Market Insights Advertising & Media Media TV & Video

Traditional TV & Home Video - Sweden

Sweden

In Sweden, revenue in the Traditional TV & Home Video market market is projected to reach €1.68bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of -0.60%, leading to a projected market volume of €1.63bn by 2029.
The average revenue per user (ARPU) in Sweden is anticipated to amount to €248.50.
In a global context, most revenue will be generated the United States, which is expected to reach €135.90bn in 2024.
The number of TV Viewers in Sweden is expected to reach 7.0m users by 2029.
User penetration in the Traditional TV & Home Video market market in Sweden is forecasted to be at 63.4% in 2024.
Furthermore, the average revenue per TV user (ARPU) in the Traditional TV & Home Video market market in Sweden is projected to amount to €248.50 in 2024.
In Sweden, the Traditional TV & Home Video market is experiencing a gradual decline as streaming services increasingly dominate consumer preferences.

Key regions: Asia, United Kingdom, China, Germany, Japan

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Analyst Opinion

The Traditional TV & Home Video market in Sweden has witnessed significant developments in recent years, driven by changing customer preferences, technological advancements, and local special circumstances.

Customer preferences: In Sweden, there has been a growing preference for on-demand streaming services and digital platforms for TV and home video content. Customers are increasingly opting for the convenience of streaming services, which offer a wide range of content that can be accessed anytime and anywhere. This shift in customer preferences is driven by factors such as the availability of high-speed internet, the proliferation of smartphones and smart TVs, and the desire for personalized viewing experiences. Additionally, Swedish consumers are known for their high digital literacy and willingness to adopt new technologies, further fueling the demand for streaming services.

Trends in the market: One of the key trends in the Traditional TV & Home Video market in Sweden is the decline in traditional TV viewership. As more consumers switch to streaming services, traditional TV broadcasters are facing challenges in retaining viewers. This trend is reflected in the declining advertising revenues for traditional TV channels. On the other hand, streaming services are experiencing rapid growth, with both local and international players entering the market to cater to the increasing demand for online content. Another trend in the market is the rise of local content production. Swedish audiences have shown a strong preference for local content, including TV series, films, and documentaries. This has led to an increase in the production of original Swedish content by both traditional TV broadcasters and streaming platforms. Local content not only caters to the preferences of Swedish viewers but also helps to differentiate streaming services in a highly competitive market.

Local special circumstances: Sweden has a unique media landscape with a strong emphasis on public service broadcasting. Public service broadcasters, such as SVT and TV4, play a significant role in shaping the Traditional TV & Home Video market in the country. These broadcasters are funded by license fees and are required to provide a wide range of programming that caters to diverse audience interests. This has led to a diverse range of content being available on traditional TV channels, which has traditionally been a key driver of viewership.

Underlying macroeconomic factors: The development of the Traditional TV & Home Video market in Sweden is also influenced by underlying macroeconomic factors. Sweden has a high standard of living and a strong economy, which has enabled consumers to invest in high-quality home entertainment systems and subscribe to streaming services. Additionally, the country has a high internet penetration rate, with reliable and high-speed internet connections available across the country. These factors have created a conducive environment for the growth of the Traditional TV & Home Video market in Sweden. In conclusion, the Traditional TV & Home Video market in Sweden is evolving rapidly, driven by changing customer preferences, technological advancements, and local special circumstances. The shift towards streaming services, the rise of local content production, and the unique media landscape in Sweden are key trends shaping the market. Furthermore, underlying macroeconomic factors such as high living standards and internet penetration contribute to the growth and development 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.