Traditional television in Denmark has fallen to its lowest recorded share of total video viewing, accounting for just 35% of daily consumption, according to Mediavision’s Fall 2025 analysis of the Danish TV and streaming market. The report highlights a continued and rapid migration of Danish viewers toward digital platforms, with streaming and social video now commanding a combined 65% share of viewing time.
Over the past year, traditional TV has seen an average decline of more than 10 minutes per person in daily viewing. This time has largely shifted to digital video alternatives. “Both social and other online video continue to grow, at the expense of traditional TV viewing. The shift is rapid on the Danish video market. Among younger demographics this shift has already happened, where social video alone has already surpassed traditional TV,” said Fredrik Liljeqvist, Principal Analyst at Mediavision.
Fueling this transition is a record surge in streaming subscriptions. As of fall 2025, Denmark has reached 5.3 million paid video streaming subscriptions, driven primarily by growth among global services. These platforms are not only increasing their subscriber base but also expanding their share of overall video consumption, accelerating the decline in traditional TV viewership.
“The Danish market is becoming more globalized every day. The winners will be those who succeed in capturing audiences online and adapting to new consumer behaviors. This impacts both content strategies and advertising investments,” Liljeqvist added.
The findings underscore a significant structural shift in Denmark’s media landscape. Local broadcasters and advertisers face intensifying pressure to evolve their offerings as audience loyalty continues to migrate to international streaming giants and digitally-native content formats.
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