to reach €2.93bn in 2024.
Revenue is expected to exhibit an annual growth rate (CAGR 2024-2029) of 2.28%, leading to a projected market volume of €3.28bn by 2029.
The largest market within this market is Traditional TV & Home Video, which will have a market volume of €1.68bn in 2024.
In a global context, the highest revenue will be generated the United States, amounting to €259.90bn in 2024.
In Sweden's TV & Video market market, the number of users is anticipated to reach 8.7m users by 2029.
User penetration in this sector is expected to be at 78.4% in 2024.
Additionally, the average revenue per user (ARPU) is projected to be €349.80 in 2024.
In Sweden, the growing preference for streaming services over traditional broadcasting is reshaping the TV & Video landscape, reflecting a shift in consumer viewing habits.

Key regions: China, South Korea, Asia, France, United Kingdom

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Analyst Opinion

The TV & Video market in Sweden has been experiencing significant growth in recent years, driven by changing customer preferences and the emergence of new trends in the market.

Customer preferences: Swedish consumers have shown a strong preference for on-demand streaming services, with platforms such as Netflix and Viaplay gaining popularity. This shift in consumer behavior can be attributed to the convenience and flexibility offered by these services, allowing viewers to watch their favorite shows and movies at any time and on any device. Additionally, Swedish consumers have shown a growing interest in original content produced by streaming platforms, further driving the demand for these services.

Trends in the market: One of the key trends in the TV & Video market in Sweden is the increasing adoption of smart TVs. These devices offer built-in internet connectivity, allowing users to access streaming services directly on their television screens. This trend has been fueled by the growing availability of high-speed internet connections in the country, making it easier for consumers to stream content without interruptions. Another trend in the market is the rise of video-on-demand (VOD) services. Swedish consumers are increasingly opting for VOD platforms that offer a wide range of content, including movies, TV shows, and documentaries. This trend is driven by the desire for personalized viewing experiences and the ability to watch content on-demand, without the need for traditional TV schedules.

Local special circumstances: Sweden has a high level of internet penetration, with a large percentage of the population having access to high-speed internet connections. This has facilitated the growth of online streaming services, as consumers can easily stream content on their devices. Furthermore, the Swedish government has been actively promoting digitalization and the development of digital infrastructure in the country. This has created a favorable environment for the growth of the TV & Video market, as it has enabled the widespread availability of high-speed internet connections and the development of new technologies.

Underlying macroeconomic factors: The strong economy in Sweden has contributed to the growth of the TV & Video market. With a high GDP per capita and a stable economic environment, consumers have the disposable income to spend on entertainment services, such as streaming subscriptions. Additionally, the increasing availability of affordable smart TVs and streaming devices has made it easier for consumers to access and enjoy TV & Video content. This has further fueled the growth of the market, as it has lowered the barrier to entry for consumers who may not have previously had access to these services. In conclusion, the TV & Video market in Sweden is experiencing significant growth, driven by changing customer preferences, the adoption of new technologies, and favorable macroeconomic conditions. The increasing popularity of on-demand streaming services and the rise of smart TVs are key trends shaping the market. Additionally, the high level of internet penetration and government support for digitalization have created a favorable environment for the growth of the market.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.