Traditional TV in Denmark has seen a significant drop in daily viewing time, falling by more than 10 minutes per person over the past year, according to new research from Mediavision.

This decline comes as more viewers turn to digital platforms. Streaming services and social video now account for 65 percent of all video viewing in Denmark. The shift is especially pronounced among younger audiences, where social video alone has already overtaken traditional TV in popularity.

“Both social and other online video continue to grow, at the expense of traditional TV viewing. The shift is rapid on the Danish video market. Among younger demographics this shift has already happened, where social video alone has already surpassed traditional TV,” said Fredrik Liljeqvist, Principal Analyst at Mediavision.

As traditional TV’s audience shrinks, the number of paid streaming subscriptions continues to rise. In autumn 2025, Denmark reached a record 5.3 million paid video streaming subscriptions. Most of this growth comes from global streaming services, which are capturing a larger share of viewers.

This rapid change is creating challenges for established broadcasters and advertisers, as audiences move to new platforms. “The Danish market is becoming more globalised every day. The winners will be those who succeed in capturing audiences online and adapting to new consumer behaviours. This impacts both content strategies and advertising investments,” Liljeqvist added.

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