Sweden’s online video usage is seeing a steady growth at the moment, with younger users using it most frequently. According to research carried out by Dagensanalys, 34% of Swedes use YouTube every day. When compared to the other video streaming sites in Sweden, YouTube was by far the most popular, with only 11.3% of respondents using second placed Netflix with the same regularity. The study showed that whilst 70% of 15-22 year olds used YouTube every day, this number declined with age, with only 47% of those aged between 23-35 using the site on a daily basis. However, notably, only 1.3% of millennials don’t use YouTube at all, meaning that a huge 98.7% of them use the site in some way.