World news
๐บ Social Media Beats TV in Sweden
According to data from Mediavision, the total time Swedes spend watching video (2.5 hours per day) remains stable, but the way they watch is changing dramatically.
In just one year, the daily viewing time of traditional TV fell by 15 minutes per person. This time has flowed to digital platforms (streaming and social networks), which now account for 70% of all video viewing in the country.
Social networks have rapidly become the largest video services. Among young people (15โ34 years old), traditional TV lost its position long ago.
Mediavision analysts assert that for young people, this shift is no longer a temporary trend but the “new normal.”
The redistribution of the audience is rapidly changing the advertising landscape. The winners will be those who can capture the online audience and adapt to the new, short-form formats.
