Sweden market intelligence · 2026
Every Swedish creator account above 10,000 followers on Instagram, TikTok and YouTube, counted on the same day against the same filters, so the three platforms can be read side by side instead of one at a time.
This study counts accounts, not people. A creator who posts on Instagram and TikTok is counted once on each, so the 39,670 total is 39,670 creator accounts rather than 39,670 Swedish creators. Per-platform figures are unambiguous and are the ones worth quoting.
Every figure comes from a counting query against the Click Analytic creator database, run on 2026-09-10. The population is accounts located in Sweden with at least 10,000 followers, at least 1% of their audience in Sweden, and an inferred gender. The gender requirement is what removes brand, publisher and agency accounts, where no individual creator can be identified. On YouTube the follower floor is read as subscribers.
Nothing here is sampled, modelled or extrapolated. 410 queries were run with zero errors and zero rate limits. Medians were found by binary search inside each size band and are reported with the bracket the search closed on, because a single number would imply a precision the method does not have.
TikTok carries 22,894 accounts above 10K followers against Instagram's 14,493. Most market write-ups still treat Instagram as the default Swedish platform.
Source: Click Analytic Sweden market study
A 3% engagement filter removes 11.4% of the Swedish TikTok market. On Instagram the same filter removes 75.0%.
Source: Click Analytic Sweden market study
Across all three platforms, 1.9% of the market has a mostly Swedish audience, engagement above 3% and six-figure average views at the same time.
Source: Click Analytic Sweden market study
Being based in Sweden does not mean selling to Sweden. On TikTok the figure is 32.3%.
Source: Click Analytic Sweden market study
TikTok, with 22,894 accounts above 10K followers against Instagram's 14,493
Sweden has 22,894 TikTok accounts above 10,000 followers, 14,493 on Instagram and 2,283 on YouTube. TikTok is 58% larger than Instagram by account count, and YouTube is a tenth of TikTok's size.
The gap widens below the measurement floor. In the 1,000 to 10,000 band, which sits outside every figure on this page, Sweden has 248,177 TikTok accounts against 113,279 on Instagram and 3,079 on YouTube. Swedish YouTube barely has a small-creator tier at all.
Size is not the same as usefulness, and the rest of this report is mostly about the ways the largest platform is the hardest one to buy on.
A Swedish brief that opens with Instagram is starting from the smaller pool. It may still be the right call, for reasons the branded-content and audience-location sections below make measurable, but it should be a decision rather than a default.
Because 88.6% of the market already clears 3%
Engagement rate is the most quoted creator metric and on TikTok in Sweden it sorts almost nothing. 98.4% of Swedish TikTok accounts exceed 1%, 88.6% exceed 3% and 66.7% exceed 5%. Setting a 5% floor still leaves two thirds of the market in the list.
Instagram behaves the way the metric is meant to. 54.9% exceed 1%, 25.0% exceed 3% and 14.4% exceed 5%. YouTube sits between them at 49.1% above 3%.
The reason is arithmetic rather than Swedish. Engagement rate divides interactions by followers, and TikTok distributes to people who do not follow the account, so the denominator understates the audience. The number is not wrong, it is just not a filter on that platform.
On Swedish TikTok, screen on views and on audience location instead. Keep engagement rate for Instagram, where it still separates the market, and read it against creators of a similar size rather than against a flat threshold.
1.26% is the median for a 10K-50K account, and it falls as the account grows
Engagement rate has no universal benchmark, so the useful comparison is against accounts of the same size in the same market. In Sweden the Instagram median runs 4.42% for 1K-10K, 1.26% for 10K-50K, 0.97% for 50K-250K, 0.79% for 250K+.
The decay is the point. An account with 300,000 Swedish followers engaging at 0.9% is performing above its band, while a 15,000-follower account at the same 0.9% is performing below its own. A single sitewide threshold scores those two the wrong way round.
The 1,000 to 10,000 band is included here for context and sits outside every other figure on this page. Its median of 4.42% is more than three times the 10K-50K median, which is the usual shape and the reason small accounts are bought on engagement while large ones are bought on reach.
Ask what a creator's engagement is against their own size band before asking whether it is good. A benchmark from a different market or a different follower band is not a benchmark.
Only 6.8% of Swedish Instagram accounts average 100K+ Reel views, and 4.6% of TikTok accounts average 100K+ views
Followers describe an audience, views describe distribution, and on every platform in this study the second number is much smaller than the first suggests. 44.7% of Swedish Instagram accounts average at least 10,000 Reel views and 6.8% average at least 100,000, which is 990 accounts.
On TikTok 28.8% of accounts average at least 10,000 views and 4.6% average at least 100,000. On YouTube it is 31.4% and 4.9%. These are not strictly comparable with the Instagram figures above: Instagram is measured on Reel views and the other two on average views across their video formats, so read each platform against itself.
At the top of the market the platforms separate clearly. A Swedish TikTok account above 250,000 followers has a median of 46,626 views, against 26,628 for a YouTube channel of the same size. Below that the two platforms' medians land inside the same search bracket, so this study does not rank them against each other there.
