Scandinavia, indeed the Nordic region in general, is currently leading the charge in adopting digital identity, revolutionizing internet-related technology, and improving online activities. Residents of Iceland, Norway, Denmark, Finland, etc., are all moving away from traditional bureaucracy, and towards an online-based system for banking, healthcare, shopping, and more.
But, it isn’t just every-day necessities that are undergoing a digital renaissance in the Nordic region. Online entertainment is also thriving in the great north. In fact, we’ve seen recent developments in the Scandinavian digital leisure market, that is incredibly fascinating. In this article, we’d like to explore how digital platforms are changing the entertainment sector in the Nordics.
iGaming – An Exciting New Era
In the 1990s, game developers first introduced their customers to online casinos. Players had access to their favorite games, yet could stay home and play them from their computers. However, at the time, the iGaming industry was new, and many were still not ready for its potential. That being said, Finland was among the first countries (next to the UK) to adopt online gambling. Today, the country has the biggest iGaming sector in the Nordic region, and the second biggest in Europe.
Slots are especially popular in the land of a thousand lakes. In fact, a legendary story, involving one of the highest payouts to come out of online slots happened in Finland. But, any online casino has a lot more to offer than just slots. Visitors can play blackjack, baccarat, craps, and even poker. With the improvements made in livestreaming technology, players from Finland can even play games in real time, guided by a human dealer throughout.
Of course, Finland is not the only Nordic country with access to online casinos. Sweden and Denmark both have national licenses, that allow gambling websites to operate within their borders. Norway, however, is an exception to the rule. While there are legal ways to access certain online casinos, the choice for most players is limited. That being said, there are still platforms, operated by Norsk Tipping, that do offer some games to curious players.
Online Video Content – The New Hit
Gambling is certainly a popular hobby. However, in 2025 it remains a niche, especially online. When most people discuss digital leisure, the thing they are thinking of is video-based entertainment. The Nordic countries are no different in that regard. In fact, in 2023, a poll showed that 89% of Swedish users were consuming digital video content, weekly. In Denmark, the percentage was not much lower, at 86. Globally available streaming services are attracting new audiences in the Nordics.
Unsurprisingly, Netflix is the top streaming service in all of the Scandinavian countries, and the Nordics in general. In Denmark alone, there is an estimated 1.6 million subscribers, who are frequently using the platform. Last year, the service greenlit a series based on the popular Danish program, The Last Word, which had many fans from Denmark quite excited. Despite controversies and drops in revenue, the granddaddy of all streaming platforms remains on top in the Nordic countries.
However, it isn’t the only choice, nor is it the only successful platform. HBO Max, for example, is close behind, with over a million subscribers in Denmark alone. The American network is famed for having some of the best shows on television, including Breaking Bad, Chernobyl, Curb Your Enthusiasm, etc. With its online streaming service, fans can watch all of these shows whenever they please. So, it is no wonder that most have hopped on board.
Free Online Video Content – An Option for the Next Generation
Netflix, HBO Max, and most other streaming services are a great way to pass the time. However, they have a pretty big competitor in the form of free online video content. We are, of course, talking about websites like YouTube, Twitch, Tik Tok, and more. These websites allow anyone, from anywhere in the world, to post a video about whichever topic they desire. Some creative people have even done entire web-serials, and have published them on YouTube, free of charge.
Twitch is also growing in popularity, particularly as video games are developing a large audience worldwide. Though it began as a e-Gaming streaming site, the content sharing platform has evolved. Nowadays, there are Twitch streamers who talk about their own life, discuss social issues, politics, and even do deep dives on general topics. Of course, gaming remains a huge part of the site, and most of its top streamers are related to the gaming industry.
Tik Tok is the latest trend in online video content. Though the app is already close to a decade old, new users join, seemingly, every day. The platform has a limit on the video size, capping at 5 minutes. The app is tailor-made for people who just want to burn some time while on the train, or during their lunch break at work. A lot of the content on the website is also quite interesting, particularly once the algorithm picks up on your niche interests.
Music Streaming – Tunes on the Go
Music is a necessary part of our lives. Some believe music may be the oldest art form that humans still cling to. Whether that is true or not, the fact is that most of us can’t go a day without listening to a song or two. Music is very important to most residents of Nordic countries, and as is the case in most places worldwide, most Scandinavians get their music through a streaming service. Of course, no music streaming platform is as iconic or as popular as Spotify.
Spotify is, currently, the most commonly used music platform in Scandinavia, with 24% of the people relying mainly on the app. However, close behind is YouTube, with 22% of the Nordic population claiming that they primarily use the video sharing service as a way to listen to their favorite songs and albums. Surprisingly, 8% and 7% of residents have also admitted to using Facebook and Instagram respectively as music platforms. While strange, it is not all that rare for people to get their music recommendation from Instagram influencers, so the numbers do add up.
