Norway - the Land of Digital Radio: Diffusion of Radio Tech and Changing Radio Habits
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Norway - the land of digital radio: Diffusion of radio tech and changing radio habits Radio Days Europe 2018 18.03.18 Knut-Arne Futsæter Kantar Media @futsaeter Agenda 1. Introduction 2. Diffusion of radio tech 3. Radio listening: 2016 - 2018 4. Summary and future perspectives 2 1. Introduction #LookToNorway: Digital leader Internet 97% Smart phone 91% Access Tablet 67% Daily Internet 91% Facebook 77% reach Mobile content 69% 4 Increased daily reach of Internet and mobile content 100 Percent «Internet» 91% 75 «Mobile content » 71% 50 25 0 95 97 99 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Daily reach 1995-2017. Consumer & Media. Data fra Forbruker & Media fra 1994. Flerkanalsamfunnet (Lundby & Futsæter, 1993) Fragmentering av medielandskapet og oppsplitting av publikum (Futsæter 1998). Mobilt innhold gjelder alle norske mobile utgaver som er målt i F&M, både fra aviser, TV og andre. 5 Decreased daily reach of traditional media 100 Percent TV 68% 75 Radio 62% 50 Newspaper 44% 25 Magazines 25% 0 95 97 99 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Daily reach 1995-2017. Consumer & Media. Data fra Forbruker & Media fra 1994. Flerkanalsamfunnet (Lundby & Futsæter, 1993) Fragmentering av medielandskapet og oppsplitting av publikum (Futsæter 1998). Mobilt innhold gjelder alle norske mobile utgaver som er målt i F&M, både fra aviser, TV og andre. 6 Daily viewing time for TV: Decreasing viewing time – especially among those under 40 years 184 183 187 180 178 173 180 167 167 176 177 175 174 168 159 150 155 153 150 TV total: 150 150 150 146 146 141 NRK1: 49 135 128 TV2: 28 120 120 119 Other: 49 108 112 111 102 104 TV3: 6 90 90 92 TVNorge: 10 82 78 12-19 years 76 NRK2: 8 67 60 60 20-29 years 56 30-39 years 46 30 30 0 0 2009 2011 2013 2015 2017 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Norwegian TV-meter panel. Kantar Media. 7 Daily listening time among all 2014-2016: Decreased listening time from 2014-2016 – before the FM-switch off Minutes 90 89 90 85 2014 2015 2016 80 70 60 59 60 58 50 40 30 20 19 20 18 11 11 10 8 0 Radio NRK P4 Group Bauer Media Source: Kantar Media/Norsk Gallup. Official radio figures from the PPM panel. 8 Access of streaming Daily use of streaming 38% is growing and podcast 6% 61 60 55 54 53 52 50 50 45 43 40 Spotify 38 36 36 Tidal/Wimp 34 30 31 30 Apple Music 25 22 21 21 20 20 14 14 Streaming 11 12 Podcast 10 10 8 6 5 4 2 0 Q4-10 Q4-11 Q4-12 Q4-13 Q4-14 Q4-15 Q4-16 Q4-17 Q4-12 Q4-13 Q4-14 Q4-15 Q4-16 Q4-17 Q1-18 Source : Kantar Media/Norsk Gallup. InterBuss. Streaming: DigitalRadioUndersøkelsen (DRU) 1.000 CATI https://radio.no/om-oss/digital-radiolytting/ Radio listening vs. music streaming among 18-29 years: More radio in the morning and less in the evening 9 Percent 8 8 7 7 6 6 6 6 Radio 6 6 6 6 5 6 5 Music streaming 5 5 5 5 5 5 5 5 5 5 4 4 4 4 4 4 4 3 3 3 2 2 2 2 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 Kilde: Dagboksundersøkelsen 24 fra 2017. Dekning per time. (Statistics: Reach % daily, split by 1 hour) n=2395 Technology and disruption: Opportunities and challenges for the radio industry . 97% have online access . Personalised radio services . 91% have smart phones . Smart speakers are potential game . 38% are streaming music daily changers for radio? . 7% uses podcast daily . The battle of dashboard in cars and in digital audio devices . 