Viewership Decline for Swedish Football on Viaplay Sport
Swedish football matches on Viaplay Sport suffer a steep decline in viewership compared to previous broadcasts.
Key Points
- • Football viewership dropped significantly on Viaplay Sport after moving from TV6.
- • Poland-Sweden match had 786,000 viewers; Sweden-Germany had 749,000.
- • 'Allsång på Skansen' became the most-watched program with 953,000 viewers.
- • Viewership data spans from July 7 to July 13, 2025.
Swedish football matches aired on the new channel Viaplay Sport during the European Championship have seen a notable decrease in viewership. The opening match attracted 1.1 million viewers on the previous network, TV6, but this was followed by significant drops in subsequent matches. Specifically, only 786,000 viewers tuned in for the Poland-Sweden match, and an even lower 749,000 watched Sweden-Germany, marking a steep decline in engagement compared to earlier broadcasts.
Meanwhile, the popular Swedish show 'Allsång på Skansen' reclaimed the top spot in viewership rankings, garnering 953,000 viewers, underscoring a shift in viewer preferences during this period. Other notable broadcasts included the Diamond League event in Monaco, with 522,000 viewers, and additional football matches that did not surpass the preceding sports viewership compared to previous years.
The viewership data covers the period from July 7 to July 13, 2025, indicating that the overall interest in football on this new platform is lagging behind expectations, a concern for sports broadcasters and networks alike.