DR Audience Research Media Development 2013 The DR Audience Research Department's annual report on the use of electronic media in Denmark Media Development 2013 page 2 ISBN 978-87-995081-2-9 Media Development 2013 page 3 Preface · page 4 Streaming has become mainstream Chapter 1 · page 6 Biggest drop in TV viewing ever Chapter 2 · page 12 Commercial radio: Local outstrips national Chapter 3 · page 18 The net is getting bigger on small screens Chapter 4 · page 24 Three things viewers want Chapter 5 · page 30 Netflix is the sixth-largest TV channel in Denmark Chapter 6 · page 36 Women have embraced the smartphone Chapter 7 · page 40 The future in teenage ears Chapter 8 · page 44 #danishuseofhashtags Chapter 9 · page 48 Barnaby, Beverly Hills 90210 or binge-watching? Chapter 10 · page 54 Tweens – between games and social media Media Development 2013 Preface page 4 Streaming has become mainstream 2013 will be remembered as the year streaming became fixed in the minds of Danes – and their media consumption. By Lars Thunø Audience Research Manager, DR Audience Research Media Development 2013 Preface page 5 With Netflix at the forefront, High usability has been an Danish and foreign streaming important factor in the increased services left their mark on the distribution of streaming Danish media landscape in 2013. services. The services have While Spotify had already taken quite simply been easy for all a large share of Danish music demographic groups to access. consumption, the headlines in Combined with the widespread 2013 were all about streaming use of smartphones and tablets, of TV. About 4 out of 10 Danes one significant reason behind the report that they stream TV, but success of streaming services the numbers also show that is that they have not been heavy consumers of streamed restricted to the relatively small content are still few in number – group of individuals who are streaming is a supplement. Still, interested in technology. From traditional TV viewing declined the very beginning, it has been 8% from 2012 to 2013 and the easy for everyone – men and advance of streaming appears women, children and older people to be a significant factor in – to make the transition to the this development. But we must new way of consuming media ask an essential question here: content. The tendency does not How do we actually define TV? apply only to streaming. Taken Whether the content comes as a whole, the new technologies from a TV station or an online have become part of everyday service means little to the life. For example, about 2 out of people sitting in front of the 3 Danes own smartphones, and screen. Some of the traditional the women have caught up with TV viewing that was dropped was the men here, while 3 out of 4 beyond doubt picked up by the children aged 5-12 have access new distribution forms and thus to a tablet. still functions as a new form of TV viewing in Danish homes. I hope you enjoy Media There was some discussion Development 2013. in 2013 about what share of total TV viewing is made up of Lars Thunø online viewing. This is not an easy Audience Research Manager question, since it is difficult DR Audience Research to arrive at clear answers due to the limitations of existing measurement methods. Nevertheless, in this publication, DR Audience Research attempts to present the state of affairs in 2013, estimated on the basis of several different sources. Media Development 2013 Chapter 1 page 6 How Long Do DAnes wATcH TV eVeRy DAy, on AVeRAge? Target group: 3+ Source: TNS Gallup TV Meter 3h 15min 3h 0min 2012 2013 Media Development 2013 Chapter 1 page 7 TV Biggest drop in TV viewing ever Danes still watch a lot of TV, but 2013 brought a significant decline in TV viewing. Meanwhile, the battle for viewers among the big four – TV 2, DR, MTG TV and SBS Discovery – has become fiercer. DR1 and TV 2's main channels have never been more evenly matched and MTG TV regained a nice lead over SBS Discovery in 2013. By Henrik gregor Knudsen DR Audience Research Media Development 2013 Chapter 1 page 8 TV Viewing DecLines foR There are other reasons, viewers. TV 2 Charlie lost an Following the relaunch of THe THiRD consecuTiVe yeAR however, that the decline in TV audience share of 0.2 percentage DR1 in autumn 2012, attention Viewing of traditional viewing accelerated from 1-2% points and thus slid from being was turned to the rest of the broadcast TV declined for the in 2011-2012 to 8% in 2013. the third-largest TV channel in TV portfolio in 2013. DR2 was third consecutive year. Danes