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1、Polaris NordicDigital Music in the Nordics May 2024Conducted by Tono,Teosto and KodaLiving Consumer Intelligence|ContentContent3Background and Methodology5Key Findings9Streaming of Music27AI and Music Creation29TV/movie StreamingDigital Music in the Nordics2Digital Music in the NordicsBackground&Met

2、hodology3Background&MethodologyDigital Music in the Nordics4Background and purposePolaris Nordic(a collaboration between the three collecting organizations(Koda,TONO and Teosto)needs knowledge about the use of digital music services in the Nordic region and has conducted a survey in collaboration wi

3、th YouGov.The study has previously been conducted in 2015,2017,2018,2020 and 2022.This report covers the following topics:The market for digital music servicesArtificial intelligence and music creationTV/movie streamingData collection periodThe survey consists of data from the four Nordic countries

4、and was collected from 8th to 22nd of May 2024.Target group and sample sizeThe survey was carried out as a sample among a national representative sample on gender,region,and age(12-65 years old)in Denmark,Norway,Sweden and Finland.The survey was conducted online in the YouGov panels with a total of

5、4000 interviews.Weighting of dataData is weighted on the dimensions gender,age and geography based on an ideal from local statistical agencies in the countries,so that the results are representative of the population in each country.Publication of resultsOn any publication of the results of the surv

6、ey,YouGov must be stated clearly as the source.Prior to the publication of the results of the survey,YouGov must have the opportunity to approve the press release or other use of the results.The purpose is solely to ensure that we can vouch for the use of the results in technical analysis terms.Key

7、FindingsDigital Music in the NordicsKey Findings95%of the people in the Nordics aged 12-65 use digital music streaming services.On average,they spend 3,6 hours per day listening to digital music.55%pay for at least one streaming service,while 40%of the Nordic people only use free music streaming ser

8、vices.YouTube and Spotify are the most used streaming services,each catering to about 2 out of 3 people.Spotify(paid versions)has the largest daily average listening time with 2,1 hours per paid user,which correspond to 34%of all listening time among Nordic music streamers.Main source of new music n

9、umbers is still radio,but the impact of the channel is decreasing and has been for many years.Young people rarely find new music through radio instead they learn about new music from TikTok or via friends.People generally listen to their own playlists or listen to music tracks or albums they have fo

10、und themselves69%consider it easy to find music from their own country on streaming services.89%of the people in the Nordics aged 12-65 use TV/movie content streaming services.On average,they spend 3,1 hours per day streaming TV/movie content.Across the Nordics,52%stream content on Netflix which is

11、by far the largest streaming service.Second and third are Disney+and HBO Max with 27%of the Nordic users.Netflix is competing strongly with the local public digital service providers in all the four markets and have lost slightly since 2022.While commercial streaming is only increasing slightly thes

12、e days,streaming of public service channels is seeing great increases,though still on a lower level compared to commercial services.Netflix has the largest daily average streaming time with 1,5 hours per user,which correspond to 24%of all TV streaming time among Nordic TV/movie content streamers.20%

13、of the people in the Nordics use AI in their everyday life.Most in Norway(26%)and least in Finland(15%).58%think that music created by artificial intelligence,without human creativity,should be labeled AI in streaming services so it is possible to know what is made by robots and what is made by huma

14、ns.19%disagree to that.69%think artists and music creators should be asked for permission and paid if an AI company uses their voice or songs in new music created using AI technology.11%do not think that.When asked about ones standpoint on AI and music creation,64%across the Nordics state that music

15、 should be created by humans or at least involve humans to some extent.16%state that music creation does not have to involve humans.Results are similar across the four Nordic countries.Digital Music in the NordicsKey FindingsRelevant changes from 2022 to 2024:More people in the Nordics stream music

16、in 2024(95%)compared to 2022(91%).Especially Denmark has increased greatly over the past two years,from 88%to 94%,but all Nordic countries show increases.The increase is seen both among paid streamer as well as streamers of free music,and though Finland has had fewer paid streamers historically,this

17、 trend is also changing so more Finns now stream paid music(41%in 2024 compared to 34%in 2022),closing in on the other Nordic countries.On average,Nordic music streamers spend 3,6 hours per day listening to digital music,least in Denmark(3,1 hour per day)and highest in Sweden(4,0 hours per day).The

18、Nordic average has changed from 3,2 hours per day in 2022 to now 3,6 hours in 2024).Finns spend significantly more time listening to digital music now compared to two years ago(3,5 hours per day in 2024 and 2,7 hours in 2022).YouTube(67%)and Spotify(62%)are now almost similar in size of users,which

