Sweden's Creator Economy in 2026

Key findings

The Swedish creator market in numbers. Each finding has its own link, so a single statistic can be cited on its own.

1. 48.8% of Swedish Instagram creators have run brand deals#

   7,077 accounts, the highest share of the 12 markets Click Analytic has measured. Sweden is a small market that brands found early.

2. 39,670 creator accounts above 10K followers#

   22,894 on TikTok, 14,493 on Instagram and 2,283 on YouTube, plus 364,535 nano accounts below the line.

3. TikTok holds 57.7% of the Swedish creator base#

   22,894 accounts, against 14,493 on Instagram. TikTok also has the deepest bench: 10.8 nano accounts for every account already above 10K.

4. Swedish Instagram engagement ranks 2nd of the 11 markets with a published median#

   The median is around 1.3% at 10K to 50K followers and 25.0% of creators clear 3%. Across the whole market the median is around 1.2%.

5. Sweden is the slowest growing market measured#

   Only 6.6% of Swedish Instagram creators grew by 20% or more in six months, against 12.2% in Mexico. A mature market, not an expanding one.

6. Only 338 Swedish Instagram accounts pass every quality filter at once#

   2.3% of the base combines a domestic audience, a 3% engagement rate and six-figure average views. On TikTok it is 419 accounts.

7. 42.7% of Instagram creators keep 40% of their audience in Sweden#

   On TikTok that falls to 32.3%. Swedish TikTok travels further than Swedish Instagram, which cuts both ways depending on the brief.

8. Swedish YouTube is male-led, Instagram is not#

   63.2% of Swedish YouTube channels are run by men. On Instagram 58.6% of creators are women, the balance running the other way.

9. Verification says almost nothing in Sweden#

   Only 2.1% of Swedish TikTok creators and 10.2% of YouTube channels carry a badge. It confirms identity, not audience quality or reach.

How many influencers are there in Sweden?

Sweden holds 39,670 creator accounts with 10,000 or more followers across Instagram, TikTok and YouTube, and 364,535 more between 1,000 and 10,000.

TikTok is the largest pool at 22,894 accounts, 57.7% of the base, ahead of Instagram at 14,493 and YouTube at 2,283. The nano bench tells the same story from underneath: TikTok has 10.8 accounts between 1,000 and 10,000 followers for every one already above the line, Instagram 7.8 and YouTube only 1.3.

On Instagram alone, Sweden is 11th of the 12 markets measured, well behind Germany at 97,105 and the United Kingdom at 142,382. This is a small market by headcount, and the numbers below explain why that matters less than it sounds.

The distribution is tighter than in larger markets. 79.1% of Swedish Instagram creators sit between 10K and 50K followers and 31 accounts have passed a million. On TikTok the concentration is sharper still, at 82.6%.

Next, who those creators are, and where the three platforms part company.

Who Swedish creators are

Instagram and TikTok lean female in Sweden. YouTube does not: 63.2% of Swedish channels above 10,000 subscribers are run by men.

58.6% of Swedish Instagram creators are women, 8,496 accounts, and 54.6% on TikTok. YouTube inverts it completely, with 1,443 of 2,283 channels run by men.

Creator gender is inferred from the profile. Accounts with no identifiable individual creator, such as brands, shops and media outlets, are outside the measured population rather than counted as a third category. This study reports creator gender, not audience gender. Creator demographics should not be used as a substitute for follower demographics.

Which leads to the question that decides most Swedish campaigns: where the audience actually is.

Where Swedish creators' audiences are located

42.7% of Swedish Instagram creators keep at least 40% of their audience in Sweden. On TikTok it is 32.3% and on YouTube 33.6%.

Measured separately across the whole Instagram market, the median Swedish creator has 28% of their audience in Sweden. That places Sweden 7th of 12 on domestic concentration, a long way behind Turkey and comfortably ahead of Switzerland.

The gap between platforms is the useful part. Swedish Instagram holds its audience at home considerably better than Swedish TikTok does. For a campaign that has to reach people who can buy in Sweden, that difference is worth more than any engagement number on the page.

Location is half the test. Engagement is the other half, and Sweden leads on it.

Engagement rate benchmarks for Swedish influencers

The median Swedish Instagram creator at 10K to 50K followers engages at around 1.3%, the 2nd highest of the 11 markets where this median was published, after France.

54.9% of Swedish Instagram creators exceed 1%, 25.0% exceed 3% and 14.4% exceed 5%. Across the whole market, measured as one population, the median is around 1.2%.

Engagement declines as Swedish audiences grow: around 1.3% at 10K to 50K, around 0.97% at 50K to 250K and around 0.79% above 250K.

TikTok is a different instrument. 88.6% of Swedish TikTok accounts clear 3%, which means the threshold filters almost nothing there. Judge TikTok on views instead, and the section below does.

So the real question on TikTok and YouTube is how many people actually watch.

Views and reach in the Swedish market

44.7% of Swedish Instagram creators average at least 10,000 Reel views, and 6.8% average 100,000.

