Video viewing via social media has increased significantly in recent years. Mediavision’s latest analysis clearly shows that young people in Sweden are devoting more of their time to this video format. Generation Z, or 15–24-year-olds, spend on average almost an hour daily watching video on social media.

15–24-year-olds in Sweden spend average 55 minutes per day watching videos on social media. This accounts for nearly half of all online video consumption for this group, often referred to as “Generation Z.” This finding is presented by Mediavision in its third-quarter analysis of the Swedish TV & streaming market. Social video is available on platforms such as Facebook, Instagram, and TikTok. These services primarily offer short video clips in endless feeds, where content is customized for the user through algorithms. TikTok is the platform with the highest viewing time among these services.

“Growth in social video has not gone unnoticed. It has become increasingly common and is now a natural part of media consumption, especially in younger audiences,” comments Fredrik Liljeqvist of Mediavision.

Watching videos on social media is particularly common among younger people. However, even in slightly older groups, such as those aged 25–44, consumption is widespread. Viewing time in this age group is approximately 30 minutes per day, spread across various platforms.

“Since video consumption has grown so much, and across such large groups, it will impact all media companies moving forward,” Liljeqvist continues.

The changing viewing habits mean that platforms like Facebook, Instagram, and TikTok are competing with traditional TV and streaming providers. At the same time, there are strong indications that discussions about youth’s safety on social media will further intensify in the coming years. For example, Australia recently voted for a law setting a minimum age of 16 for social media use.

“Discussions about regulating young people’s use of social media have increased over the past year, even here in Sweden. This could, of course, impact both media consumption and industry players. Regardless of the outcome, we can already state that social video holds a central place in many Swedes’ media consumption,” concludes Liljeqvist.