63% have access to headphones and 7% use them daily for radio . The digital giants Apple, Google and Amazon 11 2. Diffusion of radio tech Access to radio equipment: DAB and online equipment increases 76 PC/Mac 78 75 Digital TV receiver at home 76 42 FM-radio at home 68 47 Only FM-radio in car 68 74 DAB-radio at home 60 68 Mobile & tablet (apps) 45 22 FM-radio in secondary homes 33 54 DAB-radio or DAB-adapter in car 32 18 FM-radio in mobile phone 24 29 Internet radio (not DAB or FM) 24 22 Digital TV receiver in secondary homes 23 27 DAB-radio in secondary homes 17 11 iPod/Mp3-player with FM-radio 14 10 1Q 2018 FM pocket radio 11 7 FM-radio in boat 6 1Q 2017 DAB-pocket 5 3 Percent 2 DAB-radio in boat 2 13 Source : Kantar Media/Norsk Gallup. DigitalRadioUndersøkelsen (DRU) 1.000 CATI https://radio.no/om-oss/digital-radiolytting/ 13 Access to radio to equipment: High access to digital radio 100 98 97 96 98 99 Percent 90 90 82 83 87 87 89 87 86 85 84 81 83 81 81 72 83 75 79 80 79 80 71 78 75 67 76 76 58 60 52 50 45 39 Total digital . Internett radio: PC/Mac, mobile (apps) radio, 29 nettbrett, WiFi- internett radio. DAB-radio: DAB-radio (inkl. adapter), DAB- DAB-radio 25 radio i bil (inkl. adapter), DAB-lomme radio . Digital TV Digital TV Internet radio 0 Q1-2013 Q4-2013 Q2-2014 Q4-2014 Q2-2015 Q4-2015 Q2-2016 Q4-2016 Q1-2017 Q3 2017 Q1 2018 Source : Kantar Media/Norsk Gallup. DigitalRadioUndersøkelsen (DRU) 1.000 CATI https://radio.no/om-oss/digital-radiolytting/ 14 Number of radio devices: Number of DAB devices increases, but 18% less devices in 1Q 2018 than 1Q 2016 10 000 000 9 220 000 Numbers 8 000 000 DAB total DAB in car 6 000 000 DAB at home 5 610 000 FM total 4 700 000 4 000 000 3 300 000 3 075 000 2 090 000 2 000 000 1570000 730000 0 1Q 2016 2Q 2016 3Q 2016 4Q 2016 1Q 2017 2Q 2017 3Q 2017 4Q 2017 1Q 2018 Source : Kantar Media/Norsk Gallup. DigitalRadioUndersøkelsen (DRU) 1.000 CATI https://radio.no/om-oss/digital-radiolytting/ 15 Amount of the daily listeners who use different devices: More digital and less FM, but still 27% are using FM (local) 75 73 72 71 68 65 Percent 57 54 49 50 FM 37 DAB Internet radio 30 27 Digital TV 24 25 21 18 19 19 15 13 13 13 0 1Q 2016 3Q 2016 1Q 2017 3Q 2017 1Q 2018 Source : Kantar Media/Norsk Gallup. DigitalRadioUndersøkelsen (DRU) 1.000 CATI https://radio.no/om-oss/digital-radiolytting/ 16 Amount of daily digital listeners: 86% of the listeners use a digital device 100 Percent 86 86 75 70 57 50 51 40 28 25 . Internet radio: PC/Mac, mobile (apps) radio, tablet, WiFi- internet radio. DAB-radio: DAB-radio (incl. adapter), DAB- radio in car (incl. adapter), DAB-pocket radio . Digital TV 0 Q4-2012 Q4-2013 Q4-2014 Q4-2015 4Q 2016 4Q 2017 1Q 2018 Source : Kantar Media/Norsk Gallup. DigitalRadioUndersøkelsen (DRU) 1.000 CATI https://radio.no/om-oss/digital-radiolytting/ 17 Amount of daily listeners who use FM and DAB in cars: 20% of the daily listeners are still using FM (local) in cars 60 Percent 57 55 50 47 48 40 43 43 DAB 41 40 39 30 FM 28 26 24 24 24 20 22 20 17 18 10 0 1Q 2016 2Q 2016 3Q 2016 4Q 2016 1Q 2017 2Q 2017 3Q 2017 4Q 2017 1Q 2018 Source : Kantar Media/Norsk Gallup. DigitalRadioUndersøkelsen (DRU) 1.000 CATI https://radio.no/om-oss/digital-radiolytting/ 18 3. Radio listening: 2016-2018 The national FM switched off during 2017 6. Troms, Finnmark (4,6%): 13.12.17 1. Nordland (4,7%): 11.11.17 2. Trøndelag, M&R(13,7%): 08.02.17/21.04.17 3. Telemark, Buskerud 4. S&F, Hordaland, Hedmark, Oppland Rogaland, Agder (16,2%): (27,8%): 26.04.17/16.06.17 21.06.17/15.09.17 5. Østfold, Vestfold, Oslo, Akershus (34%) 20.09.17/08.12.17 Source: https://radio.no http://www.medietilsynet.no/en/about-medietilsynet/digital-radio/ 20 Daily reach 2016-2018: Declining daily reach for radio from august 2017 70 69 69 68 69 68 68 69 68 68 70 66 68 66 67 65 65 59 60 64 61 62 61 62 2016 59 57 57 57 50 2017 2018 40 1. Nordland 2. Trøndelag, 3. Telemark, 4. S&F, Hordaland, 5. Østfold, Vestfold, 6. Troms, Finnmark Percent (4,7%): 11.01.17 M&R(13,7%): Buskerud Rogaland, Agder Oslo, Akershus (34%) (4,6%): 13.12.17 30 08.02.17/ 21.04.17 Hedmark, Oppland (27,8%): 20.09.17/ 08.12.17 (16,2%): 21.06.17/ 15.09.17 26.04.17/ 16.06.17 20 10 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: Kantar Media/Norsk Gallup. Official radio figures from the PPM panel. All days. The information in the boxes indicates when NRK, P4 Group and Bauer Media shut down FM. 21 The percent’s in the boxes are the amount of the Norwegian population. Daily listening time among all 2016-2018: Declining listening time from august 2017 90 88 87 87 87 87 88 85 85 85 84 82 80 84 82 83 82 81 80 78 78 76 77 77 71 70 2016 74 60 2017 2018 1.