Social Video surge reshapes Nordic Ad-Funded streaming market

Ad-funded online video is gaining significant ground in the Nordic media landscape. One of the fastest-growing formats is video content on social media platforms - also known as social video. During spring 2025, more than seven million individuals aged 15-74 watched social video on an average day across the region. This development puts distinct pressure on local actors, as their share of viewing decreases, according to Mediavision’s latest analysis of Nordic Ad-funded Video.

Social video continues to expand rapidly across the region. This spring, more than seven million people aged 15-74 consumed social video an average day - an approximate 30 percent rise compared to spring 2024. Facebook and Instagram maintain the highest daily reach in the Nordics, closely followed by TikTok, all contributing to the strong upward trend.

"The continued growth of social video signals a significant shift in video consumption patterns across the Nordics," says Fredrik Liljeqvist, Senior Analyst at Mediavision. Given the high daily reach, particularly among younger audiences, both advertisers and media stakeholders need to adapt to a more competitive landscape where platforms like Meta and TikTok are gaining ground.

As social video consumption grows, the share of viewing time held by local actors declines. While local actors still account for over half of total video viewing, primarily due to strong performance in traditional TV, their share drops to less than 30 percent when only online viewing is considered. As viewing behavior increasingly shifts towards online and social platforms, the pressure on local actors is expected to increase going forward.

"The growing consumption of social video highlights the increased competition in video streaming. This puts pressure on local actors especially, as they must withstand the pressure of both declining traditional TV viewing as well as increased fragmentation online," Liljeqvist continues. "However, hybrid subscriptions (HVOD) are seeing significant traction among Nordic consumers - a development led by local actors," Liljeqvist concludes.