Photo: Nam Y. Huh/TT.

Teenage viewers flock from TV to streaming

"We can engage viewers"
2:30 min

Most parents know that separating teens from their television is no easy task. In Sweden, a third of teenagers watch TV shows or movies for at least 3 hours every day. 

But teens in Sweden are watching more and more programs online by streaming shows or video clips on their computers, tablets or smartphones.

According to MMS, which looks at TV viewing habits in Sweden, the proportion of teenagers and young adults who watch television every day is declining while streaming is on the rise. MMS found that Swedes streamed just over 30 million hours of television this time last year.

And this switch in viewing habits could spell big changes for the country's public broadcaster Swedish Television.

Are Nundal is strategist at SVT in charge of getting teens to choose the channel's online content. He says the broadcaster will likely shy away from on-air programs that target 15 to18 year olds.

Instead of broadcasting on television, Nundal says "we think that, on the web, we can make investments that are more targeted to that age group."

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