{"id":23148,"date":"2026-05-20T20:40:53","date_gmt":"2026-05-20T18:40:53","guid":{"rendered":"https:\/\/nordmedianetwork.org\/?post_type=news&#038;p=23148"},"modified":"2026-05-20T20:40:54","modified_gmt":"2026-05-20T18:40:54","slug":"nordic-media-barometers-2025-digital-platforms-tighten-their-grip","status":"publish","type":"news","link":"https:\/\/nordmedianetwork.org\/fr\/latest\/news\/nordic-media-barometers-2025-digital-platforms-tighten-their-grip\/","title":{"rendered":"Nordic Media Barometers 2025: Digital Platforms Tighten Their Grip"},"content":{"rendered":"\n<p class=\"has-l-font-size wp-block-paragraph\">The 2025 Media Barometers from Sweden and Norway point to the same overall trend: digital and platform-based media continue to grow, while traditional formats such as linear TV, radio, and print newspapers keep losing reach \u2013 particularly among younger audiences.<\/p>\n\n\n\n<div class=\"spacing--medium\"><\/div>\n\n\n<div class=\"researcher-block\">\n\t\n\t<a href=\"\/researchers\/malgorzata-anna-pacholczyk\" class=\"researcher-block__researcher\">\n\t\t<div class=\"researcher\">\n\t\t\t<div class=\"researcher__image\" style=\"background-image: url(https:\/\/api.nordmedianetwork.org\/storage\/images\/researchers\/malgorzata-anna-pacholczyk.jpg);\"><\/div>\n\t\t\t<div class=\"researcher__meta\">\n\t\t\t\t<div class=\"researcher__name\">\n\t\t\t\t\tMalgorzata Anna Pacholczyk\t\t\t\t<\/div>\n                <div class=\"researcher__title\">\n                    \n                    Managing Editor &#8211;                     University of Bergen, Norway &#8211; Department of Information Science and Media Studies                <\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/a>\n<\/div>\n\n\n\n<div class=\"spacing--medium\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The latest Media Barometers from Sweden and Norway confirm the continued shift toward platform-based and on-demand media consumption. Both reports show audiences spending more time with streaming services, social media, and digital video, while traditional television and print media continue their long-term decline, particularly among younger audiences.<\/p>\n\n\n\n<p class=\"has-l-font-size wp-block-paragraph\"><strong>Insights from Sweden<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>YouTube overtook scheduled television in daily reach for the first time. 52% of Swedes aged 9\u201385 used YouTube on an average day, compared with 46% for linear TV.&nbsp;<\/li>\n\n\n\n<li>Streamed TV remained the largest video category overall, with a daily reach of 68%.&nbsp;<\/li>\n\n\n\n<li>95% of the population consumed moving images in some form on an average day.&nbsp;<\/li>\n\n\n\n<li>84% of Swedes used social media daily.&nbsp;<\/li>\n\n\n\n<li>Newspaper readership continued to decline. Daily newspaper reach fell to 60%, down six percentage points compared with 2024.&nbsp;<\/li>\n\n\n\n<li>Digital newspapers reached 54% of the population daily, while print newspapers reached 14%.&nbsp;<\/li>\n\n\n\n<li>Radio listening remained strong. 75% listened to radio and\/or podcasts daily.&nbsp;<\/li>\n\n\n\n<li>In-car radio remained the most common radio platform, used by 53% of the population daily.&nbsp;<\/li>\n\n\n\n<li>Podcast and on-demand radio listening reached 29% daily.&nbsp;<\/li>\n\n\n\n<li>Book consumption remained stable compared with many other traditional media formats. 49% of the population engaged with a book on an average day.&nbsp;<\/li>\n\n\n\n<li>Printed books remained the dominant format, ahead of audiobooks and e-books.&nbsp;<\/li>\n\n\n\n<li>Instagram and Facebook remained the country\u2019s most widely used social platforms overall, while Snapchat, Instagram, and TikTok dominated among younger users.\u00a0<\/li>\n\n\n\n<li>77% of the population had access to subscription-based TV streaming services such as Netflix.&nbsp;<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The Swedish data also points to widening generational differences, with younger audiences relying much more heavily on streaming services, YouTube, and social media than older age groups.