19、is a change from 2022.Spotify now has 4%-points more users compared to 2022,while YouTube has lost 3%points in the same period.Spotify(paid versions)has the largest daily average listening time with 2,1 hours per paid user(up from 1,7 hours in 2022),which correspond to 34%of all listening time among

20、 Nordic music streamers(up from 24%in 2022).Digital Music in the NordicsKey FindingsRelevant changes from 2022 to 2024:89%of the people in the Nordics use TV/movie content streaming services,which is an increase from 87%in 2022.The increase is mainly seen in digital streaming of public TV and movie

21、content,with 51%who uses streaming of public TV channels in 2024,where 45%of the Nordic people used it in 2022.The increase is largest in Denmark and Finland.On average,people spend 3,1 hours per day streaming TV/movie content,which is a decrease from 3,8 hours per day in 2022.Across the Nordics,Net

22、flix is still by far the largest streaming player on the market,but they have lost momentum since 2022,with 52%users in 2024 compared to 57%users in 2022.The decrease is seen in all four Nordic countries.Increased competition is especially coming from both public TV provider and TV2 Play as well as

23、Disney+and Amazon Prime.Netflix has the largest daily average streaming time with 1,5 hours per user(up from 1,3 hours in 2022),while most other large commercial streaming services remain more or less unchanged in daily time spend on the service since 2022.Viaplay has though also managed to increase

24、 the daily average time spent on their service from 1,0 hour per day in 2022 to 1,2 hours in 2024.Netflix has managed to increase their market share of time spent among commercial streaming services from 26%in 2022 to 28%in 2024.Streaming of MusicDigital Music in the NordicsMusic consumption Nordic

25、and countriesAcross the Nordics,95%stream digital music which is an increase in using music streaming service since 2022.On average,people in the Nordics spend 3,6 hours a day listening to digital music.60%(57%)34%(31%)6%(12%)Music streamersPremium subscribers/bundlers(paid)Only use free/trial versi

26、ons(do not have any paid subscription)Non streamersAverage music streaming time per day(among streamers)3,1hours94%4,0hours95%56%(59%)39%(34%)5%(7%)3,7hours95%63%(60%)32%(31%)5%(9%)3,5hours41%(35%)54%(56%)5%(9%)(2022:88%)(2022:93%)(2022:91%)55%(53%)40%(38%)5%(9%)3,6hours95%(2022:91%)95%(2022:91%)Dai

27、ly hours Daily hours-free/trial versionsfree/trial versionsDaily hours Daily hours-paid servicespaid services2,02,12,42,72,12,62,22,52,22,5Digital Music in the NordicsDaily hours used on paid and free audio streaming services Nordic and countriesDaily 0,3 more hours are spent on free streaming compa

28、red to paid versions measured per music listener.Danes spend less hours on both paid and free music streaming compared to the other countries,whereas Swedes spend the most.Time spent includes all paid and free/trial digital audio streaming services incl.social mediaRemark:Bases for free/trial versio

29、ns also include the use of free music from people using both paid and free music servicesDigital Music in the NordicsTop audio and video services used for streaming of music Nordic and countries Across all four Nordic countries,YouTube is the most used digital music service for music but Spotify is

30、now being a serious competitor to the most used musical service in the Nordics.TikTok and Instagram are closing in on Facebook.Which of the following digital music services do you use when listening to music?Base:AllWhich of the following digital services/social media do you use to watch or listen t

31、o music or music videos?Base:All60%53%17%15%13%11%0%20%40%60%80%100%YouTubeSpotifyFacebookInstagramYouSee MusikTikTok202420222020201867%62%20%20%16%11%6%YouTubeSpotifyFacebookInstagramTikTokYouTube MusicApple MusicNordic 202467%61%19%19%19%0%20%40%60%80%100%SpotifyYouTubeInstagramTikTokFacebook20242

32、0222020201878%60%21%21%20%0%20%40%60%80%100%YouTubeSpotifyInstagramFacebookTikTok202420222020201869%68%25%24%15%12%0%20%40%60%80%100%SpotifyYouTubeInstagramFacebookTIkTokYouTube Music202420222020201842%28%24%4%4%3%1%Premium subscription(paid)Family subscription(paid)Free version(free)Trial version(f

