The number of paid streaming subscriptions in Sweden has reached a record 11 million in the first quarter of 2026, according to new data from Mediavision, though the market continues to be marked by high levels of churn.
Mediavision said the total represents an increase of almost 2 million subscriptions compared with the same period last year, reflecting both continued household adoption and rising subscription stacking among existing users.
Fredrik Liljeqvist, principal analyst at Mediavision, said the Swedish streaming market continues to grow rapidly, with new households entering the category while others take on more services.
However, the research also showed that more than 4 million subscriptions were cancelled over the past 12 months, underlining the volatility of the market.
Mediavision said that of the more than 14 million paid streaming subscriptions that were active at some point during the past year, only 40% remained stable and untouched. The remaining 60% were either cancelled, reactivated or newly added.
Liljeqvist said the figures point to a market where growth is not moving in a single direction, but is instead being driven by significant movement into, out of and between services.
He added that the churn rate reflects both intense competition and increasingly dynamic consumer behaviour, with households regularly switching between providers and subscription packages.
Mediavision said the recent pace of subscription growth is unlikely to be sustainable over the longer term, meaning streaming services will need to focus more heavily on both retaining current customers and reactivating former ones.
