Major growth for SVT Play

The number of video views to the SVT online catch-up service SVT Play has increased by 41% since its mid-January relaunch. The website operated by the Swedish public broadcaster has also benefitted from the increased traffic reaching more than 2 million unique visitors in the first week of March.

Part of the success is attributed to the Melodifestivalen, Sweden’s annual competition to decide its Eurovision Song Contest entry, which received 10 million views alone. Därefter är Bolibompa, Andra Avenyn, Wild Kids and news programme Rapport are also significant online hits.

Local media have also been heaping praise on SVT Play with Aftonbladet columnist Lasse Anrell describing SVT Play as the “most important invention since the Internet”.

SVT recently overtook to become the second most viewed site in Sweden and some commentators are predicting the service will soon take the top slot from Aftonbladet .