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. Sports programming is not included. Period: 2014 Target group: 3+ Source: TNS Gallup TV Meter

Arvingerne, DR1 1,709,000

X Factor, DR1 1,551,000

Badehotellet, TV 2 1,514,000

1864, DR1 1,341,000

Vild med dans, TV 2 1,057,000

Tidsrejsen, DR1 1,020,000

Gift ved første blik, DR1 967,000

Årgang 0, TV 2 931,000

Den store bagedyst, DR1 891,000

Dicte, TV 2 836,000 Media Development 2014 Chapter 1 page 10

season to date, and the Master- share points, while 7'eren was attractive TV product, and the by many Danes when they select Chef cooking competition is also shut down after barely two years battle for the best rights keeps channel packages. But what taking its toll on viewing figures. on the market. Investigation on growing. This is because would happen if, for example, Sister channels TV3+ and TV3 Discovery has taken over the sport is mainly viewed live, Netflix controlled Champions Puls are both experiencing minor free slot and appears to be a which is a strong suit as regards League rights or if an Xbox were growth. On TV3+, sport in the stronger contender in the battle on-demand services. needed to view Formula 1? We form of Champions League, for viewers' attention, with an DR and TV 2 have tradition- will be looking at this future per- Superligaen and Formula 1 audience share of 1.3% com- ally dominated major sport- spective in greater detail in the in particular is keeping view- pared with 7'eren's 0.2%. TLC, ing events. As demand grows, article on page 50. ing figures up, while TV3 Puls Discovery Channel and Animal however, other commercial programmes such as NCIS and Planet are experiencing only stakeholders have arrived on the Depotjægerne are reinforcing minor fluctuations. scene. The commercial channels the flow and helping the channel SBS Discovery has increased reach fewer households than to scrape by in 2014. its stake in the Eurosport chan- the main channels DR1 and TV 2, Sports channels TV3 Sport 1 nels to 51% in 2014, and on 1 which is why fewer people have and TV3 Sport 2 are generally January 2015 Canal 8 Sport and the opportunity to follow the maintaining the status quo. The Canal 9 also became part of this national team's road to the Eu- top attractions can be found on group of channels. The Euro- ropean Championships and World TV3 Sport 1 in particular, where sport channels have an audience Cup, for example. In Norway and the European Men's Handball share of 0.8%, while Canal 8 Sweden, public service providers Championships and Superliga Sport and Canal 9 are creeping NRK and SVT have lost the rights matches attract lots of viewers up to 1.0%, the vast majority of to the Olympics for the first time to the channel. which is accounted for by Canal to TV 2 Norge and MTG TV re- 9. With the increase in ownership spectively. This also has political SBS DISCOVERY: FOOTBALL of Eurosport, purchased by the ramifications here in Denmark, ALONE IS NOT ENOUGH C More Entertainment channels where the sports list giving DR More or less all the SBS Dis- and the rights to national team and TV 2 right of first refusal covery channels are experiencing matches, SBS Discovery is now on selected sporting events has a decline or remaining steady sitting on a considerable number been reintroduced. when it comes to audience of sports rights. There is nothing to indicate shares. Kanal 4 has lost 0.2 audi- that the battle for sports rights ence share points, and Kanal 5 TOUGH BATTLE FOR is heading for a temporary has suffered the same fate. The SPORTS RIGHTS ceasefire. TV 2 Sport went on air newly acquired rights to national The World Cup in Brazil had on 9 January, MTG TV broadcasts team matches have guaranteed the highest viewing figures ever sport on 3 out of 5 channels, and rating records for Kanal 5, but it seen for a football final on Danish SBS Discovery has – as men- is not enough to compensate for TV. The European Men's Handball tioned previously – made major declining viewer interest in for- Championships are one of the investments in both rights and eign fiction, a lukewarm response main reasons why TV 2 man- channels. DR is also investing to the return of Popstars and a aged to buck the viewer trend in in sport – including Champions halving of the viewing figures for 2014. And the national football League handball on DR1 and the Big Brother compared with its team guaranteed Kanal 5 record X Games on DR3. At the same 2011 relaunch. viewing figures time and time time, sports rights are at the 6'eren is also losing audience again. Sport has always been an very heart of the choices made Media Development 2014 Chapter 1 page 11

AUDIENCE SHARES BY CHANNEL GROUP SBS Discovery is defined here as including Kanal 4, Kanal 5, 6'eren, TLC, Animal Planet and all Discovery and Eurosport channels. A number of these channels were not part of SBS Discovery in 2013, but they are specified here as part of this. Target group: 3+ Source: TNS Gallup TV Meter

12.7% 10.9% Other Other

34.8% 34.9% TV 2 TV 2

9.6% SBS Discovery 10.4% SBS Discovery

2013 2014 10.9% MTG TV 10.9% MTG TV

31.2% 33.7% DR DR Media Development 2014 Chapter 2 page 12

DEVELOPMENT IN DIGITAL DR RADIO LISTENING Only listening to DR channels is measured, according to platform. Target group: 12+ Source: TNS Gallup Radio-Meter

DAB Internet

21% 2014 17% 14% 2013 2012 Media Development 2014 Chapter 2 page 13

radio

Do Danes want digital radio? Danish digital radio listening has been under the microscope in 2014. If half of the radio listened to in Denmark is digital by 2018, a decision has been made to close down the FM band. In 2014, Danes are listening to more and more digital radio, but the year-on-year growth is moderate.

By Dennis Christensen DR Media Research Media Development 2014 Chapter 2 page 14

DANES SLOWLY ACCEPTING counts for the remaining 35%. mit on DAB+ at some point in DIGITAL RADIO OPTIONS Of course, this is because DAB 2015, especially P4, which is also Following the successful radios work like normal radios about to be introduced on DAB+ digitisation of TV media in 2009, and so are often "just left on in 2015. As P4 is undisputedly the radio media have long been next in the background", while online biggest channel in Denmark, with in line to ride the digital wave. listening is characterised by 37% of total listening share, this Although the DAB standard has shorter listening sessions. is fairly essential to the chances been available for many years of achieving 50% digital listening and the options for listening to MORE THAN ONE-FIFTH share. Average digital listening online radio are not all that new OF LISTENING IS NOW DIGITAL share for the other major DR either, Danes have only slowly So the situation in 2014 is that channels, which also transmit on accepted digital radio options. 21% of Danish DR radio listening the FM band, stand at 32%, while Policymakers have decided is digital. Only listening to DR this share for P4 stands at just that the willingness of Danes channels is measured according 5%. If we were to project devel- to embrace digital radio will be to platform, so when we say that opments from 2014 and assume the crucial factor in deciding 21% of listening is digital, it must that P4 would be listened to digi- whether to close down the FM be assumed that commercial tally to the same extent as the band. So the requirement is as listening is allocated as DR other FM channels broadcast by follows: "If it can be established listening. It is difficult to say DR, digital listening share in 2015 by mid-2018 that at least 50% whether this is a reasonable would amount to 35%, as long of radio listening, including in assumption. As all DR channels as P4 maintained its size. If we cars, is taking place on a digital but only a few commercial chan- were to use the current growth platform", the FM band will be nels are available on DAB, there rate for our projection, a digital closed down at the end of 2019, is a clear chance of commercial listening level of 44% would be as stated by the Danish Agency listening being "less digital" than reached by 2018. However, when for Culture's schedule for DR listening. This is particularly P4 starts to broadcast on DAB, digital radio. true in the light of the significance digital growth will probably in- Although the spread of digital of DAB to digital listening. crease to more than 3 percent- radio among listeners is taking Listeners to commercial radio, age points annually, but whether place slowly, radio listening via on the other hand, are younger, this would bring digital listening digital platforms in Denmark is which may drag things in the up to 50% in 2018 is unclear. on the increase. Although almost opposite direction. all Danish households now have Digital listening has grown DANES LISTENING TO access to digital radio via the by a factor of approximately 3 LESS RADIO Internet, the spread of smart- percentage points per year, and If we disregard digital devel- phones has skyrocketed in record a figure of 33% will be reached opment, radio is continuing to time and the spread of DAB by 2018 if growth continues at exhibit the same tendencies that radio has stagnated over the this pace. It goes without saying we have been seeing for many last few years, DAB radio still that there are a number of years: the medium is used by represents the most significant unknown factors in this regard, dwindling numbers of Danes every proportion of Danish digital radio such as the request for tender week, and their listening time is listening. DAB listening accounts set to take place in 2015. A num- declining. 93% of Danes used the for 65% of all digital listening, ber of channels may be granted radio medium weekly in 2013, but while online digital radio ac- broadcasting licenses to trans- this figure fell to 92% in 2014. Media Development 2014 Chapter 2 page 15

