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TV, TikTok, and truth: How Scandinavian news habits are shifting in 2024

The 2024 survey provides a vivid snapshot of media habits across Scandinavia. While TV remains the leading source of news, digital platforms are rapidly gaining ground, particularly among younger audiences—highlighting a clear generational shift.

Respondents also shared how they engage with social media for news. The findings reveal a move away from Facebook towards more video-focused platforms such as YouTube and TikTok. This shift presents challenges for media companies, which must adapt to delivering content across multiple platforms to cater to diverse audiences.

The survey further explored issues of misinformation and screen time. Many participants reported feeling increasingly exposed to misinformation, a concern particularly prevalent in Scandinavia. Additionally, 61% of respondents admitted they feel they spend too much time on their phones.

 

Scandinavians choose TV for news, but digital is hot on the trail

In 2024, TV remains the most preferred news source in Scandinavia, with over 60% of respondents selecting it as their top choice. News habits have remained consistent with previous years. Digital news outlets, such as websites and apps, were chosen by 52% of respondents. Social media accounts for 31% as a primary news source, while radio stands at 34% — both showing minimal change over time.

Print media continues its decline, while lower-ranked sources, including email newsletters, podcasts, and messaging platforms, each maintain a small but relative stable following of around 7–12%.

Figure 1. Preferred ways to stay updated on news and current events
Please rank the top 3 ways in which you stay updated on news or current events (The figure shows the respondents who chose the channel as their 1st, 2nd or 3rd priority)

Base: All adults 18-75 Base size: 2022 (n=2,003) 2023 (n=2,013) 2024 (n=2,005).
Note: Multiple choice question.

Young audiences prefer social media over TV news

Scandinavian news consumption habits in 2024 reveal a pronounced generational divide. Among the youngest audience surveyed, social media has become the most important news source, with 24% of 16–24-year-olds using it as their primary source. In stark contrast, only 1% of those aged 65–75 rely on social media for news. Instead, TV news becomes increasingly popular with age, peaking at 49% among the 65–75 demographic. News websites are most favored by the 35–44 age group, though their popularity diminishes among older audiences. These patterns highlight a clear shift towards interactive platforms among younger users, while older audiences continue to prioritize traditional TV.

This generational split presents a strategic challenge for media companies. They must carefully decide where to allocate their investments—whether in traditional TV, which remains popular among older generations, or in digital platforms, preferred by younger audiences. This dual demand requires media companies to not only allocate resources effectively but also adapt content and formats for multiple platforms, all while anticipating a gradual decline in traditional TV viewership.

Figure 2. Preferred ways to stay updated on news and current events: Age
Please rank the top 3 ways in which you stay updated on news or current events (The figure shows respondents most preferred)

Base: All adults 16-75 Base size: 2024 (n=2,005).
Note: Multiple choice question.

TV news dominates Europe, but digital is on the rise

Across Europe, TV news remains the top choice for staying informed among the general population. The notable exception is Norway, where digital news platforms have overtaken TV as the preferred source, with 62% of Norwegians selecting news websites as their top choice. Similarly, the Netherlands and Sweden have significant audiences for digital news platforms, reflecting a growing shift towards online news across Europe, even in regions traditionally dominated by TV.

Figure 3. Preferred ways to stay updated on news and current events: Countries
Please rank the top 3 ways in which you stay updated on news or current events (The figure shows the respondents who chose the channel as their 1st, 2nd or 3rd priority)

Base: All adults 18-75 Base size: Norway (n=510), Sweden (n=952), Denmark (n=543), United Kingdom (n=4,150), Belgium (n=2,000), Italy (n=2,000), Netherlands (=2,000)
Note: Multiple choice question.

Social media as a news source: Facebook declines, video platforms grow

When comparing social media platforms, the longstanding giant Facebook remains the leading news source, though it has experienced a significant decline in recent years. Since 2022, Facebook’s popularity as a preferred news platform has dropped from 71% to 59%.


Instagram holds a steady second place at 48%, while X (formerly Twitter) and Snapchat maintain their respective shares.


Meanwhile, video-focused platforms are gaining momentum as news sources. In 2024, YouTube grew to 28% and TikTok to 21%, continuing their upward trend from recent years.