33、ree)Student subscription(paid)Duo subscription(paid)Bundled(paid)33%29%29%5%5%2%2%Free version(free)Family subscription(paid)Premium subscription(paid)Duo subscription(paid)Student subscription(paid)Trial version(free)Bundled(paid)Digital Music in the NordicsVersion of Spotify used in the past 12 mo

34、nths Nordic and countries The Premium version of Spotify is the most used version in the Nordics but many also use the free version or the family subscription.In Denmark and Finland most people use the free version,while more Swedes and Norwegians use the Premium paid version.Just 1%across the Nordi

35、cs have a bundled subscription.Which version of Spotify have you used within the last 12 months?Base:Users of SpotifyNordic 202439%32%24%4%4%4%1%Premium subscription(paid)Free version(free)Family subscription(paid)Duo subscription(paid)Trial version(free)Student subscription(paid)Bundled(paid)Spotif

36、y usageNote!The question is a multiple-choice question,so the total percentages sums to more than 100%65%paid37%free75%paid31%free43%28%23%5%3%2%1%Premium subscription(paid)Free version(free)Family subscription(paid)Duo subscription(paid)Trial version(free)Student subscription(paid)Bundled(paid)71%p

37、aid33%free59%paid51%free47%38%16%6%6%4%0%Free version(free)Premium subscription(paid)Family subscription(paid)Trial version(free)Student subscription(paid)Duo subscription(paid)Bundled(paid)Digital Music in the NordicsDaily time spend on the top audio and video streaming of music Nordic and countrie

38、s The Premium version of Spotify is taking most listening time among the Nordic people and with similar average time in each country.TikTok is second but with a larger variety among the countries.Norwegians spend more time on TikTok than Finns,which is the general picture for almost all music stream

39、ing services.How much time do you spend per day listening to music or watching music videos on the following digital services?Base:Use digital service to listen to music0,91,71,22,11,31,11,21,51,42,31,21,11,11,91,42,01,41,31,01,41,22,10,80,90,61,11,62,12,6DKSENOFIFree/trial versionPaid/bundle1,1hour

40、sNordic averageNordic averageNordic averageNordic averageNordic average1,2hours2,1hours1,3hours1,1hoursNordic average1,6hours(Ordinary YouTube only)Digital Music in the NordicsDaily time spend on the top audio and video streaming of music Nordic overviewAcross the Nordics,Spotify accounts for almost

41、 half(44%)of all time spent on daily music streaming.The ordinary YouTube(free)takes almost a fifth(18%)and comes in second.How much time do you spend per day listening to music or watching music videos on the following digital services?Base:Use digital service to listen to musicSpotify(paid);34%You

42、Tube(ordinary);18%Spotify(free);10%TikTok;9%Instagram;7%Facebook;6%Others;16%Share of time used on paid vs.free music streaming:Nordic overview:Share of time spent on audio and video services used for music streamingFree;58%Paid;42%Remark:Bases for free/trial versions also include the use of free mu

43、sic from people using both paid and free music servicesDigital Music in the NordicsDaily time spend on the top audio and video streaming of music Nordic countries Across the Nordics YouTube and Spotify still accounts for more than half of all time spent on daily music streaming.However,social media

44、is increasingHow much time do you spend per day listening to music or watching music videos on the following digital services?Base:Use digital service to listen to musicSpotify(paid);35%YouTube(ordinary);15%Spotify(free);11%TikTok;8%Facebook;6%Instagram;6%Others;19%Spotify(paid);33%YouTube(ordinary)

45、;17%TikTok;11%Spotify(free);8%Facebook;7%Instagram;6%Others;17%Spotify(paid);30%YouTube(ordinary);21%Spotify(free);14%TikTok;10%Instagram;6%Facebook;5%Others;14%Spotify(paid);36%YouTube(ordinary);20%Spotify(free);9%Instagram;7%TikTok;7%Facebook;7%Others;14%Note:Others=All services with 5%or below sh

46、are of daily time spendShare of time spent on audio and video services used for music streamingDigital Music in the NordicsShare of daily time spent on paid and free streaming of music Nordic countries Across the Nordics time spent on paid music streaming has been increasing greatly since 2022.Paid

47、musics share of time spent is the largest among the Nordic countries,and least in Finland.But all four countries has increased the time spent on paid music,relatively.How much time do you spend per day listening to music or watching music videos on the following digital services?Base:Use digital ser

48、vice to listen to musicShare of time used on paid vs.free music streaming60%53%40%47%20222024PaidFree63%57%37%43%20222024PaidFree62%57%38%43%20222024PaidFree74%64%26%36%20222024PaidFreeDigital Music in the NordicsReasons to not subscribing to a music streaming service Nordic countries Across the Nor

