Millions tune in for 24-hour live coverage of Sweden’s epic moose migration

Before Swedish slow TV hit “The Great Moose Migration” began airing Tuesday, Ulla Malmgren stocked up on coffee and prepared meals so she doesn't miss a moment of the 20-day, 24-hour event.

“Sleep? Forget it. I don’t sleep,” she said.

Malmgren, 62, isn't alone. The show, called “ Den stora älgvandringen ” in Swedish, and sometimes translated as “The Great Elk Trek” in English, began in 2019 with nearly a million people watching. In 2024, the production hit 9 million viewers on SVT Play, the streaming platform for national broadcaster SVT.

The livestream kicked off a week ahead of schedule due to warm weather and early moose movement. Malmgren was ready.

From now until May 4, the livestream's remote cameras will capture dozens of moose as they swim across the Ångerman River, some 300 kilometers (187 miles) northwest of Stockholm, in the annual spring migration toward summer grazing pastures.

Not much happens for hours at a time, and fans say that's the beauty of it.

“I feel relaxed, but at the same time I’m like, ‘Oh, there’s a moose. Oh, what if there’s a moose? I can’t go to the toilet!’” said William Garp Liljefors, 20, who has collected more than 150 moose plush toys since 2020.

“The Great Moose Migration" is part of a trend that began in 2009 with Norwegian public broadcaster NRK's minute-by-minute airing of a seven-hour train trip across the southern part of the country.

The slow TV style of programming has spread, with productions in the United Kingdom, China and elsewhere. The central Dutch city of Utrecht, for example, installed a “ fish doorbell ” on a river lock that lets livestream viewers alert authorities to fish being held up as they migrate to spawning grounds.

Annette Hill, a professor of media and communications at Jönköping University in Sweden, said slow TV has roots in reality television but lacks the staging and therefore feels more authentic for viewers. The productions allow the audience to relax and watch the journey unfold.

“It became, in a strange way, gripping because nothing catastrophic is happening, nothing spectacular is happening," she said. "But something very beautiful is happening in that minute-by-minute moment.”

As an expert and a fan of “The Great Moose Migration,” Hill said the livestream helps her slow down her day by following the natural rhythms of spring.

“This is definitely a moment to have a calm, atmospheric setting in my own home, and I really appreciate it,” she said.

The calming effect extends to the crew, according to Johan Erhag, SVT's project manager for “The Great Moose Migration.”

“Everyone who works with it goes down in their normal stress,” he said.

The moose have walked the route for thousands of years, making it easy for the crew to know where to lay some 20,000 meters (almost 12 miles) of cable and position 26 remote cameras and seven night cameras. A drone is also used.

The crew of up to 15 people works out of SVT’s control room in Umeå, producing the show at a distance to avoid interfering with the migration.

SVT won't say how much the production costs, but Erhag said it's cheap when accounting for the 506 hours of footage aired last year.

Erhag said Swedes have always been fascinated by the roughly 300,000 moose roaming in their woods. The Scandinavian country's largest animal is known as “King of the Forest.” A bull moose can reach 210 centimeters (6 feet 10 inches) at shoulder height and weigh 450 kilograms (992 pounds).

Despite their size, the herbivores are typically shy and solitary.

“We actually don’t see it very often. You often see it when you’re out driving maybe once or twice in your life,” Erhag said. “I think that’s one thing why it has been so, so popular. And then you bring in the nature to everyone’s living room."

Hanna Sandberg, 36, first began watching the show in 2019, though she didn't spot any moose. She tuned in the following year, finally saw some and got hooked.

“You can watch them and be a part of their natural habitat in a way that you could never be otherwise,” she said.

After hours of showing an empty forest, a camera captures footage of a moose approaching the riverbank. Suddenly, slow TV turns urgent.

The push alert hits SVT's app — “Första älgarna i bild!” which translates to “First moose on camera!” — as viewers worldwide tune in. The livestream's chat explodes as commenters type encouragement for the animal, now making its way into the water.

”I would actually like to be a little fly on the wall in every household that watches the moose migration. Because I think there is about a million people saying about the same thing: ‘Go on! Yes, you can do it!’" Malmgren said.

