Magnite finds 99% of Sweden's digitally connected adults use ad-supported media daily
MGNI•Magnite’s analysis found 99% of Sweden’s digitally connected adults use ad-supported media daily. Three-quarters of households stream video, averaging 2.5 hours daily.
1. Streaming habits in Sweden
Magnite’s October 21, 2026, analysis found that 99% of Sweden’s digitally connected adults use ad-supported media daily. Three-quarters of households stream video content, with viewers averaging 2.5 hours a day; streaming peaks between 5 p.m. and 9 p.m., and 77% of TV streamers watch with others.
2. Ad recall and viewing
Nearly 40% of co-viewers discuss ads while watching, and nearly 60% of TV streamers regularly use another device at the same time. Product relevance drives ad recall for 54% of Swedish consumers, outweighing entertainment, generic personalization or brand familiarity.