THE TOP 10 RADIO CHANNELS Target group: 12+ Source: TNS Gallup Radio-Meter

2013 2014

P4 40.9% 37.0%

P3 21.0% 20.8%

P1 6.4% 6.7%

NOVA 3.8% 4.2%

P2 Klassisk 2.8% 3.0%

DR P7 Mix 2.7% 2.9%

Pop FM 2.3% 2.5%

Radio 24syv 1.8% 2.0%

P5 1.3% 1.9%

The Voice 1.5% 1.6% Media Development 2014 Chapter 2 page 16

The average Dane listened to high stability. There have been All in all, these changes in the radio for 117 minutes a day in practically no changes in the top market are as follows: DR lost 2013, and 116 minutes in 2014. 10 places. three audience share points In other words, slightly fewer However, it is clear that the and fell from 76% to 73%, which Danes are using the medium, and decline in audience shares ex- means that public service overall daily listening is declining. This is perienced by P4 from mid-2013 (DR and Radio24syv) accounts precisely the trend exhibited up has continued throughout 2014. for 75% of listening in Denmark to now. At the same time, it is also clear compared with 78% in 2013. However, this decline reflects that no one channel has directly Commercial radio’s listening individual age-related differ- taken over P4's audience shares, share rose from 22% to 25%. ences. Teenagers have actually and this is due to the fact that There were some interesting increased their listening time P4's loss of listeners is attrib- announcements and develop- from 55 minutes to 59 minutes, utable primarily to a reduction ments throughout the year as while all age groups from 20 up- in listening to the channel. If we regards the digital development wards have reduced the amount look at the people who listened of the medium, but not much has of time they spend listening to to P4 in 2013, we can see that changed in terms of the inter- the radio. So what are teenagers only the one-quarter of those relationships between the actually listening to? Commercial who listened most to P4 reduced channels and the general devel- radio, first and foremost. Teen- their listening in 2014, while the opment of the medium. agers listened to 22 minutes of remaining 75% increased their commercial radio per day in 2013, listening. But because P4's core and this figure has increased to listeners listen to the channel 28 minutes in 2014; represent- for a very long time and their ing a growth of 26%. The MyRock listening has been reduced, this channel in particular, which has has resulted in an overall loss for grown from almost nothing in the channel. 2013 to 1 minute per teenager 2014 has also been a good per day in 2014, but Pop FM and year for P1 and Nova FM and Nova have also enjoyed success these channels have increased among teenagers. However, most their figures slightly through- growth can be seen in local lis- out the year, while the old Talpa tening. While teenagers spent 12 Radio, Radio Soft and Radio 100 minutes a day listening to local have lost between one-quarter commercial channels in 2013, the and one-third of their market equivalent figure for 2014 was size and are now out of the top 16 minutes. So the notion that 10. SBS Discovery, owner of Nova, our youngest people are turning does of course also have reason their backs on the medium is in to be pleased with the past year, any case a tad inaccurate. as this was when the channel regained the right to broadcast STABILITY IN THE MARKET on the FM5 channel and thereby Finally, if we look at 2014 for ensured peace on the distribu- the channels, the radio market tion side of things for many is still demonstrating relatively years to come. Media Development 2014 Chapter 2 page 17

HOW MUCH TIME DO DANES SPEND LISTENING TO THE RADIO EVERY DAY, ON AVERAGE? Target group: 12+ Source: TNS Gallup Radio-Meter

2008 2009 2010 2011 2012 2013 2014 2 h 11 min 2 h 07 min 2 h 03 min 2 h 01 min 1 h 59 min 1 h 57 min 1 h 56 min Media Development 2014 Chapter 3 page 18

HOW MANY DANES USE THE INTERNET AT LEAST DAILY OR ALMOST DAILY? Period: 2014 Target group: 12+ Source: TNS Gallup Index Denmark

51% 35% On a smartphone On a tablet

65% On a computer Media Development 2014 Chapter 3 page 19

web

Internet continuing to gain ground The Internet is continuing to steal time from the traditional media, and one in every two Danes now accesses the Internet from their mobile every single day. Streaming is gaining ground because of Netflix, and Danes are now signing up to Snapchat and Instagram in earnest.

By Rasmus Thaarup and Uffe Høy Svenningsen DR Media Research Media Development 2014 Chapter 3 page 20

DANES SPENDING MORE TIME technical development of smart own websites are still important ON THE INTERNET TVs is so powerful that many of portals providing access to It is difficult to work out the these "smart" TVs are probably content and news. However, the amount of time spent on the already out of date in comparison media can reach target groups Internet because there is no with later models. Moreover, on social media which would electronic market survey of total Danes still have to "learn" how to otherwise not have come into Internet use. If you ask the Danes use the options offered by these contact with the content. themselves, they spent about TVs, and so the potential has yet 2 hours a day on the Internet in to be realised. Therefore, Danes DANISH KRONER AND 2014. This is a minor increase of use the Internet on their TVs AMERICAN DOLLARS 4 minutes over 2013. The Inter- for less than 5 minutes a day. If The Internet set new records net fills up a lot of time among this figure increases appreciably in terms of advertising sales in young people aged between 15 in the future as Danes replace 2013, with total sales amounting and 29 in particular, more than their TVs, this will without doubt to almost DKK 5 billion and a 3½ hours a day. In terms of time provide greater opportunities total share of the Danish adver- spent, this means the Internet for streaming services to steal tising market amounting to 39%. is bigger than both radio and TV time consumption from tradi- This makes the Internet the among this age group. tional TV channels. biggest media group in Denmark Tablets and smartphones and the group which clearly have become more widespread, MAJOR SURVEY CHALLENGES experienced the greatest as in so many other years, which It is difficult to say anything growth at the same time, while means that tablets are now specific about development on advertising sales on TV – for found in more than half of all the Danish Internet market as example – fell throughout the households in Denmark, while significant changes have taken same period. All in all, the ad- three out of four Danes own a place in the Danish Internet vertising market has remained smartphone. Smartphones mean market survey, making it very dif- relatively stable over the past you always have the Internet at ficult to compare the spread of 4-5 years, which means that your fingertips, and no fewer ISPs in 2014 with previous years. the Internet has taken a lot of than one in two Danes uses the However, it is clear that mobile advertising funding from other Internet from their phone every traffic has really taken off as media platforms throughout day. By way of comparison, this regards Danish publications. the period. Advertising market figure stood at 18% just three Ekstrabladet.dk, for example, has figures for the first six months years ago. approximately the same amount of 2014 indicate that the Inter- Now that our old landline of traffic from smartphones as net is continuing to advance in telephones and printed media from ordinary computers. terms of advertising sales. have turned into online media Over the last few years, it has The American services Face- in the guise of smartphones, also become more common for book and Google are firmly tablets and computers, all we are articles shared on Facebook to entrenched in Danish Internet missing is the TV set. And in this significantly affect traffic on use, and there is no doubt that a regard we are waiting for smart individual websites, and mobile large proportion of advertising TVs to take hold in earnest. At traffic in particular is very im- funding is paid to these com- present, about one in three portant in this regard. Although panies. Among other things, the Danes has access to a smart TV social media have become impor- Association of Danish Media in their household. However, the tant traffic drivers, the media's estimated that Google's adver- Media Development 2014 Chapter 3 page 21

