Media Development 2014
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DR Media Research Media Development 2014 The DR Media Research Department's annual report on the use of electronic media in Denmark Media Development 2014 page 2 ISBN 978-87-995081-3-6 Media Development 2014 page 3 Preface · page 4 The new media reality is now commonplace Chapter 1 · page 6 Big names become bigger Chapter 2 · page 12 Do Danes want digital radio? Chapter 3 · page 18 Internet continuing to gain ground Chapter 4 · page 24 Tweens prefer tablets to TV Chapter 5 · page 30 Changes to Danish TV viewing habits Chapter 6 · page 34 How many are cable-cutting and cable-shaving? Chapter 7 · page 40 Meet four types of TV viewer Chapter 8 · page 46 What can standard TV and on-demand services offer? Chapter 9 · page 50 How much change can we expect? Chapter 10 · page 56 Social TV still for the minority Chapter 11 · page 60 Older people have time, money and inclination Chapter 12 · page 64 How Danes channel surf Chapter 13 · page 68 When young people love media brands Media Development 2014 Preface page 4 The new media reality is now commonplace In 2013, streaming went mainstream in Denmark. In 2014, Danes became more inclined to take control over what they see on screen, so streaming now accounts for 17% of our TV viewing time. By Dennis Christensen DR Media Research Media Development 2014 Preface page 5 Last year, DR Media Research the very elderly, who stay in estimated that streaming touch with family and friends on accounted for 12% of all TV Facebook. More or less everyone consumption in Denmark. This in Denmark encounters the new estimate emerged through media reality every day – a reality a variety of sources as the which is precisely that: Reality. Danish market does not have No longer some futuristic vision, a measurement that covers all but part of our everyday lives. of the TV and TV-like content We hope Media Development available to Danes. We revisited 2014 will help readers to these sources this year and understand the development reckon that streaming now trends currently characterising accounts for 17% of total viewing the media market. in Denmark. The amount of time Danes spend on these new I hope you enjoy Media kinds of viewing has increased Development 2014. by 38%, while traditional TV consumption is down by 4%. Dennis Christensen All in all, this means that Danes DR Media Research spent about the same amount of time watching TV and TV-like content in 2014 that they did in 2013, but some of their viewing has ‘shifted’. Status articles on TV, radio and the Internet reveal that the new media reality is affecting all of the traditional media types. In particular, people who stream content are spending less time viewing traditional TV, people are listening more to digital radio and the Internet is becoming more and more mobile. Social media have also gradually begun to affect our media consumption. That said, not only our use of media is changing. Media users are also becoming more and more digital. And this is true of all age groups; from the very youngest children, who are swiping away at their parents' tablets, to Media Development 2014 Chapter 1 page 6 HOW MUCH TIME DO DANES SPEND WATCHING TV EVERY DAY ON AVERAGE? Target group: 3+ Source: TNS Gallup TV Meter 3h 0 min 2013 2h 53 min 2014 Media Development 2014 Chapter 1 page 7 TV Big names become bigger Danes still watch a lot of TV. 2 hours and 53 minutes was the amount of time they spent in front of the TV every day in 2014, which is on a par with 2008. The four major groups of channels overall grew in 2014 in terms of both audience shares and number of channels. At the same time, the battle for attractive sports broadcast rights intensified and new stakeholders are waiting in the wings. By Henrik Gregor Knudsen and Katrine Green DR Media Research Media Development 2014 Chapter 1 page 8 SMALLER DROP IN TV VIEWING shares since 2006, the main TV ing the figures for all of 2013 share points. This is due to In 2014, Danes spent 2 hours 2 channel managed to buck the compared with 2014, but loses weakening in the afternoon flow and 53 minutes a day viewing trend in 2014. With an audience 0.2 audience share points if we and a weaker prime-time. traditional broadcast TV. This share of 23.5%, TV 2 improved compare the period after the However, 3 June was a very is a decline of 4% compared its annual result by 0.2 audience launch in May 2013 with the same special day for DR2 as that was with 2013, although this is less share points. This was partly period in 2014. TV 2 Fri has also when the channel experienced its of a drop than the 8% we saw due to the European Handball announced that its programming best day ever with an audience between 2012 and 2013. With Championships, where Denmark will be altered, so in future the share of 12% due to the mara- this, the sharp increase in TV played in the final. At the same channel will offer fewer pro- thon coverage of that fateful consumption between 2007 and time, the channel managed to grammes about the great out- day for Lars Løkke Rasmussen. 