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Nine out of ten watched moving images – around eight out of ten used social networks
Among all types of media, moving images were the most consumed in 2024. On an average day, no less than 96 per cent of the population watched some form of moving image. This includes scheduled and streamed TV, web TV, and video clips, as well as DVDs or other video content online. Slightly fewer – 84 per cent – used social networking services. These services thus had a higher daily reach than both radio and newspapers, which, when including online usage, reached 78 and 66 per cent of the population, respectively.
Car radio still most common way to listen to radio
In 2024, 54 per cent of the population listened to the radio in the car on an average day, making car radio the most common way to access radio. One-third (33%) listened via a traditional radio set. Internet-based listening was less widespread overall: 29 per cent listened to podcasts or radio-on-demand, and 23 per cent to live web radio. Among the total population, 42 per cent listened to live radio for more than 30 minutes on a typical day, while 27 per cent listened for up to 30 minutes. Corresponding figures for podcasts or on-demand radio were 22 and 7 per cent, respectively.
Almost as many watched YouTube as watched scheduled TV
On an average day in 2024, 96 per cent of the population aged 9–85 watched some form of moving image. 90 per cent watched TV, including both scheduled and streamed TV. The daily reach for streamed TV was 67 per cent, while scheduled TV reached 51 per cent. Slightly fewer (47%) watched YouTube, and 27 per cent watched other online video content. Looking at time spent, 47 per cent watched streamed TV for more than one hour a day, while 27 per cent watched up to an hour. For scheduled TV, 39 per cent watched more than an hour and 12 per cent up to an hour. Regarding YouTube, 16 per cent of the population watched for more than an hour per day, while 30 per cent watched for up to an hour.
Two-thirds read a daily newspaper – digital reading dominated
In 2024, 66 per cent of the population read a daily newspaper on an average day. 58 per cent read the newspaper digitally and 20 per cent on paper. The most read was the morning paper – 53 per cent read one. More people read the morning paper digitally (42%) than in print (18%). For evening papers, the daily reach was 43 per cent, with digital readers clearly in the majority. 28 per cent of the population spent more than 15 minutes reading a digital morning paper, and 14 per cent read for up to 15 minutes. For printed morning papers, 13 per cent read more than 15 minutes and 5 per cent up to 15 minutes. Nearly one-quarter of the population read a digital evening paper for more than 15 minutes on an average day, while only 2 per cent read the printed version for more than 15 minutes – and the same share read it for up to 15 minutes.
35% of the population read a magazine – mostly in print
On an average day in 2024, 35 per cent of the population read a magazine. 22 per cent read a print magazine and 18 per cent read digitally. Looking at reading within the past week, reach rose to 50 per cent. The most popular types were weekly and monthly magazines, each read by 18 per cent daily. Among the total population, 15 per cent spent more than 15 minutes reading a printed magazine per day, while 7 per cent read for up to 15 minutes. For digital magazines, over 10 per cent read for more than 15 minutes daily and 6 per cent for up to 15 minutes.
More than half engaged with a book
In 2024, 51 per cent of the population read a book on an average day. Fiction was the most commonly read genre, followed by textbooks and non-fiction. 38 per cent read a printed book, 15 per cent listened to audiobooks, and 7 per cent read e-books. Time spent varied: 17 per cent read a printed book for more than 30 minutes daily, and just over 10 per cent read for up to 30 minutes. 12 per cent listened to audiobooks for more than 30 minutes a day, and 3 per cent for up to 30 minutes. Only 5 per cent read an e-book for more than 30 minutes, and 2 per cent for up to 30 minutes.
Facebook was the most used social network – except among youth and children
There were significant age differences in the use of various social media platforms. The highest share of users was in the 15–24 age group (96%), and the lowest in the 65–85 age group (69%). Facebook was the most commonly used platform among those over 25, while Snapchat, Instagram, and TikTok dominated among 15–24-year-olds. The age gap was particularly noticeable for Snapchat and TikTok. Among the entire population, 16 per cent spent more than two hours on social media per day, and the same share spent between 1 and 2 hours. Another 21 per cent spent 30–60 minutes, and 30 per cent spent up to 30 minutes on social platforms daily.
SVT was the most used news service
In 2024, 51 per cent of the population got their news from Sveriges Television (SVT) on an average day, making it the most used news source. Sveriges Radio (SR) reached 41 per cent and morning newspapers 33 per cent. News consumption from SVT, SR, and the press was significantly more common among older adults than younger ones.
One in five accessed news via Facebook
22 per cent of the population accessed news through Facebook on an average day, making it the most used social media platform for news. However, there were major differences between age groups. Among children and youth, TikTok was the most used social platform for news.
Smartphone access nearly universal
In 2024, 98 per cent of the population had access to a smartphone, making it the most widespread media technology in Sweden – ahead of both TV and laptops. Children aged 9–14 had high access to tablets and media players, while the oldest age group (65–85) had high access to traditional radios.
Half of the population had a newspaper subscription
In 2024, 50 per cent of households had access to a subscribed daily newspaper. 47 per cent had a morning paper subscription, most of them digital (42%), while 20 per cent had access to a printed morning paper. 10 per cent had a digital premium subscription to an evening newspaper.
Three-quarters had access to a streaming service for TV
In 2024, 75 per cent of the population had access to a paid-TV streaming service (e.g., Netflix). 70 per cent had access to a music or podcast streaming service (e.g., Spotify). Access was highest among 15–24-year-olds and lowest among those aged 65–85. 52 per cent had access to a TV channel package.