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Swedish TV at a Turning Point: From Linear Broadcasts to Digital Dominance Sweden’s television landscape is undergoing a dramatic transformation as traditional broadcast viewing declines and digital platforms reshape how audiences consume video content. According to the latest media research, the shift toward streaming services and social video platforms is now unmistakable, with profound implications for broadcasters, consumers, and regulators alike. Traditional TV Losing Ground For decades, linear television — where programs are watched at scheduled times on channels like SVT1 , SVT2 and TV4 — was the heart of Swedish media consumption. News broadcasts such as Rapport and Aktuellt dominated prime-time viewership, becoming daily routines for millions. However, new data shows that this era is fading. Scheduled TV’s daily reach in Sweden has fallen sharply over the past decade. Once reaching around 85 % of the population, linea...