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According to a survey conducted in 2024, social media was the most popular online and digital medium in Sweden - ** percent of respondents stated to use it daily. Far behind came TV streaming services, with a share of ** percent. Least consumed digital media were audio books, digital magazines, as well as e-books.

How has the media use behavior in Sweden been changed in the past years?

The increasing popularity of web TV services and the consequent downward trend of television viewing reflect the ongoing change in media usage behavior. While the share of Swedish individuals watching television on a daily basis decreased between 2010 and 2019 with a hike caused by the COVID-19 pandemic lockdowns soon after that, viewing web TV services has been continuously growing ever since 2015, standing at ** percent in 2023.

How much time do Swedes spend on media?

In 2022, people in Sweden spent on average *** minutes per day with media. In recent years, this figure has been oscillating around that level. Additionally, women spent more time with some media than men in Sweden. To give an example, while the time spent with social media among women was ** minutes per day, men spent only ** minutes with social networks in 2023. Similarly, a gap was observed for TV, magazines, and books.