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.nordicom.gu.se\/sv\/publikationer\/mediebarometern-2025\">Download and read the report (in Swedish)<\/a>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"has-l-font-size wp-block-paragraph\"><strong>Insights from Norway<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&nbsp;82% of Norwegians used social media on an average day in 2025.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&nbsp;Nearly everyone aged 16\u201319 used social media daily and spent just over four hours per day on social media.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Daily social media use among children aged 9\u201312 increased from 39% in 2024 to 54% in 2025.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Social media use also increased sharply among the oldest age group: 43% of people aged 80+ used social media daily in 2025, up 19 percentage points from 2024.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>96% of the population used the Internet daily in 2025.\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Norwegians spent an average of 4 hours and 32 minutes online per day.&nbsp;<\/li>\n\n\n\n<li>Average daily screen time reached 5 hours and 21 minutes.&nbsp;<\/li>\n\n\n\n<li>People aged 16\u201324 had the highest average screen time at 7 hours and 12 minutes daily.&nbsp;<\/li>\n\n\n\n<li>90% of the population had access to at least one paid streaming service such as Netflix, TV2 Play, or Viaplay.\u00a0<\/li>\n\n\n\n<li>Netflix remained the most widely available paid streaming service, with 70% of the population reporting household access.&nbsp;<\/li>\n\n\n\n<li>TV2 Play reached 54% household access in 2025, double the level measured in 2021.&nbsp;<\/li>\n\n\n\n<li>50% of the population watched streamed video content on an average day.&nbsp;<\/li>\n\n\n\n<li>Daily linear TV viewing remained at 46% of the population.&nbsp;<\/li>\n\n\n\n<li>Daily radio listening remained stable at 43% of the population.&nbsp;<\/li>\n\n\n\n<li>61% of Norwegians read online newspapers daily, while only 15% read print newspapers daily.&nbsp;<\/li>\n\n\n\n<li>Among people aged 67\u201379, daily print newspaper readership fell from 41% in 2024 to 32% in 2025.&nbsp;<\/li>\n\n\n\n<li>Social media and online newspapers were the most important news sources for younger audiences. 81% of people aged 16\u201324 used social media daily as a news source.&nbsp;<\/li>\n\n\n\n<li>57% of the population used social media to access news on an average day.&nbsp;<\/li>\n\n\n\n<li>12% of the population did not consume news daily from either traditional media or social media.&nbsp;<\/li>\n\n\n\n<li>77% of children aged 9\u201315 played digital games daily.&nbsp;<\/li>\n\n\n\n<li>Among 9\u201315-year-olds, average daily screen time was close to five hours.<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.ssb.no\/kultur-og-fritid\/tids-og-mediebruk\/artikler\/norsk-mediebarometer-2025\/_\/attachment\/inline\/8bfa8894-3fe9-43a3-b7c2-b24683ec1dfa:93fc3e697678bd0431a89fbb6b58ac561c892e9b\/SA183-web.pdf\">Download and read the report (in Norwegian). <\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"The 2025 Media Barometers from Sweden and Norway point to the same overall trend: digital and platform-based media continue to grow, while traditional formats such as linear TV, radio, and print newspapers keep losing reach \u2013 particularly among younger audiences.","protected":false},"featured_media":23149,"template":"","categories":[258],"class_list":["post-23148","news","type-news","status-publish","has-post-thumbnail","hentry","categories-highlights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Nordic Media Barometers 2025: Digital Platforms Tighten Their Grip - NordMedia Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nordmedianetwork.org\/fr\/latest\/news\/nordic-media-barometers-2025-digital-platforms-tighten-their-grip\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nordic Media Barometers 2025: Digital Platforms Tighten Their Grip - NordMedia Network\" \/>\n<meta property=\"og:description\" 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