Media Development 2015 the DR Audience Research Department's Annual Report on the Use of Electronic Media in Denmark Media Development 2015 02
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DR Audience Research Media Development 2015 The DR Audience Research Department's Annual Report on the use of electronic media in Denmark Media Development 2015 02 ISBN 978-87-995081-4-3 Media Development 2015 03 Preface · page 4 A time bomb under the TV Chapter 1 · page 6 TV consumption is stable on the surface Chapter 2 · page 12 Danes are listening to more radio Chapter 3 · page 16 Intense competition for user attention on the Internet Chapter 4 · page 22 Snapchat: The disappearing double chin Chapter 5 · page 28 Streaming music services have taken over Chapter 6 · page 34 TV won the election Chapter 7 · page 40 Streamers also watch TV Chapter 8 · page 46 Your best friend lives in your pocket Chapter 9 · page 52 Generation instant pay-off Chapter 10 · page 58 Will 2016 be the year of the podcast? Chapter 11 · page 62 The users take control of the news Chapter 12 · page 68 The media is talking about it, but where are the users? Media Development 2015 04 A time bomb under the TV Apps on TV are a potential hand grenade being thrown directly into the traditional value chain in the TV market. And with user-friendly products such as Apple TV and Chromecast on the store shelves, the pin has been pulled. By Dennis Christensen DR Audience Research Media Development 2015 05 Not so many years ago, I believe that most is reinvested in Danish TV content. Thus it families with young children were in a similar is also part of the trend that we have seen situation to ours. It was time for the kids in recent years, in which global players are to go to bed, but TV dictated that their entering national markets and challenging favourite programme started after their existing ecosystems. bedtime. Apps have changed all that, and Finally, it should be remembered that now I can start the children's favourite Danish media consumption is not a zero-sum shows when it suits our family's schedule. game. Most Danes hold a TV subscription, This glimpse of daily life is just one example and most of those who purchase access to of how media development and apps are TV streaming services do so as a supple- revolutionising TV. ment to their TV package – not as a replace- I am now a YouSee customer, and I ment. There is much to indicate that Danes subscribe to the 'medium' package with now watch more TV than ever before. For a handful of self-selected channels. I also example, in 2015 Danes spent 4 % more time have the company's box, which allows me to watching "TV" in total (i.e., content from tra- record from the TV, rewind and access the ditional TV channels, streaming services and archives. I pay over DKK 500 per month for YouTube) than was the case in 2013. At that this service. time, traditional TV channel viewing amount- Today, however, it's not only the TV pack- ed to approx. 88 % of total TV viewing, while age that grants access to content. With DR the 2015 level is 81 %. Viewing time for the TV and TV3 Play in addition to subscriptions TV channels has declined to a limited extent, to TV 2 Play and Viaplay Sport, I can watch while the streaming services have more than content from channels that altogether ac- compensated for the loss. The 15-29 age count for 80 % of Danes' TV viewing. It costs group has also expanded their overall TV approx. DKK 350 per month, which is about consumption since 2013, with streaming now DKK 150 less than my YouSee package. accounting for 43 % of time consumption, This development is creating headaches compared with 28 % in 2013. Although the for the traditional TV distributors, and is one distribution between use of traditional TV of the clearest examples of the disruption and streaming is shifting during these years, of the value chain. As the internet connec- it still covers a growing overall market. tion also becomes the supplier or the TV It was not just television that was con- signal, pressure increases on the part of the sumed in new ways in 2015. Changes in media distributor's business related to classic TV consumption are also being noted elsewhere: distribution. From news and social media on mobile phones Another point in relation to my stream- to the podcast phenomenon on the radio ing package is that it also frees me from to streaming services that are taking over choosing from among the Danish content music listening from our home music collec- providers and instead allows me to spend