Respondents in this survey answered questions about how often they stream, which services they have access to and the reasons they subscribe, cancel, or re-subscribe to services. The responses reveal interesting differences across demographics and national borders. Swedes are the most active streamers, while Norway leads in daily live TV viewing. Men gravitate toward live sports, while women prefer films. Generational insights show a significant increase in daily streaming among older audiences, while younger viewers continue to adopt new platforms at a faster pace. While subscribing to a variety of streaming services has become routine, many households seem to reconsider their mix of free and paid services. Together, this year’s findings offer a snapshot of selective viewing habits and shifting loyalties across platforms.

Streaming 2024: A daily habit in Scandinavian households

In 2024, streaming is no longer an activity preferred only by the young, as it now spans all demographics. 38% of viewers stream films and TV series daily, positioning on-demand content as a leading choice for on-screen entertainment. Live TV remains steady at 20%.

Figure 1. Daily on-screen entertainment: Yearly development
Below is a list of activities that you may do on your devices. Which, if any, of these do you do at least once a day?

^{Base: All adults 18-75. Base size: 2022 (n=2,003) 2023 (n=1,981) 2024 (n=1,996).
Note: Multiple choice question.}

Women are slightly more likely than men to stream films or TV series daily (40% vs. 36%). Engagement in watching TV programmes on-demand via catch-up services is similar between genders, with 24% of males and 23% of females participating daily. However, males are more likely to watch live TV (26%) compared to females (18%). These differences may stem from varying content preferences and viewing habits. For example, females might prefer the flexibility of streaming services to suit their schedules, while males may favor live TV for events such as sports.

Figure 2. Daily on-screen entertainment: Gender
Below is a list of activities that you may do on your devices. Which, if any, of these do you do at least once a day?

^{Base: All adults 16-75. Base size: Men, 2024 (n=2,116) Women, 2024 (n=2,059).
Note: Multiple choice question.}

From Gen Z to Baby Boomers: Daily streaming reaches every generation

Young viewers continue to lead the streaming trend, but daily streaming is gaining ground across all generations. The sharpest increase is seen in the 25-34 age group, which rose from 33% in 2021 to 49% in 2024. Younger audiences, particularly 18-24-year-olds, lead the way with 53% streaming daily, while older age groups show steady growth, signaling a cross-generational shift towards on-demand viewing. TV series and films are central to this trend, appealing to a wide range of ages and firmly establishing streaming as a top media choice across all demographics.

Figure 3. Daily on-screen entertainment: Age
Below is a list of activities that you may do on your devices. Which, if any, of these do you do at least once a day? (The figure shows the respondents who chose “Stream films/series”)

^{Base: All adults 18-75. Base size: 18-24, 2021 (n=249) 25-34, 2021 (n=372) 35-44, 2021 (n=353) 45-54, 2021 (n=378) 55-64, 2021 (n=314)
65-75, 2021 (n=335) 18-24, 2024 (n=219) 25-34, 2024 (n=374) 35-44, 2024 (n=358) 45-54, 2024 (n=373) 55-64, 2024 (n=334) 65-75, 2024 (n=336).
Note: Multiple choice question.}

Regionally, Sweden demonstrates the highest daily streaming engagement, with 41% regularly choosing on-demand films and series. Denmark exhibits more moderate viewing habits in this regard, with 33% of Danes streaming films or series daily. In Norway, the figure stands at 38%, but Norwegians show the strongest preference for live TV (25%).

Figure 4. Daily on-screen entertainment: Country
Below is a list of activities that you may do on your devices. Which, if any, of these do you do at least once a day?

^{Base: All adults 16-75. Base size: Norway (n=1,050) Sweden (n=2,003) Denmark (n=1,147).
Note: Multiple choice question.}

Access to streaming platforms settles into stability

Access to subscription video on demand (SVOD) services saw a modest recovery in 2024, with Norway maintaining the lead in Scandinavia at 78%, while Sweden and Denmark follow at 74%. As previously noted, Sweden leads in streaming engagement, which indicates that Swedes are making greater use of their subscriptions compared to their neighboring countries.

Belgium remains the outlier with consistently lower levels of access to SVOD services compared to other countries. In 2022, only 53% of Belgian respondents reported access to at least one paid SVOD service, a figure that declined slightly to 47% in 2023, before stabilizing at 49% in 2024.