2010 is more or less over, and launch stronger prime-time doors, fishing and Arctic foxes. DR3 is experiencing growth in 2014 we watched about the programmes, including Bade- of 0.3 audience share points in same amount of TV as in 2008. hotellet, Kurs mod fjerne kyster DR: BEST YEAR SINCE 2004 2014 on account of extension of Streaming made a popular and Størst. With an audience share of its transmission hours and lots breakthrough in 2013 and is con- So although the trend was 33.7%, 2014 was the strongest of sport in the form of the tinuing to nibble at traditional reversed in 2014, TV 2 continues year for DR since 2004. At the Winter Olympics, athletics and TV viewing in 2014. It is still not to face challenges. Programmes same time, DR is continuing to the X Games, among other possible to gauge directly how such as Hvem vil være millionær? catch up to the TV 2 family, so things. DR3 audience share much of the decline in TV viewing and Vild med dans, reliable viewer the two groups of channels points have increased by twice is due to streaming services. Of magnets to date, both experi- are now separated by just 1.2 that amount among the those who say that they stream enced one of their weakest ever audience share points. DR1 is channel's 15-39 target group. at least once a week, the amount seasons, and new programmes the main reason for this strong DR Ramasjang and DR Ultra of time spent has dropped by such as Flimmerland, Pengeråd- result, but most of the other are experiencing growth among approximately 10% in 2014 com- giverne and Skål Danmark have DR channels are also making both children and adults. Al- pared with 2013. not exactly emptied the streets. a contribution. though TV viewing among chil- The decline in TV viewing is TV 2 Zulu is also experiencing DR has grown for the third dren is declining, both channels greatest among younger people. growth. After more than 20 years year in succession and has actually managed to increase Among the 3-12 age group, TV on the main channel, Beverly Hills increased its results for 2013 viewing time among children. consumption has declined by 90210 moved to TV 2 Zulu by 2.1 audience share points 11% between 2013 and 2014, for in 2014. This has given the to 22.4%. Audience share is MTG TV: MAIN CHANNEL example. Tablets have become channel a boost in the daytime increasing in the daytime flow in UNDER PRESSURE more common among families flow and on Sundays, where particular, thanks to crime series With an unchanged audience with children, presenting a chal- the episodes have been shown such as Midsomer Murders and share of 10.9%, MTG TV is still lenge to traditional broadcast back-to-back – to the delight Agatha Christie’s Poirot. In ad- the third biggest player on the TV because services such as of viewers who enjoy binge- dition, the channel is enjoying Danish TV market – with even an YouTube have suddenly become watching. TV 2 Zulu now has an continued success in prime-time enhanced competitive edge of a more direct competitor to audience share of 2.5%. and a string of major events: 1.3 audience share points over traditional children's channels. The other TV 2 channels are The Winter Olympics in Sochi, SBS Discovery compared with Children's tablet use will be all experiencing a decline. TV 2 The World Cup in Brazil and the the previous year. addressed on page 24. Charlie is losing viewers in the Eurovision Song Contest in The main TV3 channel has seen daytime flow, while TV 2 News – Denmark, with 2.4 million viewers. a decline of 0.3 audience share TV 2: THE MAIN CHANNEL after a record 2013 – saw a small DR K has made a tiny bit of points reflecting a weakened BUCKS THE TREND decline in 2014 TV 2 Fri seems to progress, while DR2 has experi- prime-time. Paradise Hotel, for After having lost audience be making progress, consider- enced a decline of 0.3 audience example, experienced its weakest Media Development 2014 Chapter 1 page 9 THE TOP TEN TV PROGRAMMES OF THE YEAR This list shows average figures for series broadcast for the first time, with a minimum of three episodes of 15 minutes duration.