Sweden: pay-TV and streaming video forecast 2024–2030

08 August 2025 | Research

Martin Scott

Forecast report | PPTX and PDF (3 slides); Excel | Global Pay-TV and Video Metrics and Forecasts


"Operators in Sweden will maintain their strong presence in the pay-TV and streaming video space throughout the forecast period."

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IP-based services will account for all future growth in the Swedish pay-TV market, but the market is near-saturated. We expect that IP-based solutions will account for 74% of RGUs and 84% of spend by 2030.

This report provides detailed 5-year forecasts for the adoption of pay-TV and streaming video services in Sweden. It includes data on key metrics, describes key market developments and analyses operators’ strategies.

Geographical coverage and key metrics

Geographical coverage

 

Key metrics

Country modelled

  • Sweden

Companies discussed in this report

  • Tele2/ComHem
  • Telenor
  • Telia
  • Viaplay/Allente

 

  • Revenue generating units (RGUs)
  • Retail revenue (spend)
  • Average retail revenue per RGU (ARPU)

Pay TV is split by the following access technologies:

  • cable (CATV)
  • pay digital terrestrial TV (DTT)
  • satellite (DTH)
  • operator streaming video
  • third-party streaming

Streaming video is split as follows:

  • RGU and households
  • Retail revenue
    • operator direct-to-consumer (D2C)
    • third-party via operator sales channels
    • third-party D2C
  • Ad tier or full-price tier

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Author

Martin Scott

Research Director