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The number of paid streaming subscriptions surpassed 9.5 million in Q2, with ad-supported subscriptions being a key driver of growth, as presented in Mediavision’s latest analysis of the Swedish market.

Half of this time is spent on ad-funded services, corresponding to roughly 50 minutes daily. Consumption is particularly high among younger audiences, where global platforms dominate.

Over the past 12 months, more than two million new subscriptions have been added to the market, representing just over 30% growth. In total, Swedish households now have over nine million streaming subscriptions.

Mediavision’s latest analysis of the Swedish TV and streaming market notes that the number of paid streaming subscriptions reached a new record last year, with newer services gaining market share in particular.

Data from Mediavision revealed Gen Zers are spending more of their time consuming social media content.