What Sappa does

Sappa (AB Sappa, formerly AB Svensk Programagentur) is a Gothenburg-based Swedish telecommunications provider founded in the early 1990s that has grown into one of Sweden's five national telecom operators, serving nearly 500,000 households from Jokkmokk to Ystad. The company operates across four primary product lines: broadband delivered over fiber, coax, and 5G mobile networks (100-1,000 Mbit/s tiers), TV and streaming subscriptions, mobile subscriptions and mobile broadband (launched November 2025 via a partnership with Tre covering 99.3% of Sweden's population), and IP telephony. Its technology stack combines access via open fiber networks and cable plant (including acquired regional cable operators Seths, Bitcom, Tuna Kabel-TV, Hasteman, BDTV, Svenska Cantab, and Svesat) with the proprietary Sappa Play streaming platform, the TV-Hub 4K HDR streaming device, and a self-service portal (Mitt Sappa). Content is aggregated through reseller partnerships with Viaplay, TV4 (C More / Discovery), Disney+, and SkyShowtime.

Name

Sappa

Legal name

AB Sappa

Website

https://sappa.se

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Sappa is a Swedish telecommunications provider delivering broadband, TV, mobile, and streaming services to approximately 500,000 households nationwide. The company serves individual consumers, housing cooperatives, property owners, and small businesses through direct and group-agreement sales channels.

Ownership category

akta.pro rank

Product category

Telecommunications / Broadband Services

NAICS

Wired and Wireless Telecommunications Carriers (except Satellite) (51711), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)

SIC

Cable & Other Pay Television Services (4841)

akta.pro primary industry

Live TV Streaming (vMVPD/IPTV OTT) (MPACAAAD)

Keywords

• Broadband services
• Cable television
• Mobile subscriptions
• Streaming aggregation
• Telecom bundles

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Infrastructure, Technology or R&D, Marketing or Sales, Personnel

Revenue model

1. Broadband subscriptions (Fiber & Coax): Recurring monthly subscription fees for fixed broadband delivered via fiber or coax, with speeds ranging from 100 to 1000 Mbit/s. Includes optional WiFi 6 router rental.
2. TV & Streaming subscriptions: Recurring fees for TV channel packages (Bas, Mellan, Stor, Sport, Sport Premium) and streaming services (Viaplay, TV4 Play, Disney+, SkyShowtime) sold individually or as bundled packages. Sappa acts as aggregator/reseller for third-party streaming.
3. Mobile subscriptions: Recurring monthly fees for mobile plans (5 GB, 20 GB, Unlimited) with optional extra users. Includes 5G connectivity, eSIM, and EU roaming.
4. Mobile broadband: Recurring fees for fixed wireless broadband via 5G router, offered in 150 GB and unlimited tiers. Routers available as add-on.
5. Group/Bulk contracts for BRF & Property Owners: Collective agreements where Sappa provides broadband, TV, and optional services to entire housing cooperatives or property portfolios. Revenue per unit/household per month. Includes installation and hardware (router per apartment) bundled in full-service contracts.
6. Equipment (Router, TV-box, TV-Hub): Hardware sales or bundled equipment provision including WiFi 6 routers, TV-Hub (4K HDR streaming device), and TV-boxes. Routers sometimes included at no extra cost with fiber subscriptions.
7. IP Telephony: IP-based fixed line telephone service delivered over the same connection, available as optional add-on to broadband and TV packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Sappa is a Swedish telecom operator delivering fixed broadband (fiber, coax, and 5G mobile) at 100–1,000 Mbit/s, tiered TV and streaming subscriptions, mobile subscriptions (5G with eSIM), and fixed IP telephony. Services are sold directly to individual consumers via sappa.se and through dedicated group agreements to housing cooperatives (BRF), property owners, and small businesses. The proprietary Sappa Play streaming platform aggregates third-party content from Viaplay, Disney+, SkyShowtime, and TV4 Play on a single invoice.

Product overview

Sappa is a Swedish telecommunications provider offering a multi-service portfolio centered on broadband (fiber, koax, mobile 5G), television subscriptions, mobile voice, and streaming services. The core offering consists of Bredband (broadband), TV-abonnemang (TV subscriptions), and Mobilabonnemang (mobile subscriptions), which can be purchased individually or bundled in TV- och Bredbandspaket packages. Supporting products include Sappa Play (proprietary streaming platform), TV-Hub (streaming device), Trygg Surf+ (security), fast telefoni (landline), smart hem-tjänster (smart home), and Omsorgsportalen (digital care services). Streaming aggregations include Viaplay, TV4 Play, Disney+, and SkyShowtime offered on single invoice. Services target consumer (private individuals), housing associations (BRF), property owners (fastighetsägare), and business (företag) segments.

Differentiator

Problem solved

Functional benefit

Brands

• Sappa Play: The company's own streaming platform for TV channels and content
• Sappagruppen

Products and services

• Bredband (Broadband)

Quantifiable outcome

• 43% savings on combined TV and broadband vs. separate subscriptions
• +2 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor, core and major.

