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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.

In the fall of 2024, over 700,000 households in Sweden paid for such a service. This is a new record and a significant increase compared to spring 2024.

In the recently concluded third quarter, there were 600,000 new streaming subscriptions compared to last year. The primary driver of this growth is the introduction of more affordable, ad-supported subscription options.

The trend arises from an analysis by the consultancy firm Megavision. Since the turn of the year, 60,000 new households in Sweden have chosen to subscribe to HVOD.