49、dics,every third person do not subscribe to a paid streaming service because it is too expensive.Another third of people listen too little to music so they dont need a paid version and further a third of people think they have so many options for streaming music for free that they dont see why they

50、should pay.Why dont you have a(paid)subscription to a music streaming service such as Spotify or Apple Music?Base:Does not have a subscription to a music streaming service26%27%25%41%23%24%27%41%DKSENOFI2024202232%34%25%34%35%36%31%36%DKSENOFI2024202229%36%30%33%23%33%26%29%DKSENOFI2024202235%30%28%

51、Nordic average 2024“I listen to music so little I dont need a paid version of the service”“There are many options for streaming music for free,so I dont see why I should pay”“Paid service is too expensive”Digital Music in the NordicsReasons to not subscribing to a music streaming service Nordic coun

52、tries 1 out 10 think that the quality of the services are too poor to pay for,or they spend their money for music on LPs/concerts/CDs instead.7%use someone elses paid service to listen to music.Why dont you have a(paid)subscription to a music streaming service such as Spotify or Apple Music?Base:Doe

53、s not have a subscription to a music streaming service8%8%9%9%9%10%10%9%DKSENOFI2024202210%10%11%14%9%10%11%13%DKSENOFI202420226%5%14%5%6%7%14%6%DKSENOFI2024202211%10%8%Nordic average 2024“The features of a paid service are not so good that Im willing to pay for them”“I spend my music budget on LPs/

54、concerts/CDs”“I use someone elses paid service,but do not pay myself”Think back to the last time you discovered a new song/piece of music you really liked:how did you discover it?Base:AllDigital Music in the NordicsChannels where a new song was discovered Nordic overviewRadio is still the main chann

55、el for discovering new songs but has dropped significantly over the years in importance.TikTok and Instagram have increased while Facebook and YouTube remain stable.201520172018202020222024I heard it first on the radio39%37%36%36%25%23%I heard it first in a playlist or as a recommendation on a strea

56、ming service-13%11%11%I heard it first on YouTube10%12%11%13%11%11%I discovered the song via TikTok-6%9%A friend played the song11%9%11%10%9%8%I first heard it in a TV series/in a movie6%7%6%8%6%6%I discovered the song via Instagram-3%4%I heard it first at a concert2%2%2%2%2%2%I heard it first on so

57、me other Internet site/social media3%2%2%1%3%2%I discovered the song via Facebook-3%2%“-”Indicates not previously measured in the current formulationChange over timeThink back to the last time you discovered a new song/piece of music you really liked:how did you discover it?Base:AllDigital Music in

58、the NordicsChannels where a new song was discovered Nordic countriesRadio is still the main channel for discovering new songs in all countries but has dropped over the years in importance.Social media increase in importance and TikTok is increasing in all countries.201520172018202020222024I heard it

59、 first on the radio46%44%45%42%30%30%A friend played the song9%9%8%12%7%9%I heard it first in a playlist or as a recommendation on a streaming service-9%8%9%I discovered the song via TikTok-4%9%I heard it first on YouTube9%9%10%12%9%8%I discovered the song via Instagram-4%4%I heard it first on TV5%6

60、%4%5%4%4%I heard it first at a concert3%3%3%3%2%3%I discovered the song via Facebook-3%2%I heard it first on some other Internet site3%5%5%2%2%2%201520172018202020222024I heard it first on the radio33%33%31%31%24%18%I heard it first on YouTube12%9%11%13%10%11%I heard it first in a playlist or as a r

61、ecommendation on a streaming service-16%12%11%A friend played the song12%11%11%9%11%9%I heard it first on TV7%7%6%9%8%7%I discovered the song via TikTok-5%7%I discovered the song via Instagram-4%6%I discovered the song via Facebook-3%2%I heard it first at a concert1%1%2%2%2%2%I heard it first on som

62、e other Internet site5%5%3%1%3%2%201520172018202020222024I heard it first on the radio36%32%30%31%20%19%I heard it first in a playlist or as a recommendation on a streaming service-14%12%13%I heard it first on YouTube9%9%12%14%12%12%I heard it first on TV8%7%8%11%8%9%I discovered the song via TikTok