• Södra Strömstad Fiber Ekonomisk FöreningminorStrategic or Co-development Partner · 27 November 2025Sappa acquired a fiber network from Södra Strömstad Fiber with approximately 1,500 properties in November 2025, expanding its presence in the Strömstad area.
• Tre (Hi3G Access AB)coreTechnology or Integration · 6 November 2025Tre is Sappa's mobile network partner, providing the 5G infrastructure for Sappa's mobile subscriptions and mobile broadband services. Through this partnership, Sappa offers 5G coverage reaching 99.3% of Sweden's population, enabling nationwide mobile service delivery without owning its own mobile network infrastructure.
• Viaplay GroupcoreTechnology or Integration · 6 November 2025Sappa is an authorized reseller and aggregator of Viaplay's streaming services (Viaplay Film & Serier, Viaplay Total, Viaplay Sport) and TV channels. Viaplay content is included in various Sappa TV and streaming packages, with Sappa handling customer billing and support.
• TV4 (C More / Discovery)coreTechnology or Integration · 6 November 2025Sappa offers TV4 Play streaming services and TV4 channels as part of its TV packages. TV4 holds sports rights including Allsvenskan, Superettan, SHL, and HockeyAllsvenskan that are distributed through Sappa's platform.
• SkyShowtimecoreTechnology or Integration · 6 November 2025Sappa is an authorized reseller of SkyShowtime streaming service, included in mid and upper-tier TV packages. Sappa also gained rights to distribute SkyShowtime's TV channels from August 2023.
• Disney+coreTechnology or Integration · 6 November 2025Disney+ is offered as an add-on streaming service through Sappa's TV packages. Available as a standalone subscription or bundled in the Underhållning and Stor packages.
• MKB Net AB (Malmö)coreStrategic or Co-development Partner · 10 May 2023In 2023, Sappa became the new TV provider for all 29,000 MKB households in Malmö — one of the largest single customer transitions in Swedish telecom history. Sappa delivers high-quality TV services across MKB's entire housing portfolio.
• GavleNet (Gävle)majorStrategic or Co-development Partner · 1 January 2023Sappa expanded its cooperation with GavleNet in 2023, connecting 8,500 households in Gävle and surrounding areas to Sappa's TV signal. GavleNet is a local fiber network operator.
• OmsorgsportalenmajorTechnology or Integration · 1 January 2020Omsorgsportalen is a subsidiary of Sappagruppen that coordinates the national Welfare Broadband service (Välfärdsbredbandet) in cooperation with private and municipal network operators. Sappa offers this as part of its property services for digital care in the home.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Tele2 Sverige: Tele2 is one of Sweden's major quad-play telecom operators offering broadband, TV, mobile, and streaming to consumers and businesses. It is a direct competitor to Sappa across broadband, pay-TV, and mobile, with comparable product bundles but materially larger scale.
• Telenor Sverige: Telenor Sverige provides mobile, broadband, and TV services to Swedish consumers and businesses. It directly competes with Sappa in mobile (post-Sappa's Tre partnership) and broadband, with overlapping BRF/corporate channels.
• Allente: Allente is the Nordic pay-TV operator formed from the merger of Canal Digital and Viasat consumer, jointly owned by Telia and TV4 Group. It is a direct competitor to Sappa in Swedish pay-TV distribution, offering satellite and streaming TV packages.
• Boxer TV: Boxer is a Swedish pay-TV operator owned by Telia, distributing TV via terrestrial antenna (DTT) and streaming. It competes with Sappa's TV packages in the Swedish market for value-conscious households seeking basic TV services.
• Bahnhof: Bahnhof is one of Sweden's largest independent ISPs, providing fiber broadband and increasingly mobile and TV services to consumers and businesses. It directly competes with Sappa in Swedish broadband, particularly in the open-fiber market.

Broad incumbents

• Telia Company: Telia is Sweden's largest incumbent telecom operator offering fixed, mobile, TV, and broadband nationwide. It competes across all of Sappa's product lines at greater scale, owns original content via TV4/C More/Allente, and represents the dominant benchmark Sappa competes against.

Others

• Viaplay Group: Viaplay Group is the Nordic streaming provider whose services (Viaplay Film & Serier, Viaplay Sport, Viaplay Total) Sappa resells and aggregates. It is both a critical content partner and a competitive streaming alternative for Swedish consumers.
• Tre (Hi3G Access): Tre (Three) is one of Sweden's mobile network operators and is Sappa's wholesale mobile network partner. Tre provides the 5G infrastructure underlying Sappa's mobile subscriptions and mobile broadband launched in November 2025.

Regional players

• Stofa: Stofa is a Danish cable TV and broadband provider owned by Norlys, operating in Denmark with a comparable product mix (broadband, TV, streaming bundles). It is structurally similar to Sappa in the Nordic pay-TV/broadband market but operates in a different country.
• Telenet (Belgium) / Telenet Group: Telenet is a Belgian quad-play provider (cable broadband, mobile, TV, streaming) offering bundled telecom to households and businesses. While in a different geography, it is structurally comparable to Sappa in being a mid-size cable operator expanding into mobile and bundled streaming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sappasomduvill
• LinkedInlinkedin.com/company/sappasomduvill

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sappa