Figure 4. Preferred social media platforms to stay updated on news and current events: Yearly development
Which social media platforms are your most preferred to stay updated on news or current events?

Base: All adults 18-75 where social media is preferred method to stay updated on news or current events. Base size: 2022 (n=631), 2023 (n=612), 2024 (n=614).
Note: Multiple choice question.

A cross-country comparison of the Scandinavian countries reveals notable differences in respondents’ preferences for social media platforms as sources of news and current events. In Denmark, Facebook remains the most preferred platform, while Swedes rank Instagram at the top.

An interesting finding is that Norwegians rank Snapchat significantly higher than their neighbors. One possible explanation is the successful Snapchat-specific efforts on local content from the leading digital newspaper VG.  

Figure 5. Preferred social media platforms to stay updated on news and current events: Country
Which social media platforms are your most preferred to stay updated on news or current events?

Base: All adults 18-75 where social media is preferred method to stay updated on news or current events. Base size: Norway (n=154), Sweden (n=276), Denmark (n=543).
Note: Multiple choice question (up to three).

Younger audiences abandon Facebook, YouTube and TikTok sprouting

The decline of Facebook as a news source is clearly driven by differing preferences across age groups. Facebook remains heavily dominant among older adults, with 82% of those aged 65–75 using it as their primary social media news platform. In contrast, only 25% of 16–24-year-olds rely on Facebook for news. Instead, younger audiences prefer Instagram, with 62% selecting it as their primary social media news source.

Video-centric platforms are also gaining traction, with YouTube standing out as the most widely used social media channel for news across all age groups. Its broad demographic appeal makes it a go-to source for both younger and older audiences. Meanwhile, TikTok is quickly becoming a favorite among the younger generation, solidifying its position as a rising platform in the news landscape.

Figure 6. Preferred social media platforms to stay updated on news and current events: Platforms
Which social media platforms are your most preferred to stay updated on news or current events?

Base: All adults 16-75 who answered that social media is one of the three most preferred methods to stay updated on news or current events. Base size: 16-24 (n=122), 25-34 (n=183), 35-44 (n=108), 45-54 (n=103), 55-64 (n=55,) 65-75 (n=43).
Note: Multiple choice question (up to three).

More fake news: Higher awareness or higher exposure in Scandinavia?

In 2024, a growing number of respondents reported feeling more exposed to misinformation or doctored material—commonly referred to as fake news. Younger age groups experience this exposure more frequently than older ones, although the numbers have increased across all age groups compared to the previous year.

Figure 7. Subjected to fake news: Age
This question is about information that is presented to be true on social media, but is subsequently proven to be fake. For example, a doctored video, altered photo, untrue articles, misinformation, or content with misleading captions. These days, would you say you are seeing this type of information more or less regularly than you were 12 months ago or are you seeing it with the same level of regularity? (The figure shows the respondents who chose “More regularly now” or “A little more regularly now”)

Base: All adults 18-75. Base size: 18-24, 2023 (n=464), 2024 (n=249), 25-34, 2023 (n=776), 2024 (n=401), 35-44, 2023 (n=699), 2024 (n=343), 45-54, 2023 (n=746), 2024 (n=372), 55-64, 2023 (n=676), 2024 (n=342), 65-75, 2023 (n=633), 2024 (n=298).

Across countries, Scandinavians appear to feel particularly affected by misinformation. Norway experienced the largest increase, with perceived exposure to fake news rising from 36% to 48%. However, the trend is consistently upward across all European countries included in the study.

As exposure to fake news grows, tech companies are intensifying efforts to combat deepfake audio and video. These initiatives include tools that label content generated by AI and detect it in real time—a development highlighted in Deloitte's TMT Predictions 20251.

