By Julian Clover
Published: September 8, 2010 08.17 Europe/London

4.3 million Swedes watched online video during the second quarter of 2009, encouraged by major events including the Olympics, the World Cup and the Swedish Royal Wedding. Weekly reach of 2.5% equated to around 35%.

Consultancy Mediavision, which compiled the research, said although younger audiences were consuming the most online content there was a clear spread across all age groups.

In an average week 44% of 15-34 year olds and 29% of 35 -74 year olds are watching online video. Just one year ago the reach among older viewers was just 23%.

As well as the catch-up TV services offered by the traditional broadcasters, online viewers are also turning to newspaper sites.

Mediavision has been following Sweden’s media habits since 2001; it conducts a monthly survey of approximately 1,800 15-74 year olds by telephone and the web.