Figure 5. Access to SVOD services: Country and yearly development
Which, if any, of the following paid digital subscription services do you have access to? (The figure shows the respondents who have access to at least one video streaming service)

^{Base: All adults 18-75. Base size: Norway, 2022 (n=1,000) 2023 (n=999) 2024 (n=1,050) Sweden, 2022 (n=1,908) 2023 (n=1,995) 2024 (n=2,003) Denmark, 2022 (n=1,092) 2023 (n=1,000) 2024 (n=1,147) Netherlands, 2022 (n=2,000) 2023 (n=2,000) 2024 (n=2,000) United Kingdom, 2022 (n=4,011) 2023 (n=4,000) 2024 (n=3,995) Italy, 2022 (n=2,000) 2023 (n=2,000) 2024 (n=2,000) Belgium, 2022 (n=2,000) 2023 (n=2,000) 2024 (n=2,000).
Note: Multiple choice question.}

As Scandinavian streaming subscriptions adjust to post-pandemic life, SVOD services have found stable footing. Younger demographics remain consistent in maintaining their subscriptions, while older groups show a pattern of rising interest in 2022, a decline in 2023, and partial recovery in 2024.

This stabilization reflects a shift towards more balanced and sustainable subscription habits, as households adjust their budgets for the long term. SVOD has become a steady and essential part of the media landscape – even if spending remains below peak levels.

Figure 6. Access to SVOD services: Age and yearly development
Which, if any, of the following paid digital subscription services do you have access to? (The figure shows the respondents who have access to at least one video streaming service)

^{Base: All adults 18-75. Base size: 18-24, 2022 (n=487), 2023 (n=464), 2024 (n=468), 25-34, 2022 (n=752), 2023 (n=776), 2024 (n=775), 35-44, 2022 (n=709), 2023 (n=699), 2024 (n=701), 45-54, 2021 (n=761), 2022 (n=758), 2023 (n=646), 2024 (n=745), 55-64, 2021 (n=652), 2022 (n=651), 2023 (n=676), 2024 (n=675), 65-75, 2022 (n=644), 2023 (n=633), 2024 (n=634).
Note: Multiple choice question.}

Men surpass women in access to SVOD

In 2024, gender dynamics shifted in the Scandinavian countries, with men surpassing women in SVOD access for the first time—77% of men subscribed compared to 74% of women. This development reflects a steady yet evolving streaming market, highlighting subtle changes in consumer behavior.

Figure 7. Access to SVOD services: Gender and yearly development
Which, if any, of the following paid digital subscription services do you have access to? (The figure shows the respondents who have access to at least one video streaming service)

^{Base: All adults 18-75. Base size: Men, 2022 (n=2,017) Women, (1,966) Men, 2023 (n=2,015) Women, 2023 (n=1,963) Men, 2024 (n=2,015) Women, 2024 (n=1,962).
Note: Multiple choice question.}

Netflix reigns, other services gain ground

Netflix remains the clear preference in Scandinavia, leading the streaming market with over half of Scandinavian viewers having access to the service. Amazon Prime Video shows notable growth in Sweden, reaching 19% of viewers, likely driven by the availability of Amazon Prime—a subscription combining streaming, shopping, and delivery—services uniquely available in Sweden within the Scandinavian region. Meanwhile, newer players like Disney+ and Discovery+ have maintained stable market shares, highlighting the increasing diversification of streaming options.

The recent mergers of Max and Discovery+, as well as C More and TV4, suggest potential consolidation in the market, which could reshape the competitive streaming landscape in the region. Additionally, we may see more third-party aggregation as some streaming services move away from the increasingly challenging direct-to-consumer model.

Figure 8. Access to SVOD services: Country
Which, if any, of the following digital subscription services do you have access to?

^{Base: All adults 16-75. Base size: Norway (n=1,050) Sweden (n=2,003) Denmark (n=1,147).
Note: Multiple choice question.}

Cancellations and re-subscriptions both rise as viewers juggle options

In 2024, both cancellations and re-subscriptions increased, suggesting that viewers are managing their streaming subscriptions more dynamically. Re-subscriptions rose to 15%, indicating that users are willing to return to platforms when fresh, appealing content becomes available. This trend highlights how households are increasingly treating streaming services as flexible, rotating options rather than fixed monthly commitments.

Figure 9. SVOD services subscribers and re-subscribers: Yearly development
Description automatically generated with medium confidenceIn the past 12 months, have you or someone else in your household subscribed to any paid subscriptions for a video streaming service (e.g. Netflix, Disney+), or cancelled an existing ones?

^{Base: All adults 18-75. Base size: 2022 (n=4,000) 2023 (n=3,994) 2024 (n=3,999).
Note: Multiple choice question.}

Viewers are cancelling subscriptions not only to manage costs but also to navigate the growing number of options on the market. Rising inflation has tightened household budgets, likely leading many to set a cap on their streaming expenses.

Figure 10. SVOD services subscribers and re-subscribers: Country
You mentioned you have cancelled a paid subscription for a video streaming service in the last 12 months. Why did you cancel?

^{Base: All adults 16-75. Base size: Norway (n=1,050) Sweden (n=2,003) Denmark (n=1,147).
Note: Multiple choice question.}

The idea that consumers are becoming more cost-conscious is supported by the rise in bundled subscriptions, which typically offer lower costs compared to individual subscriptions. This trend has been observed across all platforms included in the study. In markets like Sweden, where multiple subscriptions are more common, managing these platforms has become increasingly challenging.

This selective approach to streaming suggests that households are prioritizing both content and cost, rotating services as needed to balance their viewing needs. Another contributing factor may be the availability of popular titles across multiple services, rather than being locked to specific platforms. This makes it easier for consumers to switch between platforms without losing access to key shows or films.

In line with predictions from Deloitte's TMT Predictions 2025, the trend of stacking—subscribing to multiple standalone streaming services—appears to be reaching its peak. The market is expected to transition towards traditional-style TV bundles, where content from various providers is aggregated into a single package. This approach offers consumers greater convenience and cost savings while helping providers reduce churn.

Figure 11. Access to streaming service through a bundle: Yearly development
Which, if any, of the following streaming services do you have access to through a bundle? (The figure shows share of users who have access through a bundle)

^{Base: All adults 18-75 who have access to the service. Base size: TV2Play (NO), 2023 (n=407) 2024 (n=444) C More, 2023 (n=554) 2024 (n=334) Viaplay, 2023 (n=1,272) 2024 (n=1,218) TV2Play (DK), 2023 (n=358) 2024 (n=428) HBO Max, 2023 (n=1,336) 2024 (n=1,373) Netflix, 2023 (n=2,031) 2024 (n=2,138) Discovery+, 2023 (n=580) 2024 (n=499) YouTube Premium, 2023 (n=201) 2024 (n=281) Spotify Premium, 2023 (n=1,818) 2024 (n=1,814) Apple TV+, 2023 (n=256) 2024 (n=261) Disney+, 2023 (n=1,226) 2024 (n=1,255) Amazon/Prime Video, 2023 (n=408) 2024 (n=627).
Note: Multiple choice question.}

Younger viewers embrace free streaming and ad-supported video on demand

Free video streaming services are gaining popularity in Scandinavia, with platforms like YouTube and local channels such as SVT Play and NRK TV leading in usage. Many viewers are attracted by the no-cost access these services provide, even as paid streaming continues to remain strong.

Figure 12. Free video streaming: Country
Which, if any, of the following free video streaming services do you currently use? (Figure showing respondents who chose at least one free video streaming service)

^{Base: All adults 16-75. Base size: Norway (n=1,050) Sweden (n=2,003) Denmark (n=1,147).
Note: Multiple choice question.}

National broadcasters are especially popular in the Scandinavian countries. Sweden’s video-on-demand service, SVT Play, has the highest appeal among national public broadcasters in Scandinavia, with a 76% usage rate.

YouTube, however, stands out as a widely used platform across all three countries, with particularly strong adoption in Sweden. In contrast, platforms such as Pluto TV and Rakuten TV attract significantly fewer users, reflecting their more niche appeal within the no-cost Scandinavian streaming landscape.

Figure 13. Use of free streaming services: Country
Which, if any, of the following free video streaming services do you currently use?

^{Base: All adults 16-75. Base size: Norway, 2024 (n=1,050) Sweden, 2024 (n=2,003) Denmark, 2024 (n=1,147).
Note: Multiple choice question.}

National broadcasting services continue to dominate streaming preferences across all age groups, with platforms such as SVT Play, NRK TV, and TV4 Play leading in accessibility and engagement. Notably, SVT Play is the most widely used, reaching 85% of users in the 65–75 age group, while maintaining strong engagement among younger audiences (62% in the 18–24 demographic).

