During the first quarter of 2025, the Swedish streaming market surpassed9 million paid subscriptions, according to research from Mediavision. Compared to the first quarter of 2024, this is an increase of over two million subscriptions, representing a growth of just over 30 per cent. This is a new record in the number of paid subscriptions.

In recent years, an increasing number of streaming services have started offering ad-supported tiers and, today, over 25 per cent of Swedisn households have acquired at least one such subscription. Streaming services bundled via TV and broadband operators have also shown strong growth over the past 12 months.

“The new, cheaper, partially ad-funded subscriptions have contributed to significant growth in the Swedish streaming market over the past year,” commented Fredrik Liljeqvist, Senior Analyst at Mediavision. “It is clear that these cheaper subscriptions have led many households to acquire more services, and that advertising will become an increasingly common part of the streaming market.”

Both global and local services are growing during the first quarter. One example is Netflix, which today has over 1.8 million paying households in Sweden, making it by far the largest service in the Swedish market. Local players, such as TV4 Play, are also growing, with ad-supported subscriptions clearly driving the development.

“Consumers appreciate the option to choose cheaper, ad-supported subscriptions. This is positive for the industry, as it contributes to strong growth. Everything points to more advertising funding in streaming going forward. The media industry has always relied both on advertising and subscription revenues,” concluded Liljeqvist.

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Tags: advertising, mediavision, netflix, streaming