The median Swedish Instagram creator averages around 7,400 views per Reel, measured across the whole market. On TikTok the median runs around 2,500 views at 10K to 50K followers, around 9,600 at 50K to 250K and around 47,000 above 250K.

Sweden sits 3rd of 12 on the Instagram six-figure rate, level with much larger markets. In a creator base this size, that is the number that makes Sweden worth planning around.

A view only counts if the account is still posting. Next, how much of Sweden is live.

How many Swedish creators are active, and which are growing

63.2% of Swedish Instagram accounts posted in the last 30 days, against 46.9% on TikTok and 34.9% on YouTube.

That leaves 5,337 Instagram accounts and 12,165 TikTok accounts that have gone quiet for a month or more. TikTok and YouTube carry the larger dormant share, which is the usual pattern across every market measured.

Growth is where Sweden stands apart, and not flatteringly. 6.6% of Swedish Instagram creators grew their following by at least 20% over six months, the lowest of the 12 markets measured, against 12.2% in the fastest. 222 Swedish accounts doubled.

A mature market behaves like this. The audience is already distributed, the established names hold it, and new entrants take longer to break through than they do in a market still expanding.

Which brings us to the number that makes Sweden unusual.

Brand deals and creator quality in Sweden

48.8% of Swedish Instagram creators have run branded content, the highest share of the 12 markets Click Analytic has measured.

7,077 of 14,493 Swedish Instagram accounts show at least one detected sponsored post, against 28.8% globally in the Creator Economy Report. TikTok is the opposite: 10.7% there, leaving 20,445 Swedish TikTok accounts with no detected brand history at all.

Verification is close to meaningless as a filter here. 2.1% of Swedish TikTok creators and 10.2% of YouTube channels carry a badge, and a badge confirms identity rather than audience quality.

The funnel below is the number to keep. Combining a domestic audience, a 3% engagement rate and six-figure average views leaves 338 Swedish Instagram accounts, 2.3% of the base. That figure counts the accounts that pass all three filters together, not an estimate built from the separate filters.

Every figure above, side by side, in one table.

Every Swedish creator market metric in one table

Every published figure from the Swedish study, as an account count and a share of its own platform base.

Every share uses its own platform base (14,493 Instagram, 22,894 TikTok, 2,283 YouTube).

Numbers mean little until you know whether they are high or low. Next, Sweden against the global market.

Sweden against the global creator economy

We compared these Swedish figures against Click Analytic's Creator Economy Report 2026, a separate study of 23.6M creator accounts globally using a full-year 2025 snapshot. Its published 25-market breakdown covers a subset of that cohort.

Sweden is ahead of the global benchmark on the two metrics that decide a shortlist. Instagram engagement at 10K to 50K followers runs around 1.3% against a global 0.80%, and 48.8% of Swedish creators carry brand-deal history against 28.8% worldwide.

The platform mix is where Sweden diverges from the global shape. TikTok holds 57.7% of the Swedish base against 67.0% globally, and Instagram 36.5% against 25.0%. Sweden is a more Instagram-weighted market than the world average, which is consistent with how commercially developed its Instagram pool is.

Here is what that changes about planning a Swedish campaign.

What this means for marketers working in Sweden

Seven rules for planning influencer campaigns in Sweden, each grounded in a figure above.

Want to see the creators behind these numbers?

Browse ranked Swedish influencer lists

Every number on this page comes from live creator profiles. Here they are, ranked and filterable.

Other country studies

The same measurement, repeated market by market.

Methodology

Account totals count profiles matching the stated filters in the Click Analytic creator database. Percentages use the population specified for each metric. Medians are estimated from threshold queries and published as rounded benchmarks.

Population

Creator accounts with 10,000-100,000,000 followers (subscribers on YouTube) located in Sweden, with an inferred gender.

Base per platform

14,493 Instagram, 22,894 TikTok, 2,283 YouTube. Every share on this page uses its own platform base.

Nano tier

Accounts with 1,000 to 10,000 followers, counted separately under the same location rules and excluded from every 10K+ total and share: 113,279 Instagram, 248,177 TikTok, 3,079 YouTube.

Measured

Instagram in September 2026, TikTok in September 2026, YouTube in September 2026.

Counting, not sampling

Account totals count profiles matching the stated filters in the Click Analytic creator database, which indexes over 400 million public profiles. These totals are database counts, not survey estimates.

Accounts, not people

Accounts are counted per platform. A creator active on two platforms appears in both totals, so the cross-platform figure is a count of creator accounts rather than of individuals.

Engagement rate

Calculated per platform. The definitions differ, so a rate is comparable within a platform and not across platforms.

Medians

Each median is published rounded, as a benchmark rather than an exact value.

Notes and limits

• Medians are rounded to two significant figures, so neighbouring values can match.
• This study covers creator gender, not audience gender. Creator demographics describe the account holders, not the people following them.
• A few groups have fewer than 30 accounts and are not published as a share, such as Instagram accounts averaging a million views and YouTube channels above a million subscribers.

Still have questions? Most of them are answered below.

Frequently asked questions