Some results from the Media Barometer 2016

NEWS | 16 May 2017

The Swedish Media Barometer survey 2016 shows that the use of media on the Internet is still increasing. For example, in 2016 we spent more time on social media as well as moving images on the Internet than 2015. However, despite the success of digital technology, it is important to emphasise that technology switches do not mean that the use of traditional media has decreased. Traditional radio and television are still the biggest media platforms.

The Swedish Media Barometer is an annual survey that analyses daily media use on different platforms among Swedish inhabitants between 9 and 79 years of age. Its purpose is to describe tendencies and changes in media use in Sweden, showing each year the percentage of the Swedish population that takes part in a number of individual media.

Radio listening remained stable in 2016
The proportion of radio listeners decreased somewhat in the early 2000s, but the decline in listeners has stagnated in recent years. A total of 68 per cent listen to the radio on any platform on an average day, 9 per cent listen to web/podcasts. The reach is 15 per cent among those between 25 and 44 years.

More listen to music over the phone
Various formats of recorded music are studied in the Media Barometer. Despite the fragmented landscape, the proportion of music listeners remains stable. The share who use smartphones for listening to music increased from 20 per cent in 2015 to 30 per cent in 2016. Nearly 70 per cent of young people listen to music on a mobile on an average day.

 Web TV is increasing
TV viewing has remained stable, but the platforms used to watch TV have changed. The Media Barometer 2016 shows that 81 per cent watch TV on any platform, 65 per cent watch scheduled programmes on traditional TV and 30 per cent watch TV online. Among young people, 55 per cent watch online TV on an average day and 45 per cent watch traditional TV. Although less TV is watched on traditional TV, mobile phones are not the obvious screen for TV. Six per cent watch online TV via a smartphone, 13 per cent among young people aged 15 to24 years watch online TV on an average day.

 Video clips – increasing slowly
Seventeen per cent watched video clips via smartphones on an average day in 2016. In 2015, the percentage was 15 per cent. The proportion is high among children, 39 per cent, and among young people, 43 per cent.

 Fewer Swedes read newspapers on paper
About two thirds of the population read a newspaper on an average day. Forty-six per cent read a paper-based newspaper and 25 per cent read online. People aged between 24 and 44 years read newspapers online to a greater extent than other groups, most of which read via mobile phones at 25 per cent.

Special interest magazines are the most popular magazines
Women and men are equally involved in this type of magazine, each at 22 per cent. Weekly magazines, which have the oldest readers, have lost readers in recent years. Fourteen per cent read a weekly newspaper on an average day. In 2004, the share was 24 per cent.

 Book on paper – stable among printed media
Thirty per cent read a paper-based book on an average day, but only 2 per cent read an e-book and 4 per cent share an audio book.

Social media continues to increase
Sixty-two per cent use social media on an average day. This is an increase of 10 percentage points from 2015. In particular, young people and young adults are frequent users. In the group aged 15 to 24 years, 94 per cent spend about 2 hours on social media on an average day.


Read the press release here (in Swedish)

Some basic tables (in English)

Download data from the Media Barometer 2016 via Nordicom's table database. ​

The Media Barometer 2016 (in Swedish) can be ordered via the Nordicom website or via email to