Mega-fans like Malmgren, who is in a Facebook group of 76,000-plus viewers, are committed to watching as many hours as possible. Some viewers on Tuesday posted photos of their dogs and cats staring at their televisions, enthralled by the moose on the screen.

“I was late to school because I saw moose and my teacher was like, ‘What, you saw moose in the city?’ And I was like, ‘No, it’s on the TV,’” Garp Liljefors said ahead of Tuesday's showing.

Malmgren said friends and family have learned not to bother her when the moose are on the move.

“When someone asks me, ‘What are you doing? Oh, never mind, it’s the great migration,’" she said. "They know.”

This undated photo, issued by SVT, shows preparations in Junsele, Sweden for the livestream 'The Great Moose Migration' to document the annual Moose migration near Kullberg in northern Sweden. (SVT via AP)

This undated photo, issued by SVT, shows preparations in Junsele, Sweden for the livestream 'The Great Moose Migration' to document the annual Moose migration near Kullberg in northern Sweden. (SVT via AP)

This undated photo, issued by SVT, shows preparations in Junsele, Sweden for the livestream 'The Great Moose Migration' to document the annual Moose migration near Kullberg in northern Sweden. (SVT via AP)

This undated photo, issued by SVT, shows preparations in Junsele, Sweden for the livestream 'The Great Moose Migration' to document the annual Moose migration near Kullberg in northern Sweden. (SVT via AP)

This undated photo, issued by SVT, shows preparations in Junsele, Sweden for the livestream 'The Great Moose Migration' to document the annual Moose migration near Kullberg in northern Sweden. (SVT via AP)

This undated photo, issued by SVT, shows preparations in Junsele, Sweden for the livestream 'The Great Moose Migration' to document the annual Moose migration near Kullberg in northern Sweden. (SVT via AP)

This undated photo, issued by SVT, shows preparations in Junsele, Sweden for the livestream 'The Great Moose Migration' to document the annual Moose migration near Kullberg in northern Sweden. (SVT via AP)

This undated photo, issued by SVT, shows preparations in Junsele, Sweden for the livestream 'The Great Moose Migration' to document the annual Moose migration near Kullberg in northern Sweden. (SVT via AP)

This undated photo, issued by SVT, shows preparations in Junsele, Sweden for the livestream 'The Great Moose Migration' to document the annual Moose migration near Kullberg in northern Sweden. (SVT via AP)

This undated photo, issued by SVT, shows Moose in Junsele, Sweden during preparations for the livestream 'The Great Moose Migration' to document the annual Moose migration near Kullberg in northern Sweden. (SVT via AP)

This undated photo, issued by SVT, shows Moose in Junsele, Sweden during preparations for the livestream 'The Great Moose Migration' to document the annual Moose migration near Kullberg in northern Sweden. (SVT via AP)

A quarterback reportedly reneging on a lucrative deal to hit the transfer portal, only to return to his original school. Another starting QB, this one in the College Football Playoff, awaiting approval from the NCAA to play next season, an expensive NIL deal apparently hanging in the balance. A defensive star, sued by his former school after transferring, filing a lawsuit of his own.

It is easy to see why many observers say things are a mess in college football even amid a highly compelling postseason.

“It gets crazier and crazier. It really, really does,” said Sam Ehrlich, a Boise State legal studies professor who tracks litigation against the NCAA. He said he might have to add a new section for litigation against the NCAA stemming just from transfer portal issues.

“I think a guy signing a contract and then immediately deciding he wants to go to another school, that’s a kind of a new thing,” he said. “Not new kind of historically when you think about all the contract jumping that was going on in the ’60s and ’70s with the NBA. But it’s a new thing for college sports, that’s for sure.”

Washington quarterback Demond Williams Jr. said late Thursday he will return to school for the 2026 season rather than enter the transfer portal, avoiding a potentially messy dispute amid reports the Huskers were prepared to pursue legal options to enforce Williams’ name, image and likeness contract.

