Mediavision research finds that over 60 per cent of Swedish households subscribe to at least one service for music or TV streaming. And among the streaming households, almost half subscribe to a music service, a high figure also internationally.
The great interest in Spotify among Swedes is partly explained by the country’s general interest in digital media. A grand total of 61 per cent of Swedish households (15-74 years) subscribe to at least one service for music or TV streaming (Q4, 2017). Among these streaming households, 43 per cent subscribe to a music service. ie, 26 per cent of all Swedish households subscribe to at least one music streaming service. This is high compared to other markets. In US, 11 per cent subscribe to a service for streamed music.
At the same time, there are major differences between younger and older consumers. Among 15-34 year olds, approx 40 per cent subscribe to streamed music while the equivalent figure is only 10 percent among older (55-74 year olds).