The Swedes and the internet 2014

An annual study of the Swedish people's internet habits

6. Entertainment

After personal contact, TV is the best entertainment source for the Swedish people, just above the internet. After that comes radio and further after, the newspaper.

Diagram 6.1. Average assessment in the population of the importance different media as a source of entertainment on a five point scale. Show as table Download

The differences between generations are large. Admittedly, television is an important source of entertainment in all ages, but for the young, the internet is by far the most important.

Diagram 6.3. Average assessment of those in the ages of 16-25 years in the population of the importance of different media as a source of entertainment on a five point scale. Show as table Download

At the same time, the internet is not important for the elderly.

Diagram 6.4. Average assessment of those in the ages of 66-75 years in the population of the importance of different media as a source of entertainment on a five point scale. Show as table Download

Traditional media such as radio and the newspaper are the least important for the young, while they become more important with age. In the middle ages of 36-45, TV and internet are equally important.

Diagram 6.2. Average assessment of the importance of different media as a source of entertainment on a five point scale in different age groups in the population. Show as table Download

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Diagram 6.5. Number of internet users who use internet every week for entertainment compared to using traditional media. Show as table Download

Entertainment on the internet and in traditional media

If we compare the use of traditional media such as TV and radio with the use of entertainment via the internet, the difference is still largely in favor of traditional media. 94 percent watch TV at least once a week and 74 percent listen to the radio compared to 57 percent listening to music on the internet and 30 percent watching video/film on the internet.

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Diagram 6.6. Number of internet users who sometimes use the internet in different ways for entertainment. Show as table Download

YouTube and Spotify most popular on the internet

The biggest proliferation on the internet has gone to YouTube. 82 percent of internet users have visited YouTube at some time. 75 percent have listened to music via the internet, 63 percent have used streaming TV “play” services, 58 percent have listened to Spotify and 48 percent have sometimes played games. [diagram 6.6]

If we look instead at daily usage, music dominates with 35 percent that listen daily via the internet, 28 percent listen daily to Spotify, 20 percent play games and 18 percent watch YouTube daily. Daily users of streaming TV “play” services are less than 4 percent.

Diagram 6.7. Number of internet users who daily use the internet in different ways for entertainment. Show as table Download

What is remarkable is the dominant role that Spotify has gotten in music listening on the internet. Almost everyone who listens to music via the internet also listens to Spotify. This is a position that Spotify has maintained for several years.

Diagram 6.8. Share of internet users who listen to music via internet and number who listen to Spotify sometimes and daily Show as table Download

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Diagram 6.9. Number of internet users in different ages with different education who listen to Spotify every week. Show as table Download

Age, but also education, plays a role in how the internet is used for entertainment

The young, 20-45, are the most frequent users of the internet for entertainment. This relates to streaming music (Spotify), streaming video (YouTube) and also for streaming TV “play” services.

Diagram 6.10. Number of internet users in different ages with different education who watch YouTube every week. Show as table Download

In most ages, (20-65) the well-educated use the internet more for entertainment than the lower educated. This also applies to Spotify and streaming TV “play” services. However, this does not apply to YouTube, where more than half of the young (20-45), regardless of educational level, watch YouTube at least once a week.

Diagram 6.11. Number of internet users in different ages with different education who use TV "Play" services every week. Show as table Download

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The Swedes and the internet is a service from The Internet Foundation in Sweden.

Author: Olle Findahl

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