63、-8%9%A friend played the song10%12%11%9%8%7%I discovered the song via Instagram-3%3%I heard it first on some other Internet site6%7%5%1%3%3%I heard it first at a concert3%3%3%3%3%2%I discovered the song via Facebook-2%1%201520172018202020222024I heard it first on the radio41%37%37%38%28%26%I heard i

64、t first on YouTube10%10%10%15%13%13%I heard it first in a playlist or as a recommendation on a streaming service-13%11%13%I discovered the song via TikTok-7%9%A friend played the song12%15%15%9%8%7%I heard it first on TV5%6%6%7%5%5%I discovered the song via Instagram-11%10%9%2%4%I heard it first at

65、a concert2%2%2%1%1%2%I discovered the song via Facebook-5%5%5%2%2%I heard it first on some other Internet site5%5%4%1%3%2%Think back to the last time you discovered a new song/piece of music you really liked:how did you discover it?Base:AllDigital Music in the NordicsChannels where a new song was di

66、scovered By age(1/2)Radio is primarily used to discover new music by people above 30 years old.Young people under 18 years primarily discover new music on TIkTok,YouTube and through friends.8%8%2%0%2%13%11%3%1%8%24%12%1%2%5%31%16%4%1%3%35%15%2%4%2%12-1718-2930-3940-4950-651%17%3%1%3%14%6%4%3%9%24%10

67、%3%3%3%38%8%1%2%3%49%5%4%1%2%I heard it first on the radioI heard it first on YouTubeI heard it first at a concertI discovered the song viaFacebookI discovered the song viaInstagram5%15%2%2%7%6%12%2%5%10%11%14%2%2%8%18%11%2%2%5%33%7%2%1%2%5%10%1%1%5%7%11%3%1%5%14%16%2%1%5%18%12%2%2%1%37%9%1%1%2%Thin

68、k back to the last time you discovered a new song/piece of music you really liked:how did you discover it?Base:AllDigital Music in the NordicsChannels where a new song was discovered By age(2/2)Radio is primarily used to discover new music by people above 30 years old.Young people under 18 years pri

69、marily discover new music on TIkTok,YouTube and through friends.23%23%15%5%2%22%6%16%5%2%9%7%20%4%3%4%9%11%7%1%2%4%5%6%3%12-1718-2930-3940-4950-6529%18%8%3%4%19%11%14%4%2%8%8%11%6%2%2%10%7%3%2%0%6%4%2%2%I discovered the song viaTikTokA friend played the songI heard it first in a playlist or asa reco

70、mmendation on astreaming serviceI first heard it in a TV series/ina movieI heard it first on some otherInternet site/social media32%17%3%5%2%13%10%11%5%2%7%7%14%7%2%3%10%14%8%3%0%9%7%8%1%36%9%10%10%3%16%7%20%9%4%6%8%16%11%1%4%6%15%14%2%2%5%7%6%3%When listening to music on your digital music service,

71、which of these statements best suits your daily consumption?Base:AllDigital Music in the NordicsStatements describing music consumption Nordic overviewAcross the Nordics,people mostly listen to playlist or tracks they have created themselves.51%46%21%13%11%8%7%15%48%48%22%14%8%8%16%I listen to playl

72、ists Ive created myselfI listen to music tracks or albums I have found myselfI listen to playlists recommended by my streaming serviceI put on a music track,album or EP,and when it ends,I listento the music that my streaming service automatically puts onI listen to music that is trending in the vide

73、os I watchI listen to my friends playlistsI listen to albums,EPs or tracks recommended by mystreaming serviceDont know20242022When listening to music on your digital music service,which of these statements best suits your daily consumption?Base:AllDigital Music in the NordicsStatements describing mu

74、sic consumption Nordic countriesThe picture is similar across the Nordic countries most people listen to music from a playlist they have created themselves or from tracks/albums they have found.1 in 5 listen to playlist recommendations from streaming services.52%49%22%13%8%7%6%15%50%49%20%16%9%8%7%1

75、3%52%40%22%11%14%10%7%13%48%47%22%13%11%6%8%17%I listen to playlists Ive created myselfI listen to music tracks or albums I have found myselfI listen to playlists recommended by my streaming serviceI put on a music track,album or EP,and when it ends,I listen to the musicthat my streaming service aut

76、omatically puts on afterwardsI listen to music that is trending in the videos I watchI listen to my friends playlistsI listen to albums,EPs or tracks recommended by my streaming serviceDont knowDKSENOFIDo you think it is easy to find music from your own country in streaming services?Base:AllDigital

