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1、MUSIC LISTENINGIN FINLAND 2024Kari Tervonen Lead researcherOmnicom Media Group Norstat interviewed 1,041 Finns in its consumer panel in August 2024.For the respondents,we sought 125 respondents from both the 1315-year-old and the 1618-year-old age groups,and then weighted their proportion to corresp

2、ond to these age groups proportion of the population.The key findings were weighted to represent the nationwide age and gender structure of Finlands population between the ages of 13 and 75.The survey results were analysed by Omnicom Media Groups researcher Kari Tervonen,who has been surveying every

3、day behaviour for a long time.Johanna Laitinen from Teosto and Tommi Kyyr from IFPI Finland represent music industry professionals in the task force.The survey produces information in serial form on how Finns music listening habits are changing over the long term.BackgroundWe always analyse survey r

4、esults by using the facts that are available to us.We compare the results with other information sources and also with the findings from previous years.Teosto and IFPI Finland have a wealth of information about music.Themes ofthe 2024 survey1.Attendance and non-attendance of live gigs 2.Superfans an

5、d fan culture in Finland3.Changes in music listeningThe number of gig attendees was the same as in 2023,a huge number considered attendingPART 1:Gig attendance and non-attendance,ticket pricesIn 2022,concert attendance recovered rapidly from the COVID-19 years.The number of concert attendees continu

6、ed to grow by a few hundred thousand in 2023 when compared to the previous year.In 2024,the proportion of Finns who attended concerts remained the same.Nearly two million Finns(44%of respondents)attended a paid gig or festival in JanuaryJuly 2024.Of Finns,56%estimate that they will spend money on co

7、ncert tickets over a full year,i.e.a 12-month period.Watched a paid live-streamed gig10%Attended a music festival overnight13%Attended a classical music concert22%Attended a music festival for one day23%Attended another paid individual gig34%Attended a free gig28%The number of gig and concert attend

8、ees in 2024 was roughly the same as in 2018 or 2023.In the oldest age group,there are still some people who have attended events less frequently since COVID-19.The Finnish summer gig season was fairly good.However,according to Nordeas payment card statistics,concert ticket sales declined by more tha

9、n 20%in the summer months when compared to the previous year.The consumption of all goods and services declined by a few percent from 2023.More tickets were bought last minute than last year,and ticket pre-sales went well.At the end of July 2023,there was an exceptional Coldplay peak,which was reali

10、sed this summer in the form of four performances at the Helsinki Olympic Stadium.Based on the survey figures for summer 2024The number of Finns who attended a gig Festival,overnight stay,500,000 people Festivals,day visits,800,000 people An individual gig,1,000,000 peopleConsidered but did not atten

11、d 1.5 million Finns,one million of whom missed a festival,while half a million missed an individual gig by an artitst.In particular,1635-year-olds considered attending but ended up not doing so.However,about one million Finns attended at least one festival or gig during the summer.Ticket prices are

12、considered to be high For more than half(56%)of the respondents,the ticket price is a major reason for not buying a ticket to a gig or festival.For just over a third(36%),a key reason was the total cost of the entire trip,including travel,food and drinks.Lack of money is not only a problem for young

13、 people,as 3645-year-olds narrowly had the most people who missed a gig for money-related reasons.The fact that the same proportion of respondents did not attend a gig due to ticket prices in the high-income group as in the middle-income group shows that people dislike high ticket prices on principl

14、e.In addition to buying tickets,prices are also a key reason for postponing purchases in other consumption.A considerable proportion of the events were at least nearly sold out also at these prices.But if many tickets were left unsold,the price could be a key reason for the drop in sales.Other reaso

15、ns for not attending a gig or festival One in four(25%)did not attend a gig because they had another event to attend at that time.Less common but still significant reasons for not attending include:Failure to get friends to attend 18%Poor artist selection 18%Difficulties in arranging travel 16%Diffi

16、culty in arranging accommodation 15%Bad weather 12%Poor availability of tickets 12%In addition,15%stated that they were not interested enough to attend after all and 11%of the respondents“just forgot”.In 2023:Live music will become even more important to peopleas the world becomes more technological

17、Agree 64%Disagree 9%Neither agree nor disagree 27%In summer 2024,more than half a million Finns did not attend a festival and around 300,000 did not attend an individual gig due to high ticket prices.Of course,it will not be possible to bring these figures down to even close to zero,as there will al

18、ways be people who wont have enough money for extra expenses.Event organisers also have to operate profitably,and the potential upcoming VAT increase on tickets would not help the event industry.Hotels and restaurants,prices and demandOne of the few areas of consumption that saw an increase in summe

