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April 21, 2026
The number of paid streaming video subscriptions continues to grow in Sweden and has now reached a record high of 11 million. At the same time, the market is characterized by high churn, with more than four million subscribers having canceled service over the past year, according to new data from Mediavision.
The Swedish streaming market continues to grow in 2026. New households are joining, while existing households are accumulating more subscriptions, says Fredrik Liljeqvist, principal analyst at Mediavision.
Growth in the streaming market is not one-directional. Behind the increase lies high movement both into, out of, and between subscriptions, says Liljeqvist.
“Looking at all paid streaming subscriptions that have been active at any point during the past 12 months – more than 14 million in total – only 40% have been stable,” he said. “The remaining 60% consist of either canceled, reactivated, or new subscriptions.”
Liljeqvist says the high churn level reflects intense competition and dynamic consumer behavior, where households frequently switch between different services and packages.
“The strong subscription growth we have seen recently is likely not sustainable in the long term,” he said. “Going forward, it will therefore become increasingly important for services to both retain customers and reactivate former subscribers.”
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