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 – particularly among younger audiences.
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.
Insights from Sweden
- YouTube overtook scheduled television in daily reach for the first time. 52% of Swedes aged 9–85 used YouTube on an average day, compared with 46% for linear TV.
- Streamed TV remained the largest video category overall, with a daily reach of 68%.
- 95% of the population consumed moving images in some form on an average day.
- 84% of Swedes used social media daily.
- Newspaper readership continued to decline. Daily newspaper reach fell to 60%, down six percentage points compared with 2024.
- Digital newspapers reached 54% of the population daily, while print newspapers reached 14%.
- Radio listening remained strong. 75% listened to radio and/or podcasts daily.
- In-car radio remained the most common radio platform, used by 53% of the population daily.
- Podcast and on-demand radio listening reached 29% daily.
- Book consumption remained stable compared with many other traditional media formats. 49% of the population engaged with a book on an average day.
- Printed books remained the dominant format, ahead of audiobooks and e-books.
- Instagram and Facebook remained the country’s most widely used social platforms overall, while Snapchat, Instagram, and TikTok dominated among younger users.
- 77% of the population had access to subscription-based TV streaming services such as Netflix.
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.
Download and read the report (in Swedish).
Insights from Norway
- 82% of Norwegians used social media on an average day in 2025.
- Nearly everyone aged 16–19 used social media daily and spent just over four hours per day on social media.
- Daily social media use among children aged 9–12 increased from 39% in 2024 to 54% in 2025.
- 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.
- 96% of the population used the Internet daily in 2025.
- Norwegians spent an average of 4 hours and 32 minutes online per day.
- Average daily screen time reached 5 hours and 21 minutes.
- People aged 16–24 had the highest average screen time at 7 hours and 12 minutes daily.
- 90% of the population had access to at least one paid streaming service such as Netflix, TV2 Play, or Viaplay.
- Netflix remained the most widely available paid streaming service, with 70% of the population reporting household access.
- TV2 Play reached 54% household access in 2025, double the level measured in 2021.
- 50% of the population watched streamed video content on an average day.
- Daily linear TV viewing remained at 46% of the population.
- Daily radio listening remained stable at 43% of the population.
- 61% of Norwegians read online newspapers daily, while only 15% read print newspapers daily.
- Among people aged 67–79, daily print newspaper readership fell from 41% in 2024 to 32% in 2025.
- Social media and online newspapers were the most important news sources for younger audiences. 81% of people aged 16–24 used social media daily as a news source.
- 57% of the population used social media to access news on an average day.
- 12% of the population did not consume news daily from either traditional media or social media.
- 77% of children aged 9–15 played digital games daily.
- Among 9–15-year-olds, average daily screen time was close to five hours.