TV4 Play passes three million milestone

Swedish broadcaster TV4 Group’s OTT on-demand service, TV4 Play, has passed the milestone of three million registered users. The broadcaster claims it is now the largest registration-based online TV service in the country.

TV4 said that over 40% of the advertising-supported, free-to-use service’s base is aged between 15 and 35 and that active users watch it for an average of two hours a week.

Mathias Berg, TV4 Group’s chief operating officer, said that the passing of the three million users milestone was a sign of the service’s strength and represented a “fantastic performance” by the service over the past year. He said that TV4 was continuing to strengthen its position both with users and advertisers.

Berg said that a clear and conscious effort to develop Swedish content on TV 4 Play and a constantly improving user experience were the key factors behind its success.

TV4 Play is an exclusively free-to-use service that sits alongside pay TV service C More in the company’s portfolio of offerings. Some content – news shows TV4Nyheterna, Nyhetsmorgon and live breaking news – can be viewed without users having to log-in, but most content requires a log-in.