MONTHLY USERS ON SELECTED WEBSITES These figures are based on two different surveys carried out by Gemius and the Association of Danish Media Research as part of their Danish Internet market survey. Members' figures have greater validity than the figures of providers which are not members of the Association of Danish Media Research. These figures relate to the use of websites on ordinary computers. Period: January-September 2014 Target group: 15+ Source: Gemius and the Association of Danish Media Research

google.dk 3,726,000

facebook.com 3,097,000

youtube.com 2,292,000

dr.dk 1,559,000

wikipedia.org 1,554,000

ekstrabladet.dk 1,444,000

tv2.dk 1,281,000

bt.dk 1,253,000

politiken.dk 1,193,000

dmi.dk 1,000,000

msn.dk 806,000

jp.dk 751,000

berlingske.dk 680,000

yahoo.com 650,000

imdb.com 530,000

netflix.com 497,000

twitter.com 478,000 denstoredanske.dk 477,000

mx.dk 475,000

epn.dk 450,000 Media Development 2014 Chapter 3 page 22

tising sales in Denmark amounted service involves a lot of catch-up adult population is using Face- aged 20-29 use Snapchat every to more than DKK 2 billion in 2013, use. This means that Netflix is book to an increasing extent. day. Like Snapchat, Instagram while Facebook's sales were esti- way out in front when it comes However, this success is not is mainly used by people aged mated to amount to almost DKK to streaming service use among unambiguous, and we are seeing 12-29, but it has a significantly 400 million. The Internet makes Danes. Besides Netflix, YouTube a slight decrease in the daily larger number of users aged it possible to get close to users is the other major player when it use of Facebook among Danes over 30 than Snapchat. by means of cross-platform comes to streaming live images in under the age of 30. However, it login, and this is something which Denmark, and Danes spend about is worth remembering that the characterises major global in- 6 minutes a day on this site. people in the 12-29 age group ternet brands such as Facebook, Unlike Netflix, however, YouTube are not about to leave Facebook, Google, Netflix and Spotify. This has seen no growth in the overall but are simply accessing Face- gives providers more oppor- time spent by Danes on the site book less frequently than they tunities to capitalise on users, since 2013. HBO Nordic, another used to. particularly when it comes to service originating in America, is While the Danes have taken being able to reach users with used by Danes to a small extent. Facebook to their hearts in targeted content and advertis- Young people spend more than earnest, Twitter has never ing across platforms. twice as much time on streaming achieved broad popular appeal. as the population as a whole. 4% of Danes use Twitter every NETFLIX AND YOUTUBE FIRMLY Among the 15-29 age group, day, which is the same as the BASED ON STREAMING Netflix takes up 37 minutes a day; 2013 level. The slight decrease Netflix has gained a solid representing a massive increase in Facebook use among the foothold among the Danes, and of 23 minutes over 2013. Young younger population is due in part approximately one in every four people spend a lot more time to the fact that they are now Danes has access to the service. on the Viaplay, YouTube and DR spending their time on other This is an impressive figure, given streaming services than the competing social media such the brief history of the service older target groups. All in all, as Snapchat and Instagram; in Denmark. In 2014, Danes spent young people spend an hour a two social networking services 15 minutes a day on Netflix, which day on the most popular stream- with a more precise purpose, is a major increase over 2013 (9 ing services in Denmark. By way i.e. to share images and videos. minutes). By way of comparison, of comparison, the population as Snapchat and Instagram have Danes spend around 2 minutes a a whole aged between 15 and 75 grown enormously over the past day on Viaplay and DR's stream- spends about half an hour a day year and now have 890,000 and ing service, which are otherwise on streaming services. 770,000 monthly users respec- two of the most widely used tively, representing an increase streaming services in Denmark. FACEBOOK STILL NUMBER 1 of 77% and 55% respectively. The latter has roughly about the Facebook remains the These two social networks are same number of users as Netflix, preferred social media among thus significantly larger than which indicates differences in Danes, with 3.5 million monthly Twitter, which can only muster user behaviour among the various users. Moreover, the network is 570,000 monthly users. Snapchat services. One of the strengths continuing to grow in Denmark. more or less only exists among of Netflix is the fact that users 59% of Danes use Facebook Danes under 30 years of age, but sit and watch many episodes of every day, compared with 55% in it is a big name in these circles. series back-to-back – known as 2013. This success is mainly due Half of all people aged 12-19 and binge-watching – while DR's TV to the fact that the over 30s more than a quarter of all people Media Development 2014 Chapter 3 page 23

NUMBER OF MINUTES SPENT PER DAY HOW MANY DANES ON SELECTED STREAMING SERVICES USE SOCIAL MEDIA? Period: 2014 Period: 2014 Target group: 15-75 Target group: 12+ Source: TNS Gallup Digital Life Source: TNS Gallup Social Media Life

Monthly Daily

Netflix Facebook 15 min 73% 59% YouTube 6 min Snapchat 18% Viaplay 11% 2 min Instagram DR TV on dr.dk 16% 2 min 9% TV 2 Play Twitter 1 min 12% HBO Nordic 4% 0 min Pinterest NUTV 5% 0 min 1%

Reddit 3% 1% Media Development 2014 Chapter 4 page 24

WHAT WOULD YOU MISS MOST? Period: 2014 Target group: 7-12 Source: Norstat for DR Media Research

35% 26% 17% 16% Tablet TV Computer Smartphone Media Development 2014 Chapter 4 page 25

Tweens prefer tablets to TV TV has traditionally been the most influential medium among children. But children do not organise their lives around programming schedules, and they are used to being able to access content wherever they like and whenever they like. The new media reality is commonplace among families with children.

By Lene Heiselberg and Tina Skov Gretlund DR Media Research Media Development 2014 Chapter 4 page 26

THE NEW MEDIA REALITY AMONG have become popular. There are We're aware that there has to FAMILIES WITH CHILDREN a number of reasons as to why be a balance between physical The amount of time spent tablets in particular have won play and real relationships, and every day by the 3-12 age the hearts of young children digital play. group on watching traditional and their parents. For children, Mother of a 6-year-old boy broadcast TV has fallen by 11% tablets are easy and intuitive between 2013 and 2014. This is to use, and children as young When children become greater than the 4% drop among as 1 year old can use a tablet. tweens, even more devices come the population as a whole. The Parents prefer to sit their chil- into play. Smartphones and oldest children in particular are dren down with a tablet rather laptops in particular are gaining watching less TV than before. than in front of a TV, because ground among the oldest tweens. This severe decline is due largely they feel that tablets help with Girls prefer smartphones, while to the options offered by tablets learning to a greater extent boys incline towards laptops. and smartphones. Up to 90% of than TV. A number of parents say children in Denmark have access that their children have learned TV LOSING INFLUENCE to a tablet at home, and more to write letters and numbers by Screen time is the time than 90% have access to a smart- playing with the family tablet, as which 3 to 12-year-olds spend phone. Many of these children well as acquiring general IT skills. on various devices in total. In also have their own devices. 30% other words, screen time does of preschoolers aged 3-6 have Our children's activities and not refer merely to entertain- their own tablets, which makes interests changed when we got ment, but also to time spent tablets the most commonly an iPad. The iPad is really good on homework, for example, on owned device among children for my daughter, she's so good digital devices. Children aged aged 3-6. However, things are at it. She's taught herself the 3-6 have 1 hour and 45 minutes slightly different among the alphabet, for example. of screen time every day. They tweens, the 7 to 12 age group. Father of a 3-year-old girl spend most of this time on TV, They have a major desire to own which represents 53% of total devices themselves, and this is Moreover, parents are less screen time, followed by tablets, why 56% of children aged 7-12 worried about giving their chil- representing 27%. Children aged have their own smartphones, dren a tablet than giving them 7-12 have more than 3 hours of 53% have their own tablets, their own laptop, for example, screen time every day, and the and 50% have their own TVs. because children can have fewer older they get, the more screen It is typical for children aged accidents with a tablet than with time they tend to have. Children 8-10 to be given smartphones their parents' computer, where aged 10-12 have more than 3½ of their own. Girls generally important documents are stored hours of screen time every day. receive smartphones before which must not be destroyed. In all, tweens spend more time on boys. By the time they reach the Parents do not have many set smartphones, tablets and com- age of 10-12, 77% of children rules on the extent to which puters than they spend on TV. have their own smartphones. children are allowed to use their Although tablets are highly tablets, but equally parents feel valued among the youngest TABLETS HAVE WON THE HEARTS that children must also incorpo- children and their parents, TV is OF CHILDREN AND PARENTS rate physical activity into their still the device which takes up Preschoolers spend the most daily lives. most of their screen time. This is time watching TV, but tablets in terms of both daily coverage Media Development 2014 Chapter 4 page 27

DISTRIBUTION OF CHILDREN'S SCREEN TIME Children aged 3-6 have 1 hour and 45 minutes of screen time every day, while children aged 7-12 have 3 hours and 5 minutes of screen time every day. Period: 2014 Source: Norstat for DR Media Research