19、r 2024 was the number of domestic hotel stays(+5%).The prices of hotel rooms in Finland have remained largely unchanged when compared to the beginning of the 2020s.At the same time,restaurant sales decreased by approximately 5%year-on-year.Restaurant prices are estimated to have increased by about 2

20、5%during this decade.In principle,the figures for the hotel and restaurant sector should develop at a somewhat similar pace.Finland has about two million music fans,of whom more than 50,000 are superfansPART 2:Superfans and music fan culture in Finland.The superfan phenomenon has become a topic of d

21、iscussion in international music.Superfans show exceptional dedication and passion for an artist or a band.They may travel long distances to see their favourite artist perform,collect a wide range of fan merchandise and actively participate in fan communities on social media.Two million Finns,or 43%

22、of us,have a particular favourite artist.Of course,the range of favourite artists is huge.Names that are mentioned often include Haloo Helsinki,Costi,Behm,Coldplay,Taylor Swift,Rammstein,Kaija Koo and Juha Tapio.There are more than 50,000 indisputable superfans of a music artist in Finland.There are

23、 almost half a million hardcore fans who are on the threshold of being a superfan.Superfans are most likely to beteenagers and young adults,in particular 1625-year-olds.Hardcore fans can be found in all age groups.How can you tell whether you are a superfan or a more regular fan?The levels of being

24、a fan of an artistHardcore characteristicsIs a member of a paid community or digital service that follows the artist30,000 FinnsBought special fan tickets for the artists gig within the past two years60,000 Finns Medium characteristicsBought the artists merchandise within the past two years250,000 F

25、innsBought the artists physical recordings/music content250,000 FinnsDiscussed the artist online with other fans300,000 FinnsIs part of a fan community for the artist350,000 FinnsLight characteristicsFollowed the artists live performance online/on social media500,000 FinnsAttended a gig by the artis

26、t within the past two years600,000 FinnsListened to the artists music for several hours a week on average900,000 FinnsQuiz:are you a superfan?Hardcore characteristics:5 points per statementI am a member of a paid community or digital service that follows the artist I have bought special fan tickets

27、for the artists gig within the past two years Medium characteristics:3 points per statementI have bought my favourite artists merchandise within the past two yearsI have bought the artists physical recordings or music content I have discussed the artist online with other fans I am part of a fan comm

28、unity for my favourite artist Light characteristics:1 point per statementI have followed the artists live performance online/on social media I have attended a gig by my favourite artist within the past two years I have listened to my favourite artists music for several hours a week on average15 poin

29、ts or more=superfan1014 points=hardcore fanBelow 10 points=fanSuperfansRammsteinA 25-year-oldman from Hme.Superfan,excludingmembership in a paidfan content service.Likes heavy music moregenerally,including Finnish artists.KUUMAAA 18-year-old womanfrom South Ostrobothnia.Not part of a fan communityan

30、d does not buy recordings.Otherwise a superfan,from special tickets to fan merchandiseand digital following.Joker Out,Krij,KUUMAA,IBEA 20-year-oldwoman from Turku.Superfan,including special tickets for gigsand a paid community.Hardcore fansPOPEDAA 65-year-old man from Vantaa.Is part of a fan communi

31、ty,goes to gigs,buys records and fan merchandise.Does not buy digital services related to the group.However,participates in discussions in Popedas social media group.COSTEEA 30-year-old woman from Central Finland.Lists all Costee songs as the songs of her life.Goes to gigs and even buys special tick

32、ets.Buys fan merchandise.Does not participate in fan communities.We asked Finns to name the song of their life.As expected,the range of answers was huge,but Finns often chose deep cuts instead of the most obvious hits.The songs of Finns livesAbout two out of three named a Finnish-language song.In ol

33、der people,the song often has to do with the love of ones youth or a spouse who has been by ones side throughout ones life.Finns also mentioned a lot of power songs that have helped them in difficult situations.The song of ones life is an additional characteristic of a superfan,as many people who ar

34、e the most enthusiastic about an artist also have a song of their life that is performed by said artist.Stories about the songs of Finns livesOikeesti by Finlanders.When I met my beloved 18 years ago,this song was at the top of the charts.*Maailman toisella puolen by Haloo Helsinki is a significant

35、and emotional song for me.We sang it at the end of primary school.*Soulman by Blues Brothers.It was the best song on the first cassette I recorded from someone else.*“Apulanta,En voi auttaa.The songs atmosphere works for any situation in life,and the song somehow helps me keep moving forward*Kari Ta

36、pios song Olen suomalainen.Weve sung it with the national team just before a game and it creates a great team spirit and a sense of strength.Sport is a big part of my identity.*The songs of many peoples lives are connected to such a painful memory that they dont want to share them.*Composition by Ka

