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Traditional television was the most used medium in Sweden in 2023, based on time spent. Swedes spent ** percent of the total daily media time watching traditional TV. Second came social media, with a share of ** percent that year.

Traditional TV still in the lead, but for how long?

When it comes to time spent consuming media, broadcast media are still the most popular. But perhaps, not for long. Swedes watched linear TV for over ** minutes per day in 2023. However, data shows that the reach of TV in Sweden is dropping year-on-year. Due to cord-cutting and the increasing proliferation of streaming services, the number of analog TV subscriptions dropped significantly between 2019 and 2020 and continues along this path.

Social media competing with TV

Time spent with social media has climbed to second place in 2023, indicating the growing popularity of this medium as a pastime. In fact, recent data shows that the number of active social media users in Sweden is nearing the number of internet users in the country. Facebook and Instagram are the most popular social platforms among Swedes, accounting for more than ** percent of visits. Additionally, Meta networks, along with YouTube, are also widely used for news consumption in Sweden.