4% 3% Radio Radio 4% 5% Game console Game console

53% 41% TV TV

27% 22% Tablet Tablet

3-6 7-12

7% 16% Computer Computer

5% 13% Smartphone Smartphone Media Development 2014 Chapter 4 page 28

and daily time consumption. TV and Katy Perry. YouTube stars it is clearly apparent that new loses influence as children become such as PewDePie and Cute Girls devices are being used by both older. This is largely apparent Hairstyles are also a very popular the youngest and the oldest. It when children are asked which category among children search- is difficult to predict the future, device they would miss most if it ing for content. Skills, sports and but we would dare to predict were taken away from them. Only interests also take up a lot of that the major changes in media 26% of tweens say they would time when you ask children aged usage among Danish families miss their TVs most, while 35% 7-12 about their favourite things with children will herald signifi- say they would miss their tablets on YouTube. Parkour, football cant changes in the media usage most. Girls aged 10-12 would and Funloom videos are good of everyone else in Denmark. The miss their smartphones most, examples. The fourth and final vast majority of children have while boys aged 10-12 would miss category is funny videos, e.g. Chili access to digital and mobile their computers most. Claus, funny animals and antics devices, and compared with the along the lines of Mr. Bean. other Nordic countries, Danish YOUTUBE RULES Tweens are fully in agreement families with children are at the There are a couple of brands on what their favourite apps are: forefront in terms of access to which have an enormous amount YouTube and Minecraft. However, it digital devices. So any concerns of influence when preschoolers is important to point out that the about large numbers of Danish become tweens. Of children aged app market is very fragmented. children falling by the wayside 3-6, 17% visit YouTube every day YouTube is mentioned by 14% of instead of joining in with the or almost every day, regardless children and Minecraft by 14%. digital wave due to the fact of device. For tweens, on the The third biggest is Instagram, that they do not have access other hand, YouTube has a com- with 8%. Then we have a range to expensive digital devices can pletely different role to play. of different apps such as Netflix, hereby be eliminated. For them, YouTube is more of a Hayday, Snapchat, Momio, Face- digital Swiss Army knife, offering book and Subway Surfers. Things anything, any time, anywhere. This are simpler among the youngest is why 38% of children aged 7-12 children as DR Ramasjang and use YouTube every day or almost Lego apps are the big players on every day, and no fewer than 73% the market. use YouTube every week. Boys in Social media are not parti- particular love YouTube, but girls cularly widespread among chil- are also frequent users. dren; however, the oldest girls Preschoolers look on YouTube aged 10-12 have jumped on for content that they are familiar the bandwagon as the only with from TV. This includes content exception. They use Instagram broadcast on DR Ramasjang, the and Snapchat in particular on Disney channels, Nickelodeon and their smartphones. Cartoon Network, for example. They also search for viral hits FAMILIES WITH CHILDREN such as What Does the Fox Say, HERALDING SIGNIFICANT Gangnam Style and The Gummy CHANGES Bear Song. Tweens search firstly We are seeing major changes for music, such as Miley Cyrus in children's use of media, and Media Development 2014 Chapter 4 page 29

HOW OFTEN DO YOU USE YOUTUBE? WHAT WOULD YOU EVERY DAY OR ALMOST EVERY DAY? MISS THE MOST? Period: 2014 Period: 2014 Source: Norstat for DR Media Research Source: Norstat for DR Media Research

3-6 7-12 3-6 7-12

Tablet 17% 39% 38% 35%

TV 43% 26%

Computer 6% 17%

Smartphone 3% 16% Media Development 2014 Chapter 5 page 30 THEME Media Development 2014 Chapter 5 page 31

topic

Changes to Danish TV viewing habits Traditional TV viewing is declining – particularly among younger Danes. Viewer patterns are changing, and although traditional TV is in a very strong position, the decline in viewing is challenging broadcast TV's THEME almost monopoly-like status when it comes to live images.

By Dennis Christensen, Jacob Lyng Wieland and Uffe Høy Svenningsen DR Media Research Media Development 2014 Chapter 5 page 32

New media services have as our relationships with utility In the following articles, we will become part of the everyday companies, banks, etc.; some- provide various angles on Danish lives of the people of Denmark. thing we very rarely think about TV viewing habits in 2014 from Streaming services are the most and even more rarely change. a development perspective. The obvious competitor to tradi- There are major age dif- first article provides an over- tional broadcast TV, but all in all ferences when it comes to TV view of how many people have Danes have been given lots of consumption, and the habits of changed their TV subscriptions, new opportunities for recreation young people are significantly are considering changing their with the spread of the Inter- different to the habits of the TV subscriptions or are not con- net, smartphones, tablets and rest of the population. Young sidering changing anything at all. social media. At present, Danes people spend approximately 33% There then follows an article on spend approximately 17% of of their total TV consumption how on-demand viewing differs their overall TV consumption on streaming. This heralds new from traditional flow TV view- on streaming. TV consumption viewing patterns, although as yet ing, and finally we will take a brief is now a composite term, but in it is impossible to predict the look at the future and consider this context we are referring habits of young people when they the factors which influence the to the viewing of traditional TV get older, have families, etc. It is media market. channels, delayed TV viewing and important to deal with this topic. viewing of streaming services, Not just because this informa- be they provided by traditional tion is interesting here and now, broadcasters or other provid- but because it will probably help ers. Pirate viewing and DVD and to shape the media landscape Blu-ray viewing are also included and media users in the future. in the total figures. Compared What the rest of us are gradu- with 2013, streaming has seen an ally starting to take on board is increase of 5 percentage points. commonplace and self-evident Generally, overall TV consumption to young people, who are growing remains relatively stable. up with this media reality and Although the decline in viewing know nothing else. Although this time for traditional TV channels can hardly be said to herald the was not as sizable as last year, final days of television or broad- the continuing decline of the casters, it does indicate that we traditional channels, combined are standing on the threshold of with the ongoing success of the a new media paradigm. The old streaming services, has meant media logic and the new media a major change for a number of paradigm will coexist over the Danes. They have dealt with the coming years, they will challenge consequences of their changes and enrich one another, and it is in behaviour and either done highly likely that within a number away with traditional TV alto- of years we will be left with a gether or swapped to a smaller hybrid form which is reminiscent TV package. Traditionally, our of neither the old media logic nor relationships with TV providers what we now call the new media have been along the same lines paradigm. Media Development 2014 Chapter 5 page 33 Media Development 2014 Chapter 6 page 34

HOW MANY ARE CABLE-CUTTING AND CABLE-SHAVING? Period: 2014 Target group: 15-70 Source: Analyse Danmark for DR Media Research

2% Cable cutters 6% Cable shavers

11% Considering

7% 74% Potential Rest of the Danish population Media Development 2014 Chapter 6 page 35

topic

How many are cable-cutting and cable-shaving? Since Netflix and similar services were successfully introduced on the Danish market, there has been a lively debate: Who does it affect? As these are distribution services, people's gaze has been focused on the traditional distributors on the TV market, and the public have been introduced to terms such as cable shavers and cable cutters. We will attempt here to create a summary of the phenomena and their scope.

By Dennis Christensen, Jacob Lyng Wieland and Uffe Høy Svenningsen DR Media Research Media Development 2014 Chapter 6 page 36

MANY DANES HAVE Danes who watch TV on dedicated imagine, but nor do these levels TRIMMED DOWN THEIR streaming services such as Net- indicate that Danes are in the CHANNEL PACKAGES flix, HBO Nordic and Viaplay. process of changing their habits. Some Danes like sport, others Overall, 8% of Danes aged be- The fact that cable shaving and like American TV series, and tween 15 and 70 have dropped not cable cutting is the dominant others like German talk shows. their channel packages or cut trend is reflected by the fact Cable TV made it possible for us back on them over the last 18 that 4% of people have cancelled all to join forces, subscribe to months. Traditionally, not many their TV subscriptions over the various TV channels and pay for Danes have completely opted out past 18 months, while about the them collectively in various pack- of having a TV or subscribing to same number have taken out ages. This meant it was possible TV channels at home, and this new TV subscriptions. On the to make niche channels profit- has not changed over the last other hand, 7% of Danes claim to able as everyone, more or less couple of years. These people have changed their channel pack- voluntarily, was helping to ensure make up only a very small group – ages to smaller ones, while only 2% minimum distribution and hence and these are the people that we expanded their TV packages. DR to divide the subscription fees refer to as cable cutters – and Media Research has divided Danes across multiple stakeholders. who get rid of cable TV com- into the following four groups on Thus cable packages have a pletely. Significantly more people the basis of these questions and a collective element – besides choose to reduce the size of number of others. guaranteeing the bottom lines their TV packages. These people of both distributors and channel are referred to as cable shavers VERY FEW PULL owners, of course. However, not as they "shave back" their TV THE PLUG ENTIRELY everyone agreed – and agrees – packages. Moreover, there is also Only 2% of Danes have be- with the principle of co-financing a significant group of Danes who come cable cutters over the last their neighbours' special channels. are considering doing something 18 months by terminating their There is nothing new in Danes about their TV packages. TV subscriptions without setting paying for TV channels they do up new ones. The average age of not watch, nor is there anything VAST MAJORITY this group is around 30, and this new in considering whether they HAVE A TV PACKAGE is by far the lowest average age have the right package, given When considering Danes of all the groups. This behaviour the number of channels and overall, not having access to is almost as widespread among the amount of TV they generally regular TV channels at home is Danes in their 30s as it is among watch. That said, it seems as if still the exception. According to those in their 20s. In both age the winds of change are blowing a survey carried out by Analyse groups, around 5% of people through the TV channel market, Danmark for DR Media Research, have terminated their TV sub- and Danes are looking increas- 85% of Danes pay for a traditional scriptions, while more or less ingly critically at the number of TV subscription and a further no Danes over the age of 40 are TV channels they are paying for. 10% have no subscription but cable cutters. The 30-39 age Many Danes have cut back on receive free TV channels at group also has a different ap- their TV packages over the last home. This means that only about proach to the younger ones, as 18 months. They have done this 5% of Danes have opted out of most of them have channel in order to save money or get rid TV channels altogether. Hence packages, while many young of channels they do not use. This 2014 is not some exotic future people probably switched from group is largely dominated by situation, as some people might the TV packages they had when Media Development 2014 Chapter 6 page 37