37、isa Ranta-Toivonen,lyrics by Sinikka Svrd,arrangement by Aku Toivonen*Composition by Rauli Eskolin,Leo Hakanen,lyrics by Elisa Tiilikainen,Jarmo Mykknen,Leo Hakanen,arrangement by Leo Hakanen,Rauli Eskolin,Erno Laitinen*Composition and lyrics by David Porter,Isaac Hayes*Composition and lyrics by Ton

38、i Wirtanen,arrangement by Toni Wirtanen,Simo Santapukki,Tuukka Temonen*Composition by Salvatore Cutugno,lyrics by Cristjano Minellono,Finnish lyrics by Raul ReimanIn addition to the stories about the songs of ones life,the responses to the open-ended questions in the survey also highlight the diffic

39、ulties brought about by constant changes and crises in the respondents lives.When it comes to music,Finns readily open up about their lives.This is very exceptional in the context of market research.For years,our research series has shown that music is a lonely persons friend and particularly import

40、ant in tough times and difficult life situations.Music is a quiet way for a quiet people to talk and listen.FANS OF MUSIC GENRES IN 2024 Which music genres do you like very much?2%2%4%4%5%5%8%8%8%11%15%16%17%17%21%0%5%10%15%20%25%K-pop and other Asian pop*Folk music(Finnish)Indie rockCountryJazzLati

41、n musicR&B and SoulClassical musicEDMHiphop/rapFinnish schlagerEnglish popTraditional rockMetal/hard rockFinnish popK-pop is liked by 7%of respondents under the age of 25.Almost without exception,respondents like the genre of their favourite artist very much.Still,the song of a respondents life is o

42、ften of a different genre.Classical music is present in many places:300,000 true friends,one million fair-weather friendsRespondents remembered hearing classical music at least occasionally in many places during the year.On TV 44%In a film or a TV series 43%On the radio 39%On YouTube 27%At a concert

43、 22%On Spotify 17%On a recording 11%Of the respondents,8%report that they like classical music very much and 62%at least like to listen to it occasionally.28%could name a composer of classical music when we asked respondents to name a composer they had recently listened to.Almost as many people name

44、d a composer of something other than classical music.Listener profiles for classical music6675-year-olds 40%(total population 16%)Women 62%(total population 50%)Helsinki-Uusimaa 43%(total population 34%)A preference for classical music correlates with interest in jazz and folk music.Listeners of cla

45、ssical music are also somewhat interested in soul and Latin music.In Finland,consumption has not increased at all in real terms over the past ten years.In recent years,real consumption has even decreased.Consumption by people under the age of 50 has decreased somewhat.Consumption by people over the

46、age of 50 has increased somewhat.The consumption of highly educated white-collar workers has decreased the most.It is no wonder that the money spent on music in 2024 is at the same level as in 2018.The subjective estimates of the respondents may differ from reality to some extent.However,the big pic

47、ture is quite accurate in relation to general consumption statistics.When it comes to entertainment,the most money is often spent on pay TV and concerts.Annual spending on entertainment(respondents own subjective estimate)More than 200502001050Less than 10Best age groupConcert tickets9%29%19%43%2645

48、Streaming2%20%9%69%1655Recordings2%6%12%80%3665For comparison:Cinema tickets2%20%46%32%4665Sports events4%11%18%67%2635Computer games5%13%16%66%1935Books,audiobooks5%17%25%53%5675Video on Demand channels9%26%9%56%4675The median amount of money spent on music can be estimated to be about EUR 100 per

49、year and the average about EUR 150.In the household budget survey(Statistics Finland 2022):The average spending on cultural events(concerts,theatre,films)is about EUR 150 per person per year.The spending on streaming services is about EUR 150 per person per year.The money spent on fiction is about E

50、UR 60 per person per year.The average amount of money spent on computers,phones,TVs and audio equipment is just over EUR 400 per person per year.The slowly changing habits of generationsPART 3:Changes in music listening in FinlandThe phenomena of different generationsAlways wearing earphonesComputer

51、 gamesVlogs and YouTubersTikTokSocial music consumerOnes own playlistsRap and popA fan of a lifestyleFriendsBorn after 1990 Born in 19701990 Born before 1970Streaming and radioVideo on Demand servicesCommercial radioYouTubeIndependent music consumerMusic videosMetalA fan of live gigsBusySeparate rad

52、io deviceLinear TVYle radio stationsFacebookPassive music consumerReadingSchlager and rockFan of music contentNostalgiaIn Spotify listening,the dominance of self-created playlists has increased as the most popular way oflistening to music over the past five years.Nearly one in two,or 43%,consider it