Screen on views before follower count, and compare a creator only against others on the same platform. On TikTok this matters most, because engagement rate has already been ruled out as a filter.
Fewer than half do. 42.7% of Instagram accounts keep 40% or more of the audience in Sweden
A creator located in Sweden is not the same as a creator selling to Sweden, and in a market this size the difference decides campaigns. 42.7% of Swedish Instagram accounts have at least 40% of their audience in Sweden, and 32.2% have at least 60%.
The larger platform is the less domestic one: on TikTok 32.3% clear 40% and on YouTube 33.6% do. Swedish creators export, and they export most on the platform with the widest algorithmic distribution.
This cuts both ways. For a Swedish retail campaign it is the first filter to apply. For a brand selling across the Nordics or in English, a Swedish creator with a 30% domestic audience may be reaching exactly the people it wants.
Read audience location before audience size. A shortlist built on follower counts alone will contain creators whose reach mostly lands outside the country the campaign is for.
63.2% on Instagram, 46.9% on TikTok and 34.9% on YouTube posted in the last 30 days
An account above 10,000 followers is not necessarily an account you can book. 63.2% of Swedish Instagram accounts posted in the last 30 days, 46.9% of TikTok accounts did, and on YouTube it is 34.9%.
Read against the account counts, that turns 2,283 Swedish YouTube channels into 796 active ones, and TikTok's headline lead over Instagram narrows from 8,401 accounts to 1,573.
Growth is rare across all three. 2.9% of Instagram accounts, 2.6% of TikTok accounts and 0.4% of YouTube channels grew their following by more than half over six months. Swedish YouTube is close to static.
Filter on recent activity before anything else. It is the cheapest filter available and it removes the largest share of a Swedish list, especially on YouTube.
On Instagram. 48.8% of accounts have run branded content, against 10.7% on TikTok
48.8% of Swedish Instagram accounts above 10K followers have published branded content, which is 7,077 accounts. On TikTok it is 10.7% and on YouTube 20.1%.
In absolute terms Instagram carries 7,077 sponsorship-experienced accounts against TikTok's 2,449, even though TikTok has 8,401 more accounts overall. The larger platform holds the smaller commercial market.
Previous branded content is a signal about process, not about quality. It says the creator has handled a brief, a disclosure and a deadline before. On TikTok in Sweden most of the market has not, which is a workload to plan for rather than a reason to avoid the platform.
If a Swedish campaign needs creators who already know how sponsored work runs, Instagram is where they are. If it needs reach on TikTok, budget for more hand-holding on the first collaboration.
761 accounts, or 1.9% of the measured market
Take three conditions a Swedish brief asks for as a matter of course: at least 40% of the audience in Sweden, engagement above 3%, and 100,000 or more average views. Applied together they leave 338 accounts on Instagram, 419 on TikTok and 4 on YouTube.
That is 761 accounts in the entire Swedish market, 1.9% of the 39,670 measured. It was queried as a single intersection rather than assembled from the three separate shares, because how much those conditions overlap cannot be worked out from the individual figures.
The YouTube result is the one to sit with. Four channels in Sweden clear all three at once. A brief that requires a mostly Swedish audience and six-figure views on YouTube has not written a filter, it has written the answer.
Stacked thresholds shrink a market faster than anyone expects. Decide which single condition the campaign truly cannot bend on, and treat the rest as ranking signals rather than filters.
Instagram skews female and YouTube skews male: 45.8% against 61.9%
58.6% of Swedish Instagram accounts are run by women, against 54.6% on TikTok and 36.8% on YouTube.
The audiences lean further than the creators do. 45.8% of Swedish Instagram accounts have an audience at least 60% female, while 61.9% of YouTube channels have an audience at least 60% male. TikTok sits in between, with 45.9% skewing male.
Creator gender and audience gender are separate measurements and they do not track each other. On YouTube, where 36.8% of channels are run by women, only 24.1% reach a mostly female audience.
Pick the platform for the audience the product needs, then pick creators inside it. Choosing a creator whose own profile matches the target buyer is not the same as reaching that buyer.
TikTok has the most Swedish accounts, the least sponsorship experience at 10.7%, the least domestic audience at 32.3%, and an engagement rate that does not sort it. Scale and buyability are two different questions in this market.
Domestic audience, engagement and views together leave 761 accounts out of 39,670. Choose the condition the campaign cannot bend on and rank on the others.
The Swedish Instagram median falls from 1.26% at 10K-50K to 0.79% above 250K. A flat threshold rewards small accounts and punishes large ones for being large.
The cross-platform study every country page is a slice of.
ExploreThe same measurement read across every market we have on Instagram.
ExploreWhat the TikTok numbers look like outside Sweden.
ExploreThe YouTube view of the same population.
ExploreSearch the creator database by audience location, engagement rate, average views, activity and branded content history, and see where a specific creator sits against the benchmarks on this page.
