Pay-TV fends off SVOD threat in Swedish households: for now DetailsJoseph O'Halloran | 08 February 2019 Research from Nordic analyst Mediavision has found that household spend on media in Sweden increased substantially during 2018 with pay-TV continuing to attain the majority despite the threat of subscription rivals.In all video makes up two-thirds of the media spend total, the majority of which attributed to pay-TV. Mediavision During 2018 an average Swedish household spent 450 SEK per month on media subscriptions. The appetite for video services was found to remain high, with video spend increasing by almost 20% compared with 2017.Yet the analysis also showed that subscription-based video services (SVOD) such as Netflix, Viaplay, HBO Nordic among others grow the fastest. During 2018, Swedish households upped SVOD spend by 44% compared to 2017. This represents an increase of 30 SEK per household.Commenting on the research, Mediavision analyst Natalia Borelius said: