The Media Barometer 2022 illustrates media use in the Swedish population aged 9–85 years old on an average day in 2022. The results of the survey are summarised here. The full report is Open Access and available for free download through the link below.
Nine out of ten watched moving images – around eight out of ten used social network services
Of all the different types of media, moving images were the most used in 2022. On an average day, no less than 93 per cent of the population watched moving images in some form. This includes traditional and streamed TV, web-TV and video clips, as well as DVD or Blu-ray movies. A little less (85%) used social networking services. Social networking services had a higher daily reach than radio and daily newspapers, which, when including online use, had a reach of 78 and 73 per cent, respectively.
Total time used with media was almost seven hours per day
Media of various kinds fill a large part of people's waking day. In 2022, the total daily media usage time was 413 minutes, or close to seven hours. This also includes the simultaneous use of media – that is, media can very well be used in parallel (e.g., someone listening to music while reading a book). In 2022, the Swedish population spent as much time on audio media as on moving image media: 138 minutes. The calculation for audio media includes radio, podcasts, and music, while for moving image media, it includes television and YouTube.
Listening to the radio in the car is still the most common way to listen to the radio
In 2022, 55 per cent of the population listened to the radio in the car on an average day. Car radio was thus the most common way to listen to the radio. About one-third (32%) listened to a traditional radio. In terms of the population as a whole, listening via the Internet was less widespread: 28 per cent listened to podcasting and 24 per cent listened to live web radio.
There were more people watching streamed TV than traditional television
On a typical day in 2022, an average of 93 per cent of the population aged 9–85 years old looked at moving pictures in some form; 89 per cent watched television. The daily reach for streamed TV was 61 per cent, while the reach for traditional TV was 57 per cent. Slightly fewer (41%) watched YouTube on a typical day, and 24 per cent looked at other content online.
Three out of four read a daily newspaper on an average day – digital reading dominated
73 per cent of the population read a daily newspaper on an average day in 2022. 61 per cent read the newspaper digitally and 27 per cent on paper. Most (59%) read a morning newspaper. More people read the morning newspaper digitally (45%) than on paper (26%). For the evening newspaper, the daily reach was 46 per cent. Here, the digital readers were in a clear majority.
Over a third of the population read a magazine or a periodical – reading on paper dominated
On an average day in 2022, 37 per cent of the population read a magazine. 25 per cent read magazines on paper and 18 per cent read digitally. If the time interval for reading is increased to the reach of magazines on an average week, the reach for magazines rises to 58 per cent. The largest proportion of daily readers (20% per day) had weekly newspapers and monthly magazines.
The printed book remains most popular
During an average day in 2022, the percentage of book readers in the population was 48 per cent. Fiction was the most commonly read genre, followed by educational and specialist books. 35 per cent of the population read printed books, while 14 per cent listened to an audiobook and 7 per cent read an e-book. The average usage time among readers/listeners was the longest for audiobooks.
Instagram the most used social networking service – except among the oldest
The daily reach of Instagram was 60 per cent in 2022 in the population as a whole, making it the most used social networking service overall. Instagram was the most popular service among those aged 15–44. Facebook was the most popular service among those aged 45–85. Snapchat and TikTok were also popular among the young.
SVT the most used news service
50 per cent of the population consumed news from SVT (the Swedish public television broadcaster) on an average day in 2022. SVT was thus the most used news service in the population as a whole. 45 per cent received news from SR (Swedish Radio) and 39 per cent from a morning newspaper. The news coverage from SVT, SR, and the morning press was significantly higher among the older part of the population than the younger.
One in four received news via Facebook on an average day
27 per cent of the population received news via Facebook. It made Facebook the most used social networking service for news. However, the variation was large between different age groups. Among 15–24-year-olds, Instagram was the most used source of news among the social networking services.
Access to the smartphones is almost total – except among the oldest
In 2022, 97 per cent of the population had access to a smartphone. The smartphone was thus the most widespread media technology in Sweden, ahead of both television and laptops. The dominance of the smartphone, however, did not apply to the oldest age group: 65–85 years old. In this group, one in ten did not have a smartphone, while almost everyone had a television. 69 per cent of the population had access to a tablet and 68 per cent to a media player (such as Apple TV or Chromecast).
Half of the population had a subscription daily newspaper
In 2022, 52 per cent of the population had access to a subscription daily newspaper in their household. 50 per cent had access to a subscription morning newspaper. Most (42%) had a digital subscription, and 27 per cent had access to a subscribed printed paper. 7 per cent of the population had access to a subscription to a digital plus service from an evening newspaper.
Three-quarters of the population had access to a television streaming service
In 2022, 76 per cent of the population had access to a subscribed streaming service for television (e.g., Netflix). 68 per cent had access to a subscription streaming service for music or podcasts (e.g., Spotify). The availability was highest in the 15–24 age group and lowest in the 65–85 age group. 52 per cent of the population had access to channel packages for television.