TV4 Play
Leading Swedish commercial streaming service offering drama, reality, news, and live sports.
TV4 Play at a glance
TV4 Play is an entertainment & streaming website and one of the most visited sites in Sweden, currently ranked #9 in the country. It was founded in 1990 by Ingemar Leijonborg and is headquartered in Stockholm, Sweden. Today TV4 Play is owned by Telia Company. Our estimates put its audience at ≈ 32 million visits per month. The business earns money mainly through tv4 play subscriptions, avod video ads. Its closest rivals include svtplay.se, netflix.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 30.1 million / month | +2% |
| Q2 | ≈ 31 million / month | +3% |
| Q3 | ≈ 32 million / month | +3% |
| Q4 | ≈ 33.9 million / month | +6% |
Traffic sources
- Direct63%
- Organic search21%
- Social8%
- Referral5%
- Paid3%
Audience & demographics
- Men54%
- Women46%
- Age 18-2428%
- Age 25-3429%
- Age 35-4421%
The audience is concentrated in Sweden, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Sweden86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 9.6 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Sweden
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| tv4 play | 1 | Very high | Dominant |
| watch online | Top 10 | High | — |
| live stream | Top 10 | High | — |
| subscription price | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Sweden web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 74% mobile
- Position in country
- Among the leading entertainment & streaming apps in Sweden
Company information
- Website
- tv4play.se
- Sector
- Entertainment & Streaming
- Owner
- Telia Company
- Owner type
- Public company
- Founders
- Ingemar Leijonborg
- Founded
- 1990
- Headquarters
- Stockholm, Sweden
- Employees
- 1,000+
- Ownership
- Telia Company controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $450 million annual revenue (est.)
- Languages
- Swedish
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- ≈ $450 million annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
TV4 Play operates an entertainment and streaming service focused on Sweden. Leading Swedish commercial streaming service offering drama, reality, news, and live sports. Revenue comes mainly from tv4 play subscriptions, supported by the other lines listed below.
- TV4 Play Subscriptions
- AVOD Video Ads
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Sweden
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Sweden)
- #9 in this index
- Sector rank
- Leading entertainment & streaming site in Sweden
- Global rank
- 1800
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| svtplay.se | ≈ 19.2 million / month | #10 class competitor | — |
| netflix.com | ≈ 14.4 million / month | #11 class competitor | — |
What is TV4 Play?
TV4 Play (tv4play.se) is an entertainment and streaming service serving users in Sweden. Leading Swedish commercial streaming service offering drama, reality, news, and live sports. It ranks #9 among the most visited websites in the country in this index, within the entertainment & streaming category.
Who owns TV4 Play?
The site is operated by Telia Company, founded by Ingemar Leijonborg. The company was established in 1990 and is headquartered in Stockholm, Sweden. It employs around 1,000+.
Traffic and audience
Traffic estimates place TV4 Play at roughly 32 million visits per month, about 1.1 million per day. Around 74% mobile of sessions come from mobile devices, and visitors view about 6.9 pages per visit with an average session of 14 min.
How TV4 Play makes money
Revenue comes primarily from tv4 play subscriptions, alongside avod video ads.
Competitors in Sweden
Its closest rivals include svtplay.se, netflix.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1990
TV4 Play is founded in Stockholm, Sweden.
- Growth phase
Expands its entertainment & streaming offering and moves to a mobile-first product.
- Today
Ranks #9 among the most visited websites in Sweden.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Large local content library
- Live sports or exclusive originals
- Works across mobile, web and TV apps
- Affordable local pricing tiers
Cons
- Content rotates out of the catalogue
- Ad-supported tier interrupts playback
- Rights restrictions limit some titles
- Streaming quality varies on weak connections
Key statistics
Frequently asked questions
Who owns TV4 Play?
TV4 Play is operated by Telia Company. Public company structure, based on public filings and press reporting.
Where is TV4 Play headquartered?
TV4 Play is headquartered in Stockholm, Sweden.
When was TV4 Play founded?
TV4 Play was founded in 1990 by Ingemar Leijonborg.
How many employees does TV4 Play have?
TV4 Play employs approximately 1,000+ people.
What is TV4 Play's revenue?
TV4 Play's revenue: ≈ $450 million annual revenue (est.).
Who are TV4 Play's competitors?
Main competitors in Sweden include svtplay.se, netflix.com.
How does TV4 Play make money?
Mainly tv4 play subscriptions, avod video ads.
Is TV4 Play publicly traded?
TV4 Play's ownership: Public company.
How many visitors does TV4 Play get?
Third-party estimates place TV4 Play at roughly 32 million visits per month, mostly from Sweden, with 74% mobile traffic.
Is TV4 Play safe?
TV4 Play is an established entertainment & streaming site founded in 1990 and ranked #9 in Sweden; use the official domain tv4play.se and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementstv4play.se
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageSweden and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos