Sweden: consumer survey
29 October 2026 | Research
Survey report | PPTX and PDF; Excel | Fixed Services| Mobile Services
"Tele2's fixed Net Promoter Score has risen from the lowest to above average, but churn intention remains elevated."
In Sweden, sub-brands and fixed challengers such as Bahnhof lead on Net Promoter Score (NPS). This puts pressure on the main brands, especially Telia, which has the lowest NPS in both fixed broadband and mobile. At the same time, data allowances are growing at broadly flat prices, and the move of the Swedish football league to TV4 Play has reshaped the streaming market.
This report provides key findings from consumer survey data from Sweden and gives an analysis at the operator level. It covers fixed broadband, mobile and pay-TV services.
The survey was conducted in association with Dynata between 3Q 2026. The survey group was chosen to be representative of the mobile-internet-using population in Sweden. We set quotas on age, gender and geographical spread to that effect. There were at least 1002 respondents.
Questions answered in this report
- What are the most significant factors that affect NPSs for fixed broadband and mobile operators in Sweden? Which operators score highly and why?
- What are the most significant drivers of fixed broadband and mobile churn in Sweden and how can operators approach customer retention?
- What are the mobile and fixed broadband data usage patterns among respondents in Sweden?
- What are the most popular pay-TV and video streaming services in Sweden? Which services lead to high satisfaction scores and why?
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Consumer survey
Analysys Mason's annual consumer survey tracks and measures consumers’ changing telecoms and media habits, device ownership, connectivity options and future plans
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