53、 their most important way of listening to music.Picking one song at a time is the favourite listening method of 16%of respondents.How do songs end up on self-created playlists?One in four Spotify users pick up songs from TikTok.Among under 25s,that figure is more than 60%.One in three people pick up

54、 songs from the radio especially people aged over 20.More than half of the users of a music streaming service listen to both ready-made playlists and playlists that the service recommends to them,picking up songs from those.One in four listen to playlists created by friends,especially younger listen

55、ers.Self-created playlists on Spotify dominateIn which of the following ways have you listened to Spotify or a similar streaming service at least once in the last month?20242020Picking one song at a time78%71%Self-created playlists67%63%Playlists based on music genres57%-Playlists of individual arti

56、sts55%49%Playlists personalised for the listener by the service55%53%Complete albums45%51%Podcasts and other edited content40%34%Playlists created by friends25%29%Which devices have you used to listen to music in the past 24 hours?In the past five years,the only category that has grown consistently

57、is listening to Spotify in the car.No device has seen a continuous decrease in use.Listening with a phone is stillgrowing in older age groups,but it is no longer growing by leaps and bounds.2024Change vs.2022Car radio59%-3%Phone53%+4%Computer24%-2%Separate radio device27%-2%Streaming in the car26%+5

58、%Tablet6%-1%CD player in the car6%-1%CD player at home5%-1%Voice-controlled smart speaker5%+1%Record player 1%0%Which devices have you used to listen to music in the past week?All1318 yrs3645 yrs6675 yrsCar radio74%80%77%63%Phone72%94%83%34%Computer37%45%49%21%Separate radio device41%30%37%60%Stream

59、ing in the car38%61%48%8%Tablet14%18%14%12%CD player in the car11%13%13%7%CD player at home11%12%13%15%Voice-controlled smart speaker8%17%10%4%Record player 4%4%3%4%In the past week and in the past six months,I have.The regular and occasional use of music sources has remained at the same level in re

60、cent years.The respondents subjective assessment of their listening to commercial radio stations is high when compared to listening to Yle radio stations,even though,according to Finnpanels radio survey(AprilJune 2024),the most listened to radio station in Finland is Yle Radio Suomi.In the past week

61、In the past six monthsListened to music on YouTube53%83%Listened to commercial radio stations62%82%Listened to Yle radio stations45%74%Listened to a music stream subject to a fee(Spotify)40%48%Watched TikToks36%48%Followed vloggers/YouTubers29%42%Listened to a free music stream(Spotify)31%48%Followe

62、d music artists on Instagram29%40%Listened to a podcast26%54%Listened to music while playing a game on a computer17%28%ConclusionThe most commonly mentioned favourite songs in summer 20242.Mirella&Lauri Haav:LuotathanComposition and lyrics:Lauri Haavisto,Aaro Virkkala,Senni-Maaria Rantanen,Aleksante

63、ri Hulkko,Mirella Roininen1.Portion Boys&Kake Randelin:JuhannusyComposed by Igor Nikolaev,Mikael Forsby,lyrics by Turkka Mali,Lasse Kuoppala,Raimo Paavola,Mikael Forsby3.Mirella:TimantteiComposition and lyrics:Ilon Adlercreutz,Kim Mannila,Emma Johansson,Mirella RoininenTen findings from the survey:1

64、.If tickets for a festival or gig are not selling,reducing the price could help.2.In Finland,the spending on music is roughly at the 2018 level,as is general consumption.3.In Finland,there are more than 50,000 super fans and several hundred thousand potential superfans.4.Two million Finns have a fav

65、ourite artist.Almost one million Finns have a favourite artist whose music they have listened to for several hours a week.5.Pops dominance as the most popular music genre remains clear.For the age groups,the rap-pop-rock-schlager age progression from young to old is clear.6.New fresh hits keep comin

66、g.New emerging genres,such as K-pop,remain marginal year after year.7.Todays hits are more song-driven than artist-driven.Songs that are important to people are connected to a specific artist and life situation.8.Self-created playlists are at the heart of Spotify listening.For young people,TikTok is

67、 a key channel for discovering new songs.9.The radio is maintaining its position quite well in the slowly changing environment of listening sources.10.When music is being talked about,the anxiety felt by many Finns becomes evident.Music is the friend of a lonely person.Bonus note:of Finns,6%had list

68、ened to a song they knew was generated by AI within the past week and 25%within the past six months.These figures are about double for people under the age of 25.IF YOU HAVE ANY QUESTIONS,PLEASE CONTACT THE AUTHORS:Kari Tervonen+358(0)50 437 0677,Tommi Kyyr tommi.kyyraifpi.fiJohanna Laitinen johanna.laitinenteosto.fi