In Sweden, Age Divides Daily TV Viewing Rates - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

In Sweden, Age Divides Daily TV Viewing Rates

Only one third of those ages 15 to 24 were daily TV viewers

January 20, 2017 | Media Buying | Media & Entertainment

Almost two-thirds of Sweden's population watched TV daily in 2016, according to a January 2017 Mediamätning i Skandinavien (MMS) report. But younger generations aren't tuning in nearly as often as older ones.

Demographic Profile of Daily TV Viewers in Sweden, 2016 (% of population in each group)

Close to 90% of those ages 60 to 99 told MMS they were daily TV viewers in 2016, but young viewers present a radically different picture. Just 32% of those ages 15 to 24 do the same.

The percentage of people ages 3 to 14 who watch TV daily in Sweden is more in line with those ages 25 to 39 (56% of whom watch TV daily), but it's unclear if that correlation will continue or if, as these children grow into teens and young adults, their TV time will tail off.

While age is a clearly defining factor in TV viewing, gender does not appear to play much of a rule. Men and women were roughly as likely to watch TV every day.

Despite the generation gap, TV remains the media form that wins the largest portion of consumer time spent with media in Sweden. According to TNS Sifo data for January-April 2016, daily TV time totals 148 minutes among those 16-80 years old. Internet time, by comparison, totals 133 minutes.

—Ben Clague

New in eMarketer PRO This Week

  • Report: Digital Video Advertising Best Practices 2017
  • Report: Worldwide Digital Video Viewers: eMarketer's Estimates for 2016–2020
  • Report: B2B Mobile Marketing and Advertising 2017

Not a PRO subscriber? Find out how to become one.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.