Edge rusher Damon Wilson is looking to transfer after one season at Missouri, having been sued for damages by Georgia over his decision to leave the Bulldogs. He has countersued.

Then there is Ole Miss quarterback Trinidad Chambliss, who reportedly has a new NIL deal signed but is awaiting an NCAA waiver allowing him to play another season as he and the Rebels played Thursday night's Collge Football Playoff semifinal against Miami. On the Hurricanes roster: Defensive back Xavier Lucas, whose transfer from Wisconsin led to a lawsuit against the Hurricanes last year with the Badgers claiming he was improperly lured by NIL money. Lucas has played all season for Miami. The case is pending.

Court rulings have favored athletes of late, winning them not just millions in compensation but the ability to play immediately after transferring rather than have to sit out a year as once was the case. They can also discuss specific NIL compensation with schools and boosters before enrolling and current court battles include players seeking to play longer without lower-college seasons counting against their eligibility and ability to land NIL money while doing it.

Ehrlich compared the situation to the labor upheaval professional leagues went through before finally settling on collective bargaining, which has been looked at as a potential solution by some in college sports over the past year. Athletes.org, a players association for college athletes, recently offered a 38-page proposal of what a labor deal could look like.

“I think NCAA is concerned, and rightfully so, that anything they try to do to tamp down this on their end is going to get shut down,” Ehrlich said. “Which is why really the only two solutions at this point are an act of Congress, which feels like an act of God at this point, or potentially collective bargaining, which has its own major, major challenges and roadblocks.”

The NCAA has been lobbying for years for limited antitrust protection to keep some kind of control over the new landscape — and to avoid more crippling lawsuits — but bills have gone nowhere in Congress.

Collective bargaining is complicated and universities have long balked at the idea that their athletes are employees in some way. Schools would become responsible for paying wages, benefits, and workers’ compensation. And while private institutions fall under the National Labor Relations Board, public universities must follow labor laws that vary from state to state; virtually every state in the South has “right to work” laws that present challenges for unions.

Ehrlich noted the short careers for college athletes and wondered whether a union for collective bargaining is even possible.

To sports attorney Mit Winter, employment contracts may be the simplest solution.

“This isn’t something that’s novel to college sports,” said Winter, a former college basketball player who is now a sports attorney with Kennyhertz Perry. “Employment contracts are a huge part of college sports, it’s just novel for the athletes.”

Employment contracts for players could be written like those for coaches, he suggested, which would offer buyouts and prevent players from using the portal as a revolving door.

“The contracts that schools are entering into with athletes now, they can be enforced, but they cannot keep an athlete out of school because they’re not signing employment contracts where the school is getting the right to have the athlete play football for their school or basketball or whatever sport it is,” Winter said. “They’re just acquiring the right to be able to use the athlete’s NIL rights in various ways. So, a NIL agreement is not going to stop an athlete from transferring or going to play whatever sport it is that he or she plays at another school.”

There are challenges here, too, of course: Should all college athletes be treated as employees or just those in revenue-producing sports? Can all injured athletes seek workers' compensation and insurance protection? Could states start taxing athlete NIL earnings?

Winter noted a pending federal case against the NCAA could allow for athletes to be treated as employees more than they currently are.

“What’s going on in college athletics now is trying to create this new novel system where the athletes are basically treated like employees, look like employees, but we don’t want to call them employees,” Winter said. “We want to call them something else and say they’re not being paid for athletic services. They’re being paid for use of their NIL. So, then it creates new legal issues that have to be hashed out and addressed, which results in a bumpy and chaotic system when you’re trying to kind of create it from scratch.”

He said employment contracts would allow for uniform rules, including how many schools an athlete can go to or if the athlete can go to another school when the deal is up. That could also lead to the need for collective bargaining.

“If the goal is to keep someone at a school for a certain defined period of time, it’s got to be employment contracts,” Winter said.

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Mississippi quarterback Trinidad Chambliss (6) runs the ball during the second half of the Fiesta Bowl NCAA college football playoff semifinal game against Miami, Thursday, Jan. 8, 2026, in Glendale, Ariz. (AP Photo/Rick Scuteri)