Key figures
| Platform | Users (2026) | Time Spent (Avg. min/day) |
|---|---|---|
| 6.0 million | 28 | |
| 5.5 million | 38 | |
| TikTok | 4.1 million | 45 |
| YouTube | 7.0 million | 32 |
Overview
Social media platforms are widely adopted in Sweden, serving as key channels for communication, content consumption, and brand engagement. High penetration ensures significant reach for marketers.
Breakdown
- Total Social Media Users (2026): 8.5 million
- Average Daily Time Spent on Social Media: 40 minutes
- Social Media Ad Spend (2026): €3.8 billion
Outlook
The Swedish social media landscape will likely see continued strong engagement. Video content and influencer marketing will remain popular, with potential growth in social commerce features as platforms evolve.
Sources: industry surveys, platform filings, and modeled estimates for 2026