SVT

Background

For this project, our team explored how SVT, Sweden’s national public broadcaster, could connect more strongly with a younger audience. The goal was to uncover the core needs and motivations behind media consumption and identify opportunities for SVT to adapt its offering.

Case

How can SVT become more relevant for 20–29-year-olds and better meet their needs?

• Sub-question 1: Explore the core needs of the 20–29 age group

• Sub-question 2: Understand the motivations behind content consumption

• Sub-question 3: Identify opportunities to better address these needs

Process

We applied a user-centered research approach, combining stakeholder interviews, semi-structured user interviews, and analysis of viewing habits. Our process included planning, data collection, clustering insights, and creating personas and user journeys to map out behaviors and pain points.

Key Insights

• Young adults often consume content for comfort, entertainment, and learning.

• They value ease of access, personalization, and recommendations that fit into their routines.

• SVT’s current image is perceived as too traditional, limited in scope, and not targeted at their age group.

• Lack of presence on social media and weak content personalization were major barriers.

Opportunities

• Develop a more youth-oriented channel or content hub.

• Strengthen social media presence and engagement strategies.

• Modernize SVT’s brand image to feel more relevant and approachable.

• Provide personalized content and recommendations to fit user interests and routines.

Outcome

Our research highlighted that while young adults appreciate SVT’s credibility and educational focus, they don’t feel addressed as a target group. By adapting its content strategy, improving personalization, and investing in social media, SVT has an opportunity to reach this audience more effectively.