Figure 8. Subjected to fake news: Country
This question is about information that is presented to be true on social media, but is subsequently proven to be fake. For example, a doctored video, altered photo, untrue articles, misinformation, or content with misleading captions. These days, would you say you are seeing this type of information more or less regularly than you were 12 months ago or are you seeing it with the same level of regularity? (The figure shows the respondents who chose “More regularly now” or “A little more regularly now”)

Base: All adults 18-75 Base size: 2023 Norway (n=999), 2023 Sweden (n=1,905), 2023 Denmark (n=1,090), 2023 United Kingdom (n=4,000), 2023 Italy (n=2,000), 2023 Belgium (n=2,000), 2023 Netherland (n=2,000), 2024 Norway (n=510), 2024 Sweden (n=952), 2024 Denmark (n=498), 2024 United Kingdom (n=4,000), 2024 Italy (n=2,000), 2024 Belgium (n=2,000), 2024 Netherland (n=2,000).

Logging in on social media? Phone, please

Social media continues to play a central role in daily life across Scandinavia, as highlighted in this year's survey. Daily usage remains high, with 86% of Norwegians, 84% of Swedes, and 81% of Danes logging in every day.

Time spent on social media varies by country. In Norway, half of daily users spend up to two hours on social platforms, while 36% report spending even longer. Sweden follows a similar pattern. In Denmark, engagement is slightly lower, with 49% spending up to two hours and 32% exceeding that.

Figure 9. Average daily time spent on social media: Country
On average, how much time, if at all, do you spend on social media? (excluding instant messaging)

Base: All adults 16-75 who have a smartphone. Base size: Norway (n=1,012), Sweden (n=1,920), Denmark (n=996).

Gender differences are also evident in social media use. Women are more active, with 87% using social media daily compared to 81% of men. They also tend to spend more time online; 41% of women spend two or more hours on social media each day, compared to 29% of men. Put another way, women are 50% more likely than men to spend over two hours per day on social media.

Figure 10. Average daily use of social media: Gender
On average, how much time, if at all, do you spend on social media? (excluding instant messaging)

Base: All adults 16-75 who have a smartphone. Base size: Men (n=2,023), Women (n=1,983).

Daily usage has increased across all age groups compared to last year. Among the youngest (18-24), it went from 93% to 95%. The most striking rise came in the 65-75 age group, jumping from 59% to 70%.

Figure 11. Average daily use of social media: Age and yearly development
On average, how much time, if at all, do you spend on social media? (excluding instant messaging)

(Figure shows share of respondents who use social media daily)

Base: All adults 18-75 who have a smartphone. Base size: 2023 18-24 (n=448), 25-34 (n=746), 35-34 (n= 674), 45-54 (n=721), 55-64 (n=648), 65-75 (n=599). 2024 18-24 (n=448), 25-34 (n=744), 35-34 (n= 673), 45-54 (n=719), 55-64 (n=646), 65-75 (n=606).

A majority feel they spend too much time on their phone

This year, Scandinavian respondents demonstrate a growing awareness of their mobile phone habits, with many recognizing potential overuse. 61% of users feel they spend too much time on their phones, a figure that is slightly higher than in previous years.

Figure 12. Overuse of smartphones: Yearly development
Thinking about the following statements, which of the following devices does it apply to, if any? (The figure shows the respondents who chose “Mobile phone”)

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

Phone overuse is particularly evident among younger age groups and those often associated with parenthood. A majority of respondents in these groups report picking up their phones first thing in the morning and staying up too late because of it. Many also admit to using their phones during mealtimes.

While older age groups generally display more restrained usage, there is a growing awareness of screen time across all demographics. Among those aged 65–75, the proportion who feel they spend too much time on their phones increased from 29% in 2023 to 36% in 2024.

Figure 13. Overuse of smartphones: Age
Thinking about the following statements, which of the following devices does it apply to, if any? (The figure shows the respondents who chose “Mobile phone”)

Base: All adults 16-75. Base size: 16-24 (n=608), 25-34 (n=789), 35-44 (n=713), 45-54 (n=758), 55-64 (n=687), 65-75 (n= 645).
Note: Multiple choice question.

Notable gender differences also emerge: 68% of women feel they spend too much time on their phones, compared to 55% of men. Furthermore, 48% of women report that phone use keeps them awake later than intended, compared to 41% of men.

Figure 14. Overuse of smartphones: Gender
Thinking about the following statements, which of the following devices does it apply to, if any? (The figure shows the respondents who chose “Mobile phone”)

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

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