77、Music in the NordicsEasy to find music from own country on streaming services Nordic countriesIn all Nordic countries,7 out of 10 state that it is easy to find music from their own country on streaming services.Just 9%on average say no,while the rest do not know.69%8%23%YesNoDont knowEasy to find mu

78、sic from own country on streaming services?69%10%21%YesNoDont know68%9%23%YesNoDont know70%7%22%YesNoDont know27AI and Music CreationDigital Music in the NordicsUse of Artificial Intelligence in the everyday life Nordic and countries 2 out of 10 use AI in their everyday life in the Nordics,with most

79、 in Norway and least in Finland.58%think music created by AI should be labelled“AI”by streaming services,so you know what is made by robots and what is made by humans.69%believe artists and music creators should be asked for permission and paid when their voice or music is used by AI creating music.

80、Do you use artificial intelligence in your everyday life or at work(e.g.ChatGPT,midjourney,etc.)?Do you think that music created by artificial intelligence,without human creativity,should be labeled AI in streaming services so you know what is made by robots and what is made by humans?Do you think a

81、rtists and music creators should be asked for permission and paid if an AI company uses their voice or songs in new music created using AI technology?Base:All20%Use AI in the everyday lifeMusic created by artificial intelligence should be labeled AI in streaming services Artists and music creators s

82、hould be asked and paid if an AI company uses their voice or songs in music created using AI22%18%26%15%58%57%60%51%63%69%72%65%62%76%TV/movie StreamingDigital Music in the NordicsStreaming of TV/movie content Nordic and countriesAcross the Nordics,89%stream TV/movie content on streaming services,wh

83、ich is just a small increase since 2022.The share of public TV/movie content streamers have increased greatly in all countries the past two years,whereas commercial streaming is more or less status quo.On average,people in the Nordics spend 3,1 hours a day streaming TV and movie content.86%(85%)57%(

84、51%)9%(12%)TV/movie streamersUse commercial streaming servicesUse public streaming servicesNon streamersAverage TV/movie streaming time per day(among TV/movie streamers)3,3hours91%3,0hours86%77%(81%)52%(52%)14%(11%)3,9hours92%91%(89%)42%(40%)8%(9%)2,8hours78%(73%)54%(37%)14%(18%)(2022:88%)(2022:89%)

85、(2022:91%)83%(82%)51%(45%)11%(13%)3,1hours89%(2022:87%)86%(2022:82%)Digital Music in the NordicsStreaming of TV/movie content Nordic overviewAcross the Nordics,Netflix is still the most used digital services for streaming TV and movie content,though a drop is seen since 2022.Disney+is now second sur

86、passing HBO Max.Do you currently use one or several of the following digital services providing TV and/or movie content?Base:All.57%26%29%27%13%9%13%11%13%7%8%10%13%5%4%36%13%52%27%27%25%14%14%13%12%12%11%11%10%6%6%5%5%31%11%20222024Note:Others=all digital services in 2024 with less than 5%.All stre

87、aming services are calculated as the share of the Nordic total and does not reflect local country shares.Think back to the last time you discovered a new song/piece of music you really liked:how did you discover it?Base:AllDigital Music in the NordicsStreaming of TV/movie content Nordic countriesNet

88、flix is competing strongly with the local public digital service providers in all the four markets and have lost slightly since 2022.In Denmark TV2 Play is almost a large as Netflix having increased since 2022,and the picture/trend is similar in Norway.53%52%27%26%24%16%13%11%8%5%5%7%14%0%10%20%30%4

89、0%50%60%70%NetflixSVT PLAYHBO MaxViaplayDisney+Amazon PrimeC MoreDiscovery+Telia TVApple TV+AllenteOthersNone202420222020201858%43%42%33%29%28%21%16%12%11%8%8%17%8%0%10%20%30%40%50%60%70%NetflixTV2 PlayNRK TV appDisney+HBO MaxViaplayDiscovery+AltiboxTelenor T-WeAmazon PrimeTelia TVApple TV+OthersNon

90、e202420222020201854%42%24%20%19%18%13%11%11%6%14%14%0%10%20%30%40%50%60%70%Yle AreenaNetflixMTV Katsomo(free)HBO MaxDisney+Ruutu+MTV Katsomo+(paid)ViaplayElisa ViihdeAmazon PrimeOtherNone202420222020201857%54%49%35%33%32%15%11%11%12%9%0%10%20%30%40%50%60%70%DR TVNetflixTV2 PlayViaplayDisney+HBO MaxY