my tions. And as always, it is young people who money to buy access to international ser- are leading these developments. You can read vices such as HBO Nordic and Netflix. These about all this and much more in Media Devel- services have a wealth of content to offer opment 2015. viewers, some of which is of very high quality. However, this is characterised by the fact Dennis Christensen that little of what I pay to these services Head of DR Audience Research Media Development 2015 06 2 h 53 min 2 h 52 min 2014 2015 HOW MUCH TIME DO DANES SPEND WATCHING TV DAILY, ON AVERAGE? Target group: 3+ Source: TNS Gallup TV Meter Media Development 2015 07 Chapter 1 TV consumption appears stable on the surface After dropping steadily since 2010, Danish TV consumption stabilised in 2015. At the same time, the difference between high and low frequency TV viewers has never been greater. By Jakob Vikær Hansen & Katrine Green DR Audience Research Media Development 2015 08 Since its 2010 peak at three hours and 21 channel group that experienced the largest a larger audience share than TV 2 Charlie, minutes daily, Danish TV consumption has growth in 2015. The growth is primarily at- which ended 2015 at 3.8 % compared with 4 dropped to 2 hours and 52 minutes in 2015. tributable to TV 2 News and TV 2 Sport, while % in 2014. While recent years have seen annual drops TV 2 Zulu and TV 2 Charlie lost viewers. The of up to 8 %, TV viewing in 2015 was virtually other TV 2 channels emerged from 2015 with DR: SMALL CHANNELS MAKING PROGRESS unchanged compared with 2014, when Danes their status almost unchanged. In 2015, DR's TV channels accounted for 34 % on average watched TV for 2 hours and 53 The main channel TV 2 accounts for of TV viewing consumption and the channels minutes daily. 23.7 % of Danish TV consumption, which is an are continuing to advance with 0.3 share The stable time consumption conceals a increase compared to 2014, and the channel points compared with 2014. The growth con- slightly declining reach and a polarisation thus remains the country's largest. Unlike ceals the decline of both DR1 and DR Ultra, between high and low frequency TV viewers. in 2014, TV 2 was forced to share handball while the rest of the portfolio has emerged In 2015, 66 % of Danes watched a TV channel broadcast rights with DR1 early in the year from 2015 in positive territory. every day compared with 67 % in 2014. Weekly and do without the football World Cup over After several years of growth, DR1 ended reach has also dropped slightly. the summer, but in spite of this TV 2 man- 2015 with a 22.2 % share compared with While slightly fewer Danes watch televi- aged to emerge stronger from 2015. 22.4 % in 2014. High ratings for shows such sion on both a daily and weekly basis, the high Although the year did not feature the as Den Store Bagedyst and Rigtige Mænd frequency viewers – which is the one-eighth most major of the sporting events, sport are not enough to compensate for the that watches the most TV – are continuing in general and handball in particular helped absence of major events like the Eurovision their very high TV consumption at more than to attract viewers to the new channel TV 2 Song Contest on Danish soil and the FIFA 6 hours watched daily. However, TV con- Sport. The sport channel came out of 2015 World Cup. sumption continues to drop among the low with an audience share of 1.3 % and is per- DR2, DR3 and DR K all emerged stronger frequency viewers, who in 2015 watched just forming significantly better than TV 2 Film, from 2015. The DR2 growth can be attrib- 19 minutes of television daily. The difference that was replaced by TV 2 Sport in the chan- uted to shows such as the new seasons of between high and low frequency audiences nel group. At a time when Netflix is meeting Indefra med Anders Agger and Nak & Æd. DR has never been greater. Much indicates that many Danes' fiction needs, this seems to be a K had its best year ever with a 2.2 % share, especially young Danes are watching less sensible change for the TV 2 group. primarily attributable to the events marking TV as a result of a shift from traditional TV TV 2 Zulu is seriously feeling the conse- the 70th anniversary of the Danish libera- to on-demand services, while it is the older quences of increased streaming consump- tion in World War Two. And DR3 also enjoyed Danes who watch the most TV. tion and absence of sport. The channel has its best year yet, especially among young Despite the slightly declining reach and celebrated its 15th anniversary, but with an viewers.