A data profile of the people who buy, follow and care about SVT Play in Sweden — modelled from more than twelve digital signal sources. SVT Play has an estimated audience of 4,572,908 people in Sweden.
SVT Play has an estimated audience of 4,572,908 people in Sweden. 68.3% are female, 31.7% are male, average age 47.7. Top brand affinities: Forrest Gump, Sveriges Television, Hemnet, Django Unchained, KappAhl.
Top brand affinities include Forrest Gump, Sveriges Television, Hemnet, with strongest over-indexing on Forrest Gump (13.07× the country average).
Demographically, the SVT Play audience skews more female with an average age of 47.7, and over-indexes on personality traits such as Community Orientation, Pet Ownership.
The typical SVT Play fan in Sweden is more female, around 47.7 years old, with strong Community Orientation tendencies and a notable affinity for Forrest Gump.
The key figures that characterise the SVT Play profile in Sweden.
68.3% are female, 31.7% are male, average age 47.7.
| Metric | Value |
|---|---|
| Female | 68.3% |
| Male | 31.7% |
| Average age | 47.7 |
| Estimated audience size | 4,572,908 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 11% | |
| 30-39 | 14% | |
| 40-49 | 23% | |
| 50+ | 45% |
The strongest cross-interests of the SVT Play audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Forrest Gump | Movies & TV | 13.07× | ||
| 02 | Michael Cera | Movies & TV | 13.07× | ||
| 03 | Arrested Development (TV series) | Movies & TV | 13.07× | ||
| 04 | Django Unchained | Movies & TV | 13.06× | ||
| 05 | Kill Bill | Movies & TV | 8.46× | ||
| 06 | Idris Elba | Movies & TV | 8.22× | ||
| 07 | Prison Break | Movies & TV | 7.13× | ||
| 08 | Eurovision Song Contest | Music & Radio | 4.45× | ||
| 09 | Iittala | Home & Garden | 4.28× | ||
| 10 | KappAhl | Fashion & Accessoires | 2.46× | ||
| 11 | Stranger Things | Movies & TV | 2.45× | ||
| 12 | Flower | Home & Garden | 2.26× | ||
| 13 | Sveriges Television | Technology & Electronics | 2.12× | ||
| 14 | Dogs | Pets & Animals | 1.91× | ||
| 15 | Hemnet | Home & Garden | 1.88× | ||
| 16 | Gina Tricot | Fashion & Accessoires | 1.88× | ||
| 17 | Lindex | Fashion & Accessoires | 1.69× | ||
| 18 | Happiness | Health | 1.62× | ||
| 19 | Spas | Beauty & Wellness | 1.57× | ||
| 20 | Elgiganten | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.67× | |
| Pet Ownership | JOY | 1.40× | |
| Need for Security | CONSERVATISM | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.86× | |
| Creativity | OPEN | 0.87× | |
| Price Sensitivity | PREMIUM | 0.89× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for SVT Play. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Sweden. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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