91、ouSeeDiscovery+Amazon PrimeOthersNone2024202220202018Note:Others=All digital services in 2024 with less than 5%.Digital Music in the NordicsCommercial Services:Streaming of TV/movie content Nordic countries The share of people using commercial streaming services has increased a bit since 2022,mainly

92、 driven by the Norwegian and Finnish streamers.A total of 83%of the Nordic people between 12-65 years use at least one commercial TV streaming services and spent on average 3 hours per day using it.Do you currently use one or several of the following digital services providing TV and/or movie conten

93、t?How many minutes per day do you spend on watching TV/video content from on one or more of the TV/video services?Base:All.Base for average time spend on streaming:People who are streaming.Nordic totalUse at least one commercial TV/movie content streaming service83%(81%)3,0 hours(3,4 hours)Commercia

94、l service providersAverage streaming time per day among streamers91%(86%)78%(72%)86%(85%)77%(79%)3,6 hours(3,8 hours)2,5 hours(2,2,hours)2,9 hours(3,3 hours)2,8 hours(3,4 hours)Numbers in parentheses(2022)Digital Music in the NordicsPublic Services:Streaming of TV/movie content Nordic countries The

95、share of people using commercial streaming services has increased greatly the last two years,driven mainly by increased use of DR TV(DK)and Yle Areena(FI)and change of Yle to Yle Areena since 2022.A total of 51%of the Nordic people between 12-65 years use at least one public TV streaming services wi

96、th an average of 0,9 hours per day.Do you currently use one or several of the following digital services providing TV and/or movie content?How many minutes per day do you spend on watching TV/video content from on one or more of the TV/video services?Base:All.Base for average time spend on streaming

97、:People who are streaming.Nordic totalUse at least one public TV/movie content streaming service51%(45%)Public service providersAverage streaming time per day among streamers42%(40%)54%(37%)57%(51%)52%(52%)0,8 hours(0,9 hours)0,9 hours(1,2,hours)0,9 hours(1,0 hour)0,9 hours(0,9 hours)Numbers in pare

98、ntheses(2022)0,9 hours(1,0 hour)Digital Music in the NordicsDaily time spent on streaming TV/movie content Nordic and countries On a Nordic level,excluding local public service providers,subscribers still spend the most time per day on watching Netflix.Norway and Sweden spend more time relatively on

99、 C More compared to Danes and Finns.Danes in general spend less time of the streaming services displayed compared to the rest of the countries.How many hours per day do you spend on watching TV/video content from the following services?Base:Use the given digital service.1,30,81,10,91,01,51,11,31,01,

100、11,61,01,11,21,31,51,01,41,31,30,70,91,11,31,51,71,92,11,51,01,21,11,1DKSENOFI1,1hoursNordic averageNordic averageNordic averageNordic average1,1hours1,2hours1,5hoursNordic average1,0hoursDigital Music in the NordicsDaily time spent on streaming TV/movie content Nordic overviewNetflix has by far the

101、 largest share of the streaming market with a quarter of all streaming time across the Nordic countries.Viaplay,Disney+and HBO Max takes the following places but is still far behind Netflix.How many hours per day do you spend on watching TV/video content from the following services?Base:Use the give

102、n digital service.Nordic overview:Share of time spent on streaming of TV/movie contentNetflix;24%Viaplay;8%Disney+;8%HBO Max;6%TV2 Play(DK);5%TV2 Play(NO);5%DR TV;5%Yle Areena;4%SVT PLAY;4%Discovery+;3%Amazon Prime;3%NRK TV app;3%Other;21%Among all service providers Among commercial service provider

103、s Netflix;28%Viaplay;10%Disney+;10%HBO Max;8%TV2 Play(DK);6%TV2 Play(NO);5%Discovery+;4%Amazon Prime;4%Other;25%Note:Others=All streaming services with less than 3%share of daily time spent+the option“Other digital service”Digital Music in the NordicsDaily time spent on streaming TV/movie content No

104、rdic countries Netflix is a true large Nordic player(largest in Sweden),while TV2 Play(DK/NO),and national public service providers are following measured on time spent.The second largest commercial streaming services are Viaplay in Denmark and Sweden,and Disney+in Norway and Finland.How many hours

105、per day do you spend on watching TV/video content from the following services?Base:Use the given digital service.Netflix;21%TV2 Play;20%DR TV;18%Viaplay;11%Disney+;8%HBO Max;6%YouSee;6%Other;11%Netflix;23%TV2 Play;15%NRK TV app;9%Disney+;9%Altibox;8%Viaplay;7%Telenor T-We;HBO Max;5%Discovery+;5%Othe

