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CONSUMERSBRANDS

Video-on-demand:YouTube

PremiumusersinSwedeConsumerInsightsreport

June2024

ConsumerInsightsGlobalsurvey

Introduction

ReportoverviewGlobalsurveymethodology

(1)

ThisreportoffersthereaderacomprehensiveoverviewofYouTubePremiumusersinSweden:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.

Additionally,thereportallowsthereaderto

benchmarkYouTubePremiumusersinSweden

(’’brandusers’’)againstSwedishvideo-on-demandusersingeneral(’’categoryusers’’),andtheoverallSwedishconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingSweden)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofJune2024

CHAPTER01

Managementsummary•Brandusage

•Keyinsights

YouTubePremiumisthetenthmostusedvideo-on-demandserviceinSwedenwithNetflixinfirstplace

Managementsummary:brandusageandcompetition

Top10mostusedvideo-on-demandservicesinSweden

Netflix

74%

Disney+

Max(HBOMax)

Viap48%

45%

4CMore

38%

Discovery+

AmazonPrimeVideo30%

30%AppleTV+

23%

SFAnytime

YouTubePremiu19%

164

Note