Letter to the editor. Answer: Login is needed to understand what the audience likes

The submission writer wonders if SVT is no longer a public service, when we will ask users to log in to SVT Play in the TV app and mobile app. But it is precisely to give the public better value of public service that the login is introduced.

If you don't want to log in, you don't have to. SVT Play on the web (svtplay.se) will continue to be able to be used without logging in and SVT's broadcast channels are available without the need for an account or digital identification.

Why will you need to log into the app? Because SVT cannot build a good enough SVT Play app without logged in users. When users are logged in, we can understand how the audience uses the play app and what features they like and don't like. Then we can make the service better.

Logging in gives the audience the opportunity to control themselves. But it's also about opportunities to discover new things. SVT Play has a huge amount of programs – around 4,000 titles. Logging in gives the audience the opportunity to adapt the service to their own needs and maybe even stumble upon something they didn't know they wanted to see.

With logged-in users, we can better expose the audience to the full breadth of public service, which is important in a digital age.