Criminalizing consumption: As Sweden targets IPTV users for the first time, Mediavision’s Adrian Grande breaks down the habits shaping one of the Nordics’ biggest black markets.

Sweden is preparing to take a tougher stance against digital piracy, as a new government proposal aims to make it explicitly illegal for private individuals to use illegal IPTV services. Presented by investigator Eva Bergquist and secretary Jakob Kihlberg on SvD Debatt in September, the measure could mark a turning point in the country’s anti-piracy policy — shifting focus from suppliers to consumers. For years, private use of illegal IPTV has existed in a legal grey zone. While distributing pirated content is criminalised, watching it has not been explicitly punishable. Bergquist and Kihlberg argue this loophole must be closed. “It must be clear that it is punishable for individuals to use the kind of illegal IPTV services that are common on the market today,” they wrote. They note it is “almost impossible” to stop piracy at the source, so deterrence must target consumption.

The proposal recommends strengthening the Swedish Police and the Tax Agency’s mandates to prioritise such offences and tasks the Swedish Patent and Registration Office (PRV) and the Post and Telecom Authority (PTS) with new monitoring responsibilities. Suggestions also include removing illegal IPTV links from search engines and exploring real-time blocking of unauthorised live streams — a practice used in several European countries. Social Affairs Minister Jakob Forssmed welcomed the initiative, emphasising that both elite and grassroots sports lose income due to piracy, while law-abiding viewers pay higher subscription fees. “This is not just a matter of copyright — it’s a question of fairness,” he said, adding that the reform could help “defend Sweden’s creative and sports industries”. Following the proposal’s publication, Viaplay’s share price rose roughly 4%, signalling cautious market optimism.

Illegal IPTV is one of the most pervasive forms of piracy in the Nordics, offering unauthorised access to sports, films, and TV channels at a fraction of legal cost. According to Mediavision, an estimated 1.54 million Nordic households subscribe to such services — including about 640,000 in Sweden. “Sports is the key driver,” says Adrian Grande, Market Analyst at Mediavision. “This genre comes with a higher price tag,” and as households stack legal subscriptions, the incentive for cheaper alternatives grows. Illegal IPTV platforms bundle content — from premium football to latest films — into a single, user-friendly service. “It’s both cheaper and more convenient,” Grande adds, highlighting lingering legal confusion. “Some may still believe that ‘since I pay, it is legal’. With the issue now frequently on the agenda, this will hopefully become rarer.”

The old legal grey area may have normalised piracy. “Some users justified their behaviour by arguing that consumption itself isn’t illegal,” Grande observes. Mediavision estimates Nordic consumers spend around €350 million annually on illegal IPTV, about 8% of the total legal pay-TV and SVOD market in 2024. “This reflects consumer spending, not direct losses to rights holders,” Grande clarifies, but it indicates the market’s scale and competition to legitimate operators. Sweden’s proposal aims to correct this through clearer legal boundaries and stronger enforcement. Grande notes that stakeholders call for consistent enforcement, combined with easier access to legal content. Regulatory clarity could deter piracy, especially if paired with education and better access to legitimate options.

Consumer awareness remains an obstacle. “Many illegal IPTV services are polished and user-friendly, resembling legitimate platforms,” Grande says, though elements like cryptocurrency payments “indicate these are unlawful”. Piracy is more common among men and younger viewers. “Use — film, series, and sports — is higher among younger groups and men across all Nordic markets,” Grande explains. In Sweden, men account for about 65% of users. Patterns are stable, though middle-aged use has slightly increased.

Criminalising consumption could reshape the Nordic streaming ecosystem. Mediavision finds some illegal IPTV users also pay for legitimate services. “If illegal options become less accessible, some users would shift to legitimate platforms, while others might turn to free-to-air or alternative illegal sources,” Grande says. Reform may redistribute, rather than eliminate, viewing habits. He stresses coordination is key: “Reducing illegal IPTV sustainably likely depends on combined efforts.” Technical limits, clear responsibilities, and public awareness “could help address both supply and demand, creating lasting impact”.

As Sweden debates the proposal, it is closely watched across the region. If approved, it could redefine how the Nordics tackle piracy — shifting the burden from suppliers to viewers. Success will depend on enforcement and the ability of legal alternatives to compete on accessibility, price, and clarity in a landscape where convenience has long blurred with compliance.