In Sweden, television viewership is much lower when compared to other European countries. According to Stoll from Statista, television viewership in Sweden has generally decreased from 2010 to 2021, with there being a two minute growth from 2019 to 2020, which was most likely due to the COVID-19 pandemic. In 2020, the average daily television viewing time in Sweden was 129 minutes, which then fell to 124 minutes in 2021.
In Sweden, age is a prominent factor in regards to television viewing time. Swedes over the age of 60 years old watched 272 minutes per day in 2021, in comparison to those ages 15 to 24 years old viewing only 22 minutes per day. In 2021, 58 percent of the Swedish population watched video streaming services daily, which is a 37 percent increase compared to ten years prior.
The average daily amount of time Swedish consumers spend watching video on the television is declining, with video-on-demand (VOD) viewing increasing. From 2019 to 2021, those in Sweden who watched TV/video by television has decreased by 15 percent, with the lost 15 percent switching to PCs, smartphones and tablets.
Overall, live television viewership has decreased in Sweden, while subscription-based VOD services have increased. These statistics may explain the decline of television viewing time in Sweden over the last decade.