In 2025, 52 percent of Swedes between the ages of 9 and 85 watched YouTube on a typical day. This is an increase of five percentage points compared to the previous year.
This means that the video-sharing service is replacing traditional TV viewing, which is declining in favor of streaming services, according to the Media Barometer from Nordicom at the University of Gothenburg.
"Although usage is still clearly most widespread among younger people, the fastest increase is occurring in older age groups. YouTube has an enormously wide range of content, and right now we clearly see that more and more older people are also finding their way there," says survey leader Elisabeth Falk in a press release.
