"The shift from linear TV to streaming is happening at a rapid pace among the sports audience. We are pleased that so many appreciate the experience of live sports in SVT Play," says Anna Careborg, news and sports director at SVT, about the fact that a third of the Swedish population now follows football championships via app.
Matches from the World Cup are now among the five highest-rated programmes measured in SVT Play.
"One of our most important goals with the World Cup was that the audience would be able to experience the World Cup in their own way," says SVT's sports director Max Bursell.
In total, more than six million Swedes watched SVT's World Cup broadcasts live or on Play.