In contrast, international commercial streaming services such as Netflix, Max (HBO), and Disney+ show a steady decline in usage with age, as observed in previous surveys. Netflix leads among younger audiences, with 71% usage in the 18–24 age group, but this drops sharply to just 26% in the 65–75 age group. Disney+ and Max (HBO) struggle with consistent engagement, with Disney+ usage falling as low as 8% among older viewers.

This clear distinction highlights the preference for free, local content provided by national broadcasters among older consumers, while younger viewers are more inclined to engage with subscription-based international platforms.

Figure 14. National broadcasting vs. International commercial streaming services: Age
International commercial streaming services: Which, if any, of the following digital subscription services do you have access to? National broadcast streaming services: Which, if any, of the following free video streaming services do you currently use?

^{Base: All adults 18-75. Base size: (Netflix, HBO Max and Disney+): 18-24, 2024 (n=444) 25-34, 2024 (n=715) 35-44, 2024 (n=647) 45-54, 2024 (n=721) 55-64, 2024 (n=678) 65-75, 2024 (n=678). (NRK TV): 18-24, 2024 (n=119) 25-34, 2024 (n=193) 35-44, 2024 (n=183) 45-54, 2024 (n=191) 55-64, 2024 (n=166) 65-75, 2023 (n=148). (SVT Play and TV4 Play): 18-24, 2024 (n=216) 25-34, 2024 (n=382) 35-44, 2024 (n=343) 45-54, 2024 (n=351) 55-64, 2024 (n=317) 65-75, 2024 (n=310). (DRTV): 18-24, 2024 (n=125) 25-34, 2024 (n=184) 35-44, 2024 (n=162) 45-54, 2024 (n=189) 55-64, 2024 (n=177) 65-75, 2024 (n=163).
Note: Multiple choice questions.}

Ad-supported video on demand (AVOD) is also growing, with over 20% of viewers in Scandinavia now using services that include ads. Younger audiences are especially open to AVOD. Regionally, Denmark is showing the highest interest—over a quarter of the respondent’s report using ad-supported streaming suggesting a growing acceptance of ads in exchange for lower costs.

Figure 15. AVOD subscription
Description automatically generatedIn the last 12 months, have you or someone else in your household subscribed to any paid streaming service that shows adverts during or between programmes?

^{Base: All adults 16-75. Base size: 4,200.}

Figure 16. AVOD subscription: Country
In the last 12 months, have you or someone else in your household subscribed to any paid streaming service that shows adverts during or between programmes? (The figure shows respondents who answered “Yes, I/we have subscribed to a paid streaming service that shows adverts)

^{Base: All adults 16-75. Base size: Norway (n=1,050) Sweden (n=2,003) Denmark (n=1,147).}

Selective sports streaming: Major events keep viewers subscribing

The report reveals that interest in sports streaming subscriptions varies significantly by league. Major events such as the Euro and World Cup generate the most consistent interest, while other leagues experience considerably lower demand. This trend indicates that viewers are becoming increasingly selective, opting to subscribe only to platforms that offer high-profile tournaments rather than committing to multiple services.

Figure 17. Sports and streaming
Description automatically generatedFor each one, please say whether, or not, you would subscribe to a streaming service provider if it was the only way you could watch them?

_{Base: All adults 16-75. Base size: n=4,200.}

One possible explanation for this development is that users subscribe temporarily for key events and then cancel, avoiding the need for ongoing subscriptions across multiple platforms. This selective behavior may be reinforced by the fragmentation of sports rights, which now requires access to several services to watch different leagues and tournaments. As a result, viewers may prefer flexible, event-based subscriptions over long-term commitments.

Since the study was conducted, there has been an interesting shift in who is streaming what. Netflix, Prime, and Max, which until recently had limited sports content, are now heading in a new direction. A widely discussed event was the Tyson-Paul boxing match, which Netflix reported was watched in 60 million households globally. On Christmas Day, Netflix will also broadcast the popular NFL Christmas Day marquee games.

Following the merger of HBO and Discovery+ into Max, the platform now offers a broad range of sports content and also broadcast the Olympic Games in 2024. In Sweden, Amazon Prime has acquired the rights to several Premier League matches from Viaplay, a company that has struggled to achieve profitability with its sports-based subscriptions.

Overall, these developments point to a changing market that could further influence viewer habits in the years to come.