Swedish TV at a Turning Point: From Linear Broadcasts to Digital Dominance
Sweden’s television landscape is undergoing a dramatic transformation as traditional broadcast viewing declines and digital platforms reshape how audiences consume video content. According to the latest media research, the shift toward streaming services and social video platforms is now unmistakable, with profound implications for broadcasters, consumers, and regulators alike.
Traditional TV Losing Ground
For decades, linear television — where programs are watched at scheduled times on channels like
SVT1
,
SVT2
and
TV4
— was the heart of Swedish media consumption. News broadcasts such as
Rapport
and
Aktuellt
dominated prime-time viewership, becoming daily routines for millions.
However, new data shows that this era is fading. Scheduled TV’s daily reach in Sweden has fallen sharply over the past decade. Once reaching around 85 % of the population, linear TV’s daily penetration dropped to just over half in recent surveys — reflecting a generational shift that broadcasters can no longer ignore.
Despite this decline, traditional
remains deeply ingrained in Swedish culture. Public broadcaster
Sveriges Television (SVT)
still reaches nearly all households and plays a central role in news, live sports, and public information — areas where live linear coverage holds unique strength.