they moved away from home, packages is more widespread. of people who – not surprisingly and so they have not had the Cable shavers are Danes who – choose not to watch classic opportunity to become cable have cut back on the number TV. Almost 70% of people in this cutters because they obviously of channels in their households. group state that they now watch did not have their own cable to This group is made up of 6% of less traditional TV than they cut. Among people aged 15-29, Danes, and the phenomenon is used to. Cable shavers also use only 65% paid for TV packages in most widespread among people streaming to a greater extent their households. aged 30-49. The average age than the rest of the population, The level for people aged of shavers is thus higher than with almost 7 out of 10 actively 30-39 may indicate that cable the average age of cutters. This using streaming services, while cutting is not just an age-related group is particularly made up the level for the population as a effect which "disappears" over of Danes who have completed whole stands at almost 60%. This time. We know from previous higher education and a majority also includes the use of YouTube. surveys that many Danes have are white-collar workers, but In this group, no fewer than 36% opted to get rid of their TVs at essentially this group is fairly also use Netflix, and DR's range some time but have then gone diverse with no strong charac- of TV programmes online and back to watching TV again later teristics. This emphasises the Viaplay are more widespread in in life because they have had a fact that age is the primary fac- this group than in the rest of family, for example. We may be tor which defines cable shaving. the population. At the same time, seeing signs here of families All in all, this means that 55% of people in this group, by with children turning their backs 8% of Danes have cancelled or their own admission, watch less on traditional TV to a greater cut back on their TV packages TV than they used to. extent in 2014. More information over the last 18 months. And if The primary reason as to why on the changes in media habits we look at the group of people Danes have cut back on their TV among families with children can aged 30-39, which includes many packages or stopped receiving be found elsewhere in Media families with children, the num- TV signals altogether is money. Development 2014. Where this ber of people who have actually 62% of Danes who have made a often used to involve getting rid reduced the selection of chan- switch therefore indicate money of the TV, cable cutting in this nels available in their own homes as the main reason for this respect relates to access to TV in 18 months amounts to 14%. switch, while 49% say that they channels. TVs in 2014 often have did not watch all of the channels. lots of options for viewing live STREAMING SERVICES VERY In third place come streaming images via apps or connected IMPORTANT FOR CUTTERS services with 37%, which has devices such as Apple TV, Chrome- AND SHAVERS probably increased people's cast or computer. Thus doing Cable cutters are heavy focus on the overall cost of away with TV channels is no users of streaming services, watching TV. Saving money and longer the same thing as doing with approximately 84% of cable overcoming the mismatch be- away with TV content. cutters using them. Netflix in tween the number of channels particular plays a major part. people are paying for and the DANES IN THEIR 30S HAVE CUT 27% of the population claim number of channels they actually BACK ON THEIR TV PACKAGES to use Netflix personally, but watch are the most significant While opting to do away with among cable cutters this figure reasons as to why people cut or TV channels altogether is rare stands at no less than 61%. At shave, but these phenomena nowadays, cutting back on TV the same time, this is a group are not new. Therefore, they Media Development 2014 Chapter 6 page 38

cannot be the sole reason for motives of the Danes who have less than one-fifth of the chan- the changes we can observe in already cut back, but the propor- nels they have available, and even TV distribution among the people tions are different. so they are still not consider- of Denmark. Number three on All in all, one in five Danes ing changing their TV packages. our list, streaming services, belongs to one of the three pre- This group is made up of older must play a significant role in vious groups which have either Danes than the three previous this regard. We will come back to changed or are considering segments, i.e. people who have this role. cutting back on their TV sub- taken to the new technology to scriptions. All in all, one in every a much lesser extent. Therefore, MANY DANES CONSIDERING three people in this group cites this is also a group of people who THEIR TV PACKAGES streaming services as a direct stream to a significantly lesser However, there is also a reason for downgrading their extent than the rest of the large group of Danes who are channel packages. Moreover, Danes, and this also indicates considering either cutting back it must also be assumed that that the use of streaming – or or completely doing away with streaming services are one of lack thereof – has a relatively their TV packages, but they have the underlying factors for others great effect on whether people not done this as yet. This group in the group, where two out of are considering their TV pack- is made up of another 11% of three people use streaming. At a ages. This leaves a large group of Danes, and there is a predomi- guess, these services have per- approximately 74% of Danes who nance of Danes aged between suaded up to 10% of Danes over have no intention of changing 30 and 49 in this group. In many the past 18 months to cut back anything and who watch a ways, this group is reminiscent or consider cutting back on their relatively large number of their of the previous group, the cable traditional TV subscriptions. channels. This group is charac- shavers, but the average age terised by the fact that they use is higher. And while the shavers WILL MORE PEOPLE BE streaming less than others, and watch many of their TV channels, CONSIDERING THEIR that, by their own admission the "considerers" watch signifi- TV PACKAGES? they have not reduced their TV cantly fewer. This is linked with Besides these three segments, consumption much. However, the fact that they have not yet we can also look at how many they have cut back on their TV done anything about their con- Danes could benefit from consid- consumption to an extent, and siderations, unlike the shavers. ering their TV subscriptions once this could indicate that while the Several people in this group are more, because they watch a fairly decline we are seeing in TV view- considering cutting back on their small number of their channels. ing can be explained by stream- subscriptions because they want We define this group of people as ing services to a great extent, to get rid of channels which they Danes who have neither changed this is not the only explanation. do not watch, while saving money nor are considering changing We must also remember that is a consideration for more than their TV packages and whose we are emerging from a period half of respondents in this group. total use of the channels in of "abnormally" high levels of TV One in four respondents also their TV packages belongs in the viewing following the digitisation states that they are considering lowest quartile, leaving us with of TV between 2007 and 2010. cutting back because they have a group of 7%. These are the started to watch more stream- Danes who watch the smallest STREAMING AS A CATALYST ing services. In other words, the percentage of the TV channels When we compare the group motives are the same as the they have available. They watch of Danes who have done some- Media Development 2014 Chapter 6 page 39

thing with their TV signal recep- paying too much for them only tion with the people who are still when streaming services give About the survey considering doing something, it them reason to reflect on their is possible to see a number of TV costs. So streaming in itself This survey was undertaken interesting differences in their is not what triggers this, but by Analyse Danmark for motives. Both people consider- streaming in combination with DR Media Research in ing taking action and people who the other motives. September 2014. 1500 Danes have acted specify that they Another factor to consider is aged between 15 and 70 took are motivated by the fact that that when people start spend- part in the survey. they do not watch all their TV ing money on streaming services, channels and they think they are some people will try to keep the paying too much to watch TV. total amount spent on media The new streaming services are low by cutting back on charges the point at which the groups elsewhere, such as the charges differ. There is more widespread for traditional TV distribution. motivation for people who have There is also the fact that for acted in that they have started many Danes, the choice of TV streaming more (37%), while the reception form and operator is people considering taking action a choice which they very rarely also cite this motive, but to a reflect on, exactly as with banks, slightly smaller extent (26%). utility companies and suppliers To put it bluntly, it can be stated of hot water. We take it for that the mismatch between the granted, perhaps make a choice number of channels available and at a very early stage, and then the number of channels people stick with that choice without watch, and also the fact that giving it any additional thought. TV is an expensive pastime, is as Only if the bank does something old a consideration as cable TV rather outrageous or no water itself. There is essentially nothing comes out of our taps, can we new here, and it also appears to be enticed to reconsider our be the introduction of streaming choices. To an extent, stream- services which persuades Danes ing has proven to be the media to make the transition from industry's response to these considering doing something to events, which are affecting actually acting on that thought. balance on the TV market. Thus, streaming services are perhaps not so much a direct competitor to cable TV, but a form of catalyst which brings the other motives actively into play. In other words, people begin reacting to the fact that they are not watching enough channels in their packages and Media Development 2014 Chapter 7 page 40

Pictures posed by models Media Development 2014 Chapter 7 page 41

topic

Meet four types of TV viewer In a previous article, we introduced you to cable cutters, cable shavers, "considerers" and "potentials". Together, these four groups make up approximately one-quarter of the Danish population. DR Media Research went out to meet them, and this article draws a picture of a representative of each of the four groups.

