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According to a March 2016 survey by Dagensanalys.se, 34.1% of internet users in Sweden use YouTube daily. This was more than three times the share (11.3%) who used the second-most popular digital video platform, Netflix, every day.
The digital video platforms of two local news services, Aftonbladet TV and Expressen TV, also made the list of the top five, used by 9.1% and 6.6% of internet users in Sweden each day during the polling period. The Swedish public broadcaster’s on-demand service, SVT Play, was used by another 8.9% daily.
Peter Mackhé, digital marketing strategist and head of marketing at Dagensanalys.se, said that the digital video market in Sweden has seen steady growth, with young internet users leading the way.
"Online video is growing strong in Sweden on all channels. YouTube is still the strongest player with one out of three watching online video on the network every day. Millennials are especially heavy users, with seven of 10 visiting YouTube each day," Mackhé said.
According to the research, daily YouTube user penetration declined sharply with age. While 70.7% of 15- to 22-year-old internet users used YouTube each day in March 2016, this share dropped to under half (47.5%) among those ages 23-to-35. Some 27.6% of respondents ages 36 to 55 also used the video viewing platform every day, compared with 10.3% of those ages 56 to 70.
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