While summer 2013 offered the country in 2012 to being the relaunched as a public news and spent precisely 3 hours a day in masses of sunshine hours, fifth-largest in 2013. The decline information channel which has front of the TV, 15 minutes less summer 2012 was both rainy is attributed mainly to problems among else resulted in a new than in 2012. and filled with Olympic Games in the fiction-heavy afternoon flow. current events-driven daytime This is the steepest drop coverage. DR1 also broadcast TV 2 Film also posted an flow. This manoeuvre improved ever since measurement of the viewer magnets Matador audience share loss of 0.2 per- audience share for DR2 from viewership began. However, and Forbrydelsen, which probably centage points, but the main 4.2% in 2012 to 4.6% in 2013, the 8% decline from 2012 to helped boost TV viewing in 2012. cause here is declining household which obscures its notable 2013 should be considered in distribution. TV 2 Zulu held on by success in the daytime hours and light of the drastic increase TV 2: MAin cHAnneL the skin of its teeth thanks to the minor setback in prime time. in TV viewing during the period sTiLL BLeeDing new shows like Tomgang and SJIT At the beginning of the year, of 2007-2010. Danes thus still TV 2 and Danish TV viewers Happens and lost only 0.1 percen- DR HD was sacrificed in favour watch a great deal of TV and celebrated their silver anniversary tage points in audience share. of DR3. With an audience share 2013 is still high on the list in 2013. With an audience share While there were setbacks of 1.7%, DR3 is on par with of peak years for TV viewing. of 23.3%, TV 2 is still the biggest for most members of the TV 2 DR HD, which benefited from The decline in TV viewing TV channel in the country, but the family, TV 2 News can celebrate several attractive simultaneous occurred across genders, ages result is the weakest in its history 2013 as its best year ever with broadcasts with DR1. Among and lifestyles, but is most pro- and the lead over DR1 has never an audience share of 3.7%. The DR3's primary target group of nounced among men and younger been slimmer. new Danish outdoor recreation viewers aged 15-39, however, viewers. Among viewers aged The decline from 2012 to channel, TV 2 Fri, is also showing the channel is doing very well. 21-40, for example, the decline 2013 amounted to 0.7 audience good progress with an audience In addition to its own portfolio was 12% from 2012 to 2013, share points and was attributed share of 1.1% since the premiere of programmes on arts and but 7% for the 41-60 age group to fiercer competition, waning in May. culture, history and serious and only 2% among the oldest viewer loyalty to legacy philosophical questions, DR K segment of the population. programming and difficulties DR: ReLAuncHeD adopted several programmes One significant cause of the launching new shows with wide TV poRTfoLio from other DR channels in decline in TV consumption is audience appeal. DR1 grew for the second 2013. Audience share rose from that Danes have enthusiastically For example, both Årgang 0 consecutive year and posted 1.4% in 2012 to 1.8% in 2013, embraced the new streaming and Liebhaverne lost hundreds an audience share of 20.3% which makes DR K the Danish services. Just how much of of thousands of viewers from for 2013. The improvement TV channel with the highest the decline in TV viewing can be 2012 to 2013, while new shows should again be attributed to relative growth for the second attributed to streaming services like Drengerøv og datter, the expansion of prime time in consecutive year. cannot be directly measured, De hemmelige trin and Jagten connection with the rescheduling DR now also controls two but among Danes who report på det grønne guld, after being of TV Avisen in autumn 2012. children's channels: DR Ramasjang that they stream at least once a broadcast only a few times DR1 has also strengthened its for children aged 3-6 and DR week, time spent viewing TV de- to modest ratings, have been offering to Danish viewers in Ultra for ages 7-12. The change clined by about 25% in 2013 relative moved out of prime time or the 18:00 slot with shows like from one children's channel to to 2012. Danish consumption of banished to another channel. Antikduellen and Price inviterer, two with different target groups streaming services will be discussed However, it is not only the which has had a positive impact has increased the share of in greater depth on page 30. main channel that is losing on the entire early evening flow.