106、r;14%Netflix;24%Yle Areena;20%Disney+;8%MTV Katsomo(free);7%Ruutu+;7%HBO Max;7%Elisa Viihde;6%Viaplay;5%MTV Katsomo+(paid);5%Other;10%Netflix;28%SVT PLAY;18%Viaplay;10%HBO Max;8%Disney+;8%C More;6%Amazon Prime;5%Other;17%Note:Others=All streaming services with less than 5%+the option“Other digital s

107、ervice”Digital Music in the NordicsStreaming services being part of a TV bundle Nordic countries Several streaming services are part of a TV bundle and e.g.,Elisa Viihde in Finland is bundled for more than half of all users of the streaming service.Telia TV in Sweden and Telenor T-WE in Norway is bu

108、ndled for more then 8 out of 10 users of the services.Is your access to the video on demand-service a part of a TV bundle?Base:Use the given digital service.80%53%51%37%29%27%21%18%15%0%20%40%60%80%100%Telia TVC MoreViaplayDiscovery+SVT PLAYHBO MaxNetflixAmazon PrimeDisney+202484%78%74%45%38%36%32%2

109、9%23%20%19%19%0%20%40%60%80%100%Telenor T-WeAltiboxTelia TVTV2 PlayHBO MaxNRK TV appViaplayApple TV+NetflixDiscovery+Disney+Amazon Prime202451%39%34%34%30%26%24%21%18%17%14%0%20%40%60%80%100%Elisa ViihdeC MoreViaplayMTV Katsomo+(paid)Ruutu+NetflixMTV Katsomo(free)Yle AreenaDisney+HBO MaxAmazon Prime

110、202459%39%31%25%25%21%17%16%9%0%20%40%60%80%100%YouSeeViaplayTV2 PlayDiscovery+DR TVNetflixDisney+HBO MaxAmazon Prime2024Note:Only streaming services with more than 50 answers are shownDigital Music in the NordicsImportance of streaming services being part of a TV bundle Nordic countries The inclusi

111、on of streaming services in TV bundles is important for about half the Nordic people with access to the services in a bundle.Most important is the top commercial streaming services like Netflix and Disney+,however local differences exists.How important was this access to the video on demand-service

112、for your decision to buy the bundle?Base:Using the digital service as a part of a TV bundle13%9%11%17%31%23%30%31%29%62%58%53%51%41%41%40%34%26%0%20%40%60%80%100%NetflixDisney+TV2 PlayHBO MaxAmazon PrimeViaplayDR TVYouSeeDiscovery+Not importantNeither/norImportantDont know3%9%21%21%15%20%27%32%31%69

113、%69%61%53%53%49%44%35%32%0%20%40%60%80%100%Disney+NetflixAmazon PrimeDiscovery+C MoreSVT PLAYHBO MaxViaplayTelia TVNot importantNeither/norImportantDont know14%12%12%13%4%11%17%20%25%12%16%62%60%60%58%56%56%51%51%51%50%49%0%20%40%60%80%100%MTV Katsomo+(paid)Disney+HBO MaxNetflixC MoreRuutu+Elisa Vii

114、hdeYle AreenaAmazon PrimeMTV Katsomo(free)ViaplayNot importantNeither/norImportantDont know18%14%15%15%54%32%31%30%32%32%22%18%29%58%58%57%46%46%44%41%40%40%36%35%34%32%0%20%40%60%80%100%Apple TV+NetflixDisney+Discovery+HayuViaplayTelia TVHBO MaxTV2 PlayNRK TV appAltiboxAmazon PrimeTelenor T-WeNot i

115、mportantNeither/norImportantDont knowNote:Only streaming services with more than 50 answers are shownYouGov,2024,all rights reserved.All materials contained herein are protected by copyright laws.Any storage,reproduction or distribution of such materials,in whole or in part,in any form without the p

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117、 or guarantees,whether express or implied,that the information is accurate,complete or up to date.We exclude all implied conditions,warranties,representations or other terms that may apply and we will not be liable to you for any loss or damage,whether in contract,tort(including negligence),breach o

118、f statutory duty,or otherwise,even if foreseeable,arising under or in connection with use of or reliance on the information.We do not exclude or limit in any way our liability to you where it would be unlawful to do so.Polaris NordicDigital Music in the Nordics For more information:Thomas Rssel,Senior Research ConsultantTSimon Larsen,Senior Research ConsultantS40