The Nordic TV and streaming market continues its upward trajectory, with total turnover expected to reach €10.7 billion in 2025, according to a new analysis from Mediavision. This marks a 2% year-on-year increase at constant exchange rates, driven almost entirely by surging streaming revenues that are rapidly reshaping consumer behavior and market dynamics across the region.
While traditional TV revenues are projected to decline by 6%, this drop is being more than offset by a 12% rise in streaming revenue. The report encompasses revenues from subscriptions, advertising, and public service media, highlighting a significant shift in how content is consumed and monetized in the Nordics.
“The video market in the Nordics remains strong, driven by a growing consumption and willingness to pay for online video,” said Fredrik Liljeqvist, Principal Analyst at Mediavision.
Streaming consumption has expanded across all age groups. Nearly 70% of individuals aged 15 to 74 now watch online video daily. Notably, viewership among the 65–74 age group has grown by 15% compared to 2024, with around half of people in this demographic now engaging with online video on an average day.
“Online video is now integrated into media consumption—regardless of age. But how people watch differs significantly between generations,” Liljeqvist added. “Younger viewers are increasingly consuming social video, while older viewers prefer public service and other local streaming services. The market is therefore clearly being driven in several directions at once—something that increases both complexity and competition.”
The Mediavision report underscores a dynamic and maturing market where streaming is no longer confined to younger demographics. As digital viewing becomes a daily habit across generations, platform providers face both expanded opportunities and intensified competitive pressure.
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