By Dennis Christensen, Jacob Lyng Wieland and Uffe Høy Svenningsen DR Media Research Media Development 2014 Chapter 7 page 42

POTENTIAL We've bought loads of films and Marius is in his early 50s and series, and owning these things lives with his wife in a flat in yourself gives you a degree of Høje Taastrup. They also have freedom. I've also bought a small a summerhouse which they DVD player for our summer- use in the warmer months of house. So we can always watch the year. Marius' job involves something we like, even if we're office work for a major Danish in our summerhouse. pharmaceutical company. Marius Marius has the big cable TV package from YouSee. He has a YouSee set-top box, which he mainly uses for archiving and recording TV broadcasts. He does not actually watch many channels, but neither he nor his wife is considering changing their package because there would be a risk of them missing something if they did. Moreover, they do not think that they are paying a lot of money for the full package. The family like buying DVDs online, both series and films which they can watch when there is nothing on TV. The advantage of the DVDs is that they can take them to their summerhouse, where the family have a small satellite dish and a subscription to satellite TV. The future holds no immediate considerations of streaming services or scaling down on their cable TV package. However, Marius does point out that it would be nice if they could have a kind of TV subscription that they could use in both their summerhouse and their flat. Media Development 2014 Chapter 7 page 43

CONSIDERING has worked out the right solution Lasse is in his late 40s and for the family. lives in Tølløse. He works in IT at a bank. He lives with his wife in a We use Viaplay, and DKK 79 for detached house. Their older son watching a couple of films a has just moved away from home, month is okay. But basically, their younger son is at boarding I don't really know whether school, and so they are alone at Viaplay is the right choice for us. home at the moment. Lasse Lasse has the big TV package. The Homeowners' Association requires people to have the small package as a minimum. Lasse has considered cutting back on the channels and subscribing to streaming services. He does actually already have a subscription to Viaplay, which he got when LoveFilm closed down. The boys are pleased with Viaplay and use it on their tablets, and Lasse has also used it occasionally, either by attaching a computer to their flatscreen TV or streaming via the household's Apple TV. Lasse is still wondering whether they should cut back on the number of TV channels they have and pay more for streaming services at home. He thinks having the big package is expensive, but he feels that working out how to adapt to technical devices and streaming services would be a minefield. He also has to find out what the family needs, and these needs are constantly changing. The boys do not live at home at the moment, but their needs have to be met when they return. However, Lasse reckons that something will happen when he Media Development 2014 Chapter 7 page 44

CABLE SHAVER I've just cut back on our TV sub- Malene is 37 years old and lives scription because we eventually with her husband and two children came to the conclusion that in Frederiksberg. Malene works in there were too many pro- the communications field. grammes we weren't watching Malene has opted to cut back to make it worth keeping the on her cable TV package and go big package. So we subscribed for the basic package instead. to Viaplay for a time, because Malene decided to cut back that gave us access to both because she was constantly sports and films. And now we've aware of all the channels she swapped to HBO Nordic. was paying for but never used. Malene The final straw came when streaming services started to be introduced to the Danish market. Malene now has a subscription to HBO Nordic, which they watch on the household's smart TV. Game of Thrones in particular was one of the reasons why they chose streaming services. Malene also has a subscription to the NFL matches, which she streams. However, she does miss a few more sports options, and Danish league matches in particular are hard to do without. AGF in particular is Malene's big interest, and if it were possible to buy the AGF matches and stream them, Malene would be the first in the queue. This is why she is also keeping an eye on the market in order to buy TV channels individually, but she feels this is both awkward and far too expensive at the present time. Nor will this persuade her to return to the big TV package, because she feels that the family's needs are well met with the small TV package and subscription to streaming services. Media Development 2014 Chapter 7 page 45

CABLE CUTTER Natascha is 23 years old. She lives in a flat in Vesterbro, Copenhagen, which she shares with her cousin. Natascha is a student at Roskilde University and is very focused on her studies. She has chosen not to have a TV because she feels it is a time consumer and because she thinks she can manage her viewing more effectively if she chooses her own programmes, films or series. This is why she watches some DR TV at dr.dk and has a subscription to TV 2 Play, and her partner has a subscription to Netflix. Her need for media content is covered by DR TV, TV 2 Play and Netflix. She watches everything on a laptop, there is no flatscreen TV in the flat and she has no immediate plans to buy one. Natascha watches TV at her combined desk and dining table, or in bed. However, Natascha reckons that she will get a flatscreen TV eventually, and perhaps TV channels as well, since her partner is pushing for it. That said, she finds it difficult to imagine wanting to switch from the very selective media viewing she does at present, where more or less everything she wants to watch is available on demand.

I have a subscription to TV 2 Play, so I can't watch programmes live, I have to watch them later on. So I just watch the pro- grammes I'm interested in. Natascha Media Development 2014 Chapter 8 page 46 Media Development 2014 Chapter 8 page 47

topic

What can standard TV and on-demand services offer? The debate on the new streaming services over the last few years has referred to these services as a replacement for traditional TV to an extent and predicted the end of traditional TV. As the situation stands at present, however, there is nothing to indicate that the consequences will be quite that severe. Although TV content is available on the streaming services, we often forget that there are some fairly fundamental differences in the ways in which we watch TV.

By Dennis Christensen, Jacob Lyng Wieland and Uffe Høy Svenningsen DR Media Research Media Development 2014 Chapter 8 page 48

DIFFERENCES BETWEEN TV IS SOCIAL fact which is also underlined time STANDARD TV AND AND RELAXING and time again by the regular ON-DEMAND SERVICES The greatest strength of programme tests carried out TRADITIONAL TV We often refer to streaming traditional TV involves three fac- by DR Media Research. Many TV What do TV viewers particularly services as a direct replacement tors: it happens here and now, it viewers also associate the term associate with traditional TV? for traditional TV. Flow TV is built is relaxing, and there is a major "on in the background" with tra- 1 Topical up around TV channels with social dimension. There was equal ditional TV, which reinforces this 2 Relaxing different brands, identities, focus on these three qualities assumption as it points to the 3 Cosy moods and personalities. among almost all the TV viewers great noncommittal dimension 4 Informative Streaming services primarily taking part in the survey. It is of TV viewing. We do not need 5 Being together involve individual programmes difficult to put into words what to concentrate the whole time, (e.g. TV series) or individual many people refer to as "a TV but we can have the TV on in the events (e.g. football matches), experience", but these qualities background while we do some- and in this article this is what we indicate the unique strength of thing else. This confirms that TV will refer to as on-demand. TV. Besides viewers having the does sometimes act as a sec- It goes without saying that sense that TV is something which ondary medium in the same way these are two very different is happening here and now, this as radio, for example, but this ON DEMAND groups in terms of both size and also meets a number of funda- is also another of the biggest What do people who view on- characteristics. Although the mental social needs, e.g. having strengths of the TV medium. demand services particularly percentage of Danes – mostly company or belonging. Terms such It does not constantly demand associate with on-demand services? young people – who watch on- as “cosy” and “being together” something of us, but it still man- 1 Informative demand services every day were rated highly, with a clear ages to meet some of our most 2 Me time stands at just 10%, more than preference for the former. This basic needs. However, TV is more 3 Relaxing 70% of Danes watch TV every indicates that even though TV than just comfort and relaxation, 4 Significant day. Nevertheless, this approach is often viewed in the company and many viewers also point out 5 Topical indicates what makes the two of others (this accounts for terms such as "informative" and forms of TV viewing unique for approximately 40% of TV view- "significant" as some of the core viewers, what traditional TV ing), the medium in itself has a values of the TV medium. and on-demand services have perceived social value where the If we look at the various age in common, and what needs the ‘cosiness’ of watching TV doesn’t groups, there are far more simi- two forms of distribution meet. necessarily occur only when we larities than differences when This survey was carried out have someone sitting beside us it comes to how TV is assessed, among two groups of Danes: on the sofa. It has a value solely and the above points are also those who watch "general" TV because it is something we are applicable to young people aged and those who watch on-demand experiencing at the same time between 15 and 29, whom we services. The two groups of as other people. could otherwise assume to have people were asked to consider Terms such as "lean back", significantly different attitudes their experiences of the two "couch potato" or "relaxation" towards traditional TV. For types of viewing and put these are often used to refer to TV, young people, however, the social experiences into words. The two and there is no doubt that dimension immediately plays an groups agreed on their descrip- precisely this relaxing aspect of even bigger part than for older tions of the two media forms to TV, where people do not really people, and at the same time a a large extent, but there are also need to take a position, is one of number of young people refer to a number of major differences. its biggest strengths. This is a the term "on in the background". Media Development 2014 Chapter 8 page 49

