Netflix preferred by Swedish youth in streaming report

According to the Streamingbarometer report from tv.nu, Netflix is the service young people would choose to keep if they could only maintain one. While SVT Play and TV4 Play remain the most popular services overall in Sweden, Netflix holds a significant lead among younger demographics.

Streaming consumption is increasing, with average daily viewing time rising by twelve minutes to 1 hour and 47 minutes. On average, respondents use 4.3 streaming services and spend 330 SEK per month on streaming. Notably, a majority of respondents expressed openness to advertising if it results in lower subscription prices.

The report also highlights a shift in the definition of television. While 73 percent of respondents consider play services like SVT Play to be television, and 61 percent view streaming services like Netflix as television, YouTube remains distinct. Despite 32 percent of people watching YouTube on a television screen weekly, only 14 percent classify long-form YouTube content as television.