Decoding the Connected Consumer: Sweden 2026

99% of Sweden’s digitally connected population uses a combination of streaming, mobile apps, digital audio, and digital news at least twice per week—demonstrating broad, reliable reach across the open internet.

Connected consumers spend significant time across multiple forms of digital media each day, including:

• 2+ hours on gaming apps, streaming video, mobile service apps, and streaming music
• 1+ hour listening to podcasts and reading digital news

This activity spans different times, devices, and environments, creating multiple opportunities for advertisers to deliver contextually relevant messages

Across all contexts, consumers rank product relevancy and ad personalisation as the factors most likely to boost brand recall. Not only is the reach of the open internet extensive, it also allows advertisers the ability to target the right consumers, at the right time, with the most effective channel for their environment.

Streaming frequently takes place on larger screens and in shared environments with an average of one additional viewer.

59% of viewers are also regularly using a smartphone (“second screening”) while watching content on a CTV. Among them, 25% are using their second device to online shop, highlighting the potential for shoppable and interactive advertising experiences.