Pay TV and streaming video in Sweden: trends and forecasts 2023–2028

03 April 2024 | Research

Martin Scott

Forecast report | PPTX and PDF (4 slides); Excel | Video, Gaming and Entertainment

"Operators in Sweden will maintain their strong presence in the pay-TV and streaming video space and will account for almost half of all revenue generating units (RGUs) and most spend between now and 2028."


IP-based services will account for all future growth in the pay-TV market but both the pay-TV and streaming video markets are saturated. Future growth in the number of streaming video RGUs will come from ad-supported services.

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

  • Allente
  • Discovery+
  • Disney+
  • MAX
  • SkyShowtime
  • Tele2
  • Telenor
  • Telia (TV4)


  • 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 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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