Video in home

Monthly viewing by media company and platform. From MMS Scandinavia January 2025 to April 2026. This is tracked in their panel on wifi level for actual consumption and usage. No data can be seen on program level but this is what allows them to track all companies including Netflix, Disney and YouTube for example.

Avg daily rating
1,2m

People watching any measured video in an average minute.

Avg daily reach
7,0m

People per day who watched at least 3 consecutive minutes.

Avg minutes / day
171,9

Viewing time per person per day, across the whole population.

Media consumption over time

All months · All 3+ audience

Media consumption by media company

April 2026 · All 3+ audience

TV4
40,6
SVT
33,9
YouTube
20,5
Others
17,5
WBD
14,3
Meta
11,9
Viaplay
11,0
Netflix
7,9
TikTok
4,7
Disney
4,0
Amazon
1,3
Snapchat
0,9
BBC
0,5
ATG
0,5
Apple TV
0,5
Schibsted
0,4
Paramount
0,4
SkyShowtime
0,3
X
0,2
A&E Networks
0,2
Bonnier
0,1
Microsoft
0,1
UR
0,1
Rakuten
0,0
Plex
0,0
Broadcaster
Streamer
Social
Other
Minutes by type

Daily minutes per capita by media type, across audiences · April 2026

Share of market

April 2026 · All 3+ audience

Media consumption by week

All measured video combined, by week · All 3+ audience

All media companies

April 2026 · All 3+ audience

Media company
TV4Broadcaster
290k2,9m40,6142,223,6 %23,6 %
SVTBroadcaster
242k3,4m33,9101,419,7 %19,7 %
YouTubeSocial
146k2,3m20,592,611,9 %11,9 %
OthersOther
125k3,3m17,554,610,2 %10,2 %
WBDBroadcaster
102k1,6m14,388,98,3 %8,3 %
MetaSocial
85k2,2m11,956,56,9 %6,9 %
ViaplayBroadcaster
79k1,4m11,083,36,4 %6,4 %
NetflixStreamer
57k880k7,992,84,6 %4,6 %
TikTokSocial
34k611k4,779,42,8 %2,8 %
DisneyStreamer
28k480k4,085,32,3 %2,3 %
AmazonStreamer
9k148k1,390,70,8 %0,8 %
SnapchatSocial
6k325k0,928,40,5 %0,5 %
BBCOther
4k107k0,549,70,3 %0,3 %
ATGOther
4k57k0,590,50,3 %0,3 %
Apple TVStreamer
4k107k0,547,00,3 %0,3 %
SchibstedOther
3k271k0,416,00,2 %0,3 %
ParamountStreamer
3k79k0,451,10,2 %0,2 %
SkyShowtimeStreamer
2k39k0,382,30,2 %0,2 %
XSocial
2k84k0,227,40,1 %0,1 %
A&E NetworksBroadcaster
2k50k0,243,20,1 %0,1 %
BonnierOther
90045k0,128,90,1 %0,1 %
MicrosoftOther
60058k0,114,90,1 %0,1 %
URBroadcaster
50016k0,145,30,0 %0,0 %
RakutenStreamer
05k0,00,00,0 %0,0 %
PlexStreamer
07k0,00,00,0 %0,0 %
Media consumption by audience

Minutes by age band · April 2026

Broadcasters

TV4
15-24
8,4
25-34
15,2
35-44
15,9
45-54
32,9
55+
88,4
SVT
15-24
7,3
25-34
9,9
35-44
17,0
45-54
23,2
55+
72,5
WBD
15-24
3,5
25-34
8,2
35-44
7,6
45-54
13,5
55+
28,5
Viaplay
15-24
2,2
25-34
4,8
35-44
5,4
45-54
9,0
55+
23,4

Streamers

Netflix
15-24
5,7
25-34
11,4
35-44
10,6
45-54
9,6
55+
5,4
Disney
15-24
3,6
25-34
7,6
35-44
5,3
45-54
2,8
55+
2,3
Amazon
15-24
1,3
25-34
2,3
35-44
2,0
45-54
1,8
55+
0,7
Apple TV
15-24
0,2
25-34
0,5
35-44
1,4
45-54
0,7
55+
0,3
Paramount
15-24
0,1
25-34
0,5
35-44
0,6
45-54
0,3
55+
0,4
SkyShowtime
15-24
0,1
25-34
0,4
35-44
0,5
45-54
0,6
55+
0,3

Social

YouTube
15-24
26,7
25-34
34,1
35-44
23,8
45-54
19,3
55+
10,9
Meta
15-24
6,3
25-34
13,0
35-44
14,4
45-54
15,0
55+
15,8
TikTok
15-24
14,8
25-34
7,1
35-44
2,8
45-54
2,8
55+
1,5
X
15-24
0,3
25-34
0,4
35-44
0,3
45-54
0,2
55+
0,2
Snapchat
15-24
2,3
25-34
1,2
35-44
0,6
45-54
0,5
55+
0,3

Other

BBC
15-24
0,1
25-34
0,0
35-44
0,5
45-54
0,7
55+
1,0
Schibsted
15-24
0,0
25-34
0,1
35-44
0,2
45-54
0,4
55+
1,0
Bonnier
15-24
0,0
25-34
0,1
35-44
0,1
45-54
0,1
55+
0,2
Microsoft
15-24
0,1
25-34
0,1
35-44
0,1
45-54
0,1
55+
0,1