Sweden: Bundled streaming subs see almost half the churn
October 23, 2026



Streaming subscriptions in Sweden that are included in bundles are cancelled much less frequently than standalone subscriptions. Over the past year, 14 per cent of bundled subscriptions were cancelled, compared with 25 per cent of standalone subscriptions, according to analysis from Mediavision.

The lower churn among bundled subscriptions is not matched by higher customer satisfaction. On a seven-point satisfaction scale, 63 per cent of standalone subscriptions receive a rating of six or seven, compared with 50 per cent of bundled subscriptions.


“One possible explanation is that households assess the bundle as a whole rather than each streaming service individually. A service may therefore remain in the bundle even if the household is not particularly satisfied with that service,” commented Adrian Grande, Principal Analyst at Mediavision.

A cancellation does not necessarily mean the end of the customer relationship. Over the past year, a total of 3.4 million streaming subscriptions have been cancelled, with one in four subsequently reactivated.

For just over half of the reactivated subscriptions, content is cited as one of the reasons for returning. A particular film or series is mentioned about as often as offers or discounts.

“A particular film or series, or access to specific sports rights, can prompt households to take out a streaming subscription. The challenge is retaining customers once the series ends or the sports season is over. At that point, bundling may play a greater role than satisfaction with the individual service,” added Grande.

Meanwhile, the Swedish streaming market continues to grow. In the third quarter of 2026, the number of paid streaming subscriptions stood at 11.2 million, up 18 per cent compared with the same period a year earlier.