ON-DEMAND ALL forms well among on-demand is growing up with on-demand ABOUT IMMERSION viewers, and it is clear here that services as a natural part of the About the survey The greatest strength of the social dimension is one of the ways in which they use media, and on-demand viewing is the sense biggest unique strengths of tra- they will undeniably have a differ- This survey was carried out of immersion. This is often some- ditional TV – even among Danes ent relationship with both flow by the DR Panel in spring thing which people do alone, with who use on-demand content TV and on-demand TV. Another 2014 and involved approxi- a sense of great significance and extensively. Conversely, we article in Media Development mately 1000 Danes aged information. It sounds demanding, also see a viewer group where 2014, on the media habits of 15-50. There was deliberate but even so it is perceived to be traditional TV viewing is of a children, contains information on focus on this age group as as relaxing as traditional TV for slightly different nature, as no the first movement against this. it is mainly this group which the Danes who watch a lot of fewer than 39% refer to "waste It is of course important is using the new options for on-demand content. On-demand of time" in connection with TV to bear in mind that this is a viewing TV content. services are often perceived to (this figure is down to 20% for snapshot of how Danes today be topical for more than half of traditional TV viewers), and perceive the various forms of viewers, and it is not just in this 59% of respondents also refer viewing. As mentioned in the respect that it seems funda- to traditional TV as "on in the introduction to this topic, it is mentally different to traditional background". And at the same entirely conceivable that the TV, although the term "topical" time, on-demand services beat various types of viewing, as well is not as widespread in respect traditional TV when it comes as the general media paradigms of on-demand services as it to terms such as "relaxing", to which they are linked, can be is for traditional TV. Here, of "noncommittal", "informative", merged, developed and changed course, it is necessary to point "significant" and "present". So to form a new hybrid: A new form out that the concept of topical- in spite of everything, for this of viewing which may include ity which we traditionally use and group on-demand services have some of these motives in differ- associate with traditional TV is a few fairly clear core values ent ways, or entirely new motives obviously not the same concept compared with traditional TV, for viewing may arise. The young of topicality involved with on- which is why on-demand services people growing up now and who demand services. Here, topicality are in a fairly strong position in will never know a world offering is considered more from a "me" many respects within this small broadcast TV alone, could possibly perspective, i.e. what I need and group of people. find completely new ways of view- what I want to watch right now. ing TV and motives for doing so. This indicates that there are CAN ON-DEMAND SERVICES a few fundamental differences BECOME MORE SOCIAL? between on-demand ser- It is still too early to say vices and traditional TV. Where whether the social factor has the strengths of on-demand any chance of becoming more services revolve around immer- widespread in respect of on- sion, the social dimension is far demand services. This will require less apparent. Almost half of a number of changes to our hab- respondents use the term “cosy” its, and in particular to the way in to refer to on-demand services, which we receive TV, for the two but conversely "being together" experiences to blend still further is referred to by very few people. together. But conversely, we are Generally, traditional TV per- also seeing a generation which Media Development 2014 Chapter 9 page 50 Media Development 2014 Chapter 9 page 51

topic

How much change can we expect? The future is just around the corner, or perhaps the future is already here. We do not really know whether the changes we have seen over the last few years in the Danes’ overall TV consumption will continue, and how streaming services will affect traditional TV viewing in future. DR Media Research leaves behind the major surveys in this article and speculates on the current trends in media technology, business models and viewer behaviour.

By Dennis Christensen, Jacob Lyng Wieland and Uffe Høy Svenningsen DR Media Research Media Development 2014 Chapter 9 page 52

FRAGMENTATION OF SUPPLY, concerned. There are countless CHANGES TO THE VALUE CHAIN SERVICES AND HABITS ways of accessing content, and This development can be re- The first development per- devices also dictate to a great ferred to as the deconstructed spective involves continuation of extent which services people can value chain. In the old media the increase in fragmentation. access. Service A may perhaps world order, the classic value We are already seeing fragmen- only be available on Apple TV, chain, a number of content pro- tation at present, with the view- while Service B will only be avail- ducers came up with a number ing of live images being spread able on other devices. This may of products which a number of out across more devices than also mean that devices will have distributors broadcast via their previously, and more services to produce their own content, networks to a number of devices, with different business models. e.g. Xbox will have to start devel- whereupon viewers navigated on For instance, there are major oping its own series. If this hap- the basis of the products. Thus differences between the business pens, unique content will not just the TV stations created a num- models of TV3, Netflix and You- be linked with specific services ber of channels which companies Tube, but all of these are brands or TV channels, but with specific such as YouSee broadcast via which have a part to play in the devices as well. cable TV to the TVs of the Danish lives of many Danes nowadays. For end-users, this may turn people, whereupon the Danes Rights are one of the corner- out to be expensive, at least if used their remotes to navigate stones of this development per- they want to ensure they have through the various channels on spective. Rights to various types access to a broad range of con- offer. The TV stations competed of content are being spread out tent. It may also be a bit difficult with one another, the distribu- across many different types of to see streaming overtaking tors competed with one another service and provider, and this traditional TV viewing in earnest and so did the device manufac- makes things difficult for view- if this fragmentation continues turers, but they all remained ers, particularly if there ends and Danes are constantly forced within their own parts of the up being only a small amount of to deal with a myriad of changing chain, so to speak. In the new common content across the ser- services, devices and suchlike in value chain, everyone is battling vices. In this respect, the major order to ensure they have ac- against everyone else, and every- stakeholders in the market will cess to attractive content. As one is attempting to expand focus on their own services with mentioned in a previous article, into and gain control over other their own business models, and most Danes do not often think parts of the value chain. Netflix, so they will keep their content about their TV services, and which is a content provider and away from the services of oth- most people tend to prefer a essentially also a distributor, ers. There will be a close, intense "set it and forget it" approach. is now also producing its own battle for the promised "unique But if people are often disap- content. The manufacturers of content" – the unique element pointed by the fact that content TVs have also begun, via smart that can attract consumers to has suddenly disappeared or hubs and similar user interfaces, a specific product. For instance, moved to a different device or to have an opinion on how Danish we have already seen major stu- service, it will be interesting to TV content should be displayed dios such as Warner Bros., MGM, monitor whether viewers will fol- on screen and how this content Starz and Universal withdrawing low the content or become tired should be viewed. Of course, their content from Netflix. of these continuous changes to DR's content can be viewed as Fragmentation will also con- the content on offer. broadcast TV, but there is also tinue as far as devices are an app; albeit not via TVs' own Media Development 2014 Chapter 9 page 53

smart TV user interfaces, but involve, in particular, changes to Friends will have the fifth chan- via HBB. HBB is a technology TVs themselves or the set-top nel all to itself and always start which makes DR's online content boxes via which we receive our off at the point where the viewer available as an extra layer in the TV content. Hence there will also last left off when surfing past. broadcast signal. It is also pos- be changes to devices and users' From this development per- sible to access this content via interaction which will play a cru- spective, everything will merge YouSee Play, which is a distribu- cial part. Major producers of for users, and flow and on- tor app/service, and some DR consumer electronics – in par- demand will not be two funda- content can be viewed on Netflix, ticular TVs such as Samsung, mentally separate categories. but not on Viaplay. The TV market LG, Sony, Philips, Apple, etc. – are In this way, on-demand content and associated value chain have all interested in retaining users could also achieve the "live" feel- become incredibly complex. for their own specific TVs, and ing which classic TV could provide And even though competition is although TV screens used to be to TV viewers for many years, and essentially good for consumers "dumb" devices which were able it will be so straightforward that in a market and the development to display a signal, they have even the least tech-savvy Danes can be said, one way or another, now turned into independent will be able to enjoy the services. to "democratise" TV and TV dis- content providers. In this way, TV This also means that on-demand tribution, it also means that con- is also becoming just part of the services will achieve a degree of sumers are facing an extremely content universe that the device simplicity and accessibility which complex market reality in which manufacturers want to show us. could extensively drive a merger they will be able to navigate Here, there will be an enormous of the user experiences for on- among the various elements battle to control what viewers demand services and traditional of the value chain. This is not can receive on their TVs. TV. This also means that stream- possible at present. It is hardly When people switch on their ing could take on a far more likely that this chaotic situation TVs in the future, it is conceiv- prominent role from such can be sustained over time, and able that they will launch an in- a perspective, with concepts the market will probably calm terface or a series of "channels", such as personalisation and down as a result of a number of for example, completely mixing social TV also potentially taking accepted standards, consolida- up on-demand services, devices on much greater significance tion of stakeholders, partner- (Apple TV, Xbox, PlayStation), than is currently the case. ships and suchlike, but of course services and broadcast channels, Experiments are also being the big question is how long the and requiring no switching from carried out on these business present system can endure. menu to menu as is often the models at present. One example case at present. In this regard, is YouSee's abandoned attempt MERGING OF FLOW TV merging these services will at a streaming service in the AND ON-DEMAND mean that users will not have to form of YouBio, which has now The other development per- navigate through extra menus or resurfaced as YouSee Play. This spective is a perspective in which other devices in order to locate involves a merger of some of the both services and devices will streaming services just a but- TV content from YouBio and the merge in earnest, and the vari- ton press away on their remote music content from the previous ous services will become even controls. Netflix content will sit version of the Play product. more extensively integrated into side-by-side with traditional TV We also saw the first early one another and be presented channels. TV 2 Zulu might find examples in which Telia offered in a collective universe. This will itself on the fourth channel, while Spotify Premium subscrip- Media Development 2014 Chapter 9 page 54

tions as part of their telephone ferent situations, but in reality whole also have the opportunity subscriptions; and TDC had their it is entirely possible that these to dominate development. It is Play product, which also linked will be able to exist side by side. conceivable that if the sale of music and talk time in one and The question is which develop- rights to dedicated streaming the same product. Nowadays, ment perspective will dominate. services stops, these services we have arrived at – for example We are already well on the way will find it more difficult to – a Telmore subscription which to the first development per- survive as anything other than offers access to a number of TV spective, and the contours of archive services reminiscent streaming services, newspapers the second are becoming appar- of the bargain bin in the now and online magazines in addition ent, particularly with the latest defunct Blockbuster. Conversely, to 5 GB of data, talk time and smart TV models. Where the these services may also break text messaging – all wrapped first option will certainly result in into other parts of the market up in a single monthly subscrip- increased complexity for users and exert pressure on broad- tion. And the future for TV may and make content purchasing casters. Could Netflix, for example, potentially involve services more expensive, the second op- conceivably be able to bid on being put together into pack- tion will certainly give hardware the rights to Champions League ages which include a range of and software producers more football in future? And what other content. This also means "power" in the market, just as would this mean for broadcast- that a future is conceivable in the classic TV broadcasters will ers, and for users' perceptions which unique, attractive content face further challenges as the of what a streaming service is is only available via such fixed alternatives to the device for and can offer? content packages. However, it which they have held the patent Rights also involves another also has to be said that this is up to now will be challenged on perspective: Piracy. Because very reminiscent of the present all sides. even if having a large number of situation with cable TV, where No matter what weighting is streaming distributors scrapping the content/channels are col- applied to the development per- amongst themselves for the lected in a series of packages spectives, rights are central. Can attractive rights sounds, on the whereby viewers run the risk of dedicated streaming services, face of it, like a dream scenario getting more channels than they for example, acquire the rights for licensees, there is actually need or want to pay for. Perhaps that they need from content another side to the coin. The in future there will be no more producers for a price which can music industry found out the complaints about people being be linked financially with the busi- hard way that if it is difficult for "forced" to pay for more chan- ness model? At present, Netflix consumers to find legal content in nels than they actually watch, sells a subscription for less than the format in which they want to but instead we will hear com- DKK 100 a month in Denmark. use it, some of them will resort plaints about why people What will the price for a cor- to pirated content. This brought are "forced" to pay for maga- responding product be in five the music industry to its knees zines they do not read when years' time? Moreover, broad- at the start of the millennium. they just want to watch TV or casters already have a large A future in which consumers listen to music. number of rights and options have to deal with rights windows for extending these, particularly across services, devices, opera- RIGHTS ARE THE KEY as regards content produced by tors, etc. will of course provide We have compiled two devel- the broadcasters themselves. fuel for an ongoing problem with opment perspectives as two dif- This is why broadcasters as a pirated content. When Media Development 2014 Chapter 9 page 55

approximately 400,000 house- in which traditional TV will be holds are now paying to see a completely extinct, provided that series such as House of Cards on nothing else happens to signifi- Netflix, this is because it is easy, cantly change the market. And straightforward and manage- if we have learnt anything from able. In a future in which rights history, it is that this "something may be linked to special services else" does have a tendency to on special devices, and where occur and that projections over people will have to own a special a period of many years are a smart TV and a special set-top discipline mastered by few. box and subscribe to seven services just to be able to use the "TV", it is entirely conceiv- able that a number of people will actually find it easier to head for the dark side of the Internet and download content without paying for it. This presents a potential challenge to licensees in the TV industry, and conversely there is also a mechanism here that will work against a consolidated media market with more clarity for consumers. A classic cliché refers to dif- ficulty in predicting the future. And this is precisely why people should take care with what they say when guessing what the future will hold, as they are often blinded by the trends and effects of the present. Bill Gates has been quoted as saying that the future often arrives more slowly than expected, but when it arrives it is often completely different to what we expected. And when we look to a future media market today, we are basing our views on the perspec- tive and the trends currently in force. If we project the growth of digital streaming services, we can of course predict the year Media Development 2014 Chapter 10 page 56

HOW DO DANES USE A SECONDARY DEVICE WHEN WATCHING TV? Period: 2014 Target group: 12+ Source: TNS Gallup Social Media Life

61% Use a second device every day while watching TV 2% Produce content on social media every day relating to things seen on TV

5% Use social media every day relating to things seen on TV Media Development 2014 Chapter 10 page 57

Social TV still for the minority In 2014, we saw a number of examples of how social media and TV can interact. These examples show that digital technologies can support the traditional media and pave the way for new dimensions in TV viewing. However, there are still few people supplementing their TV viewing with social media.

By Rasmus Thaarup DR Media Research Media Development 2014 Chapter 10 page 58

SOCIAL TV IS A MINOR Facebook. This must be viewed before settling down in front of PHENOMENON in light of the fact that 59% of the TV. This was apparent during The use of social media in Danes go on Facebook every day, the Eurovision Song Contest, connection with TV viewing while just 4% use Twitter every for example, where half of the is a phenomenon that has day. Conversely, Danish use of viewers using social media made attracted increasing attention Twitter increases during major TV the decision to do so while over the past few years. This events. Here, TV-related Facebook watching the programme. phenomenon goes by the name content accounts for just two Social TV takes up most time of social TV and covers – for to six times as much as Twitter during major events, particularly example – TV viewers who write content. Moreover, Twitter users music shows, sports, drama status updates or comments typically produce several tweets and debate programmes. TV on social media about specific throughout the course of a TV programmes take on an extra TV programmes while they are programme, while Facebook dimension when viewers know being broadcast. Although Danes users write status updates. that lots of other people are in general are spending more watching at the same time; and if time on social media, the use FEW CONTRIBUTE, you ask them why they use social of social media in connection BUT MORE FOLLOW media as part of their TV viewing with TV viewing is still a minor Men and women use social experience, three answers are phenomenon, and comparing TV to an equal extent. At the particularly common: They want 2013 and 2014 we see that same time, usage is less common to find out what other people the use of social TV remains among older people. Most users – friends and strangers alike unchanged. Every day 5% of are typically under 50, and social – think about the programme, people use social media relating TV is slightly more of an urban they want to share the TV to things they have seen on phenomenon. The majority of viewing experience with family TV, while every day 2% produce social TV users are lurkers, and friends, and they expect to content on social media relating i.e. people who prefer to read