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According to a survey from 2024, video, including television and streaming services, was the highest-reach medium in Sweden - ** percent of respondents stated to use it on a daily basis. In the past ten years, watching television remained quite stable. The highest share of respondents using television was also reached in 2021 and 2022, at ** percent. The second most popular medium in Sweden were social networks, with ** percent of individuals using it.

Which are the most popular online media in Sweden?

A survey from 2023 found that the most used digital and online media in Sweden were social networks, as well as digital newspapers and streaming TV services. E-books were least consumed during the survey period. Less than ** percent stated to read the digital versions of books daily.

Traditional vs. digital media

However, the use of traditional media, such as television, radio, and newspapers recently decreased in Sweden. The paid circulation of daily newspapers in the country for example amounted to roughly *** million sold copies in 2017. A decade earlier, the amount was more than twice as high. In comparison, the daily reach of online newspapers increased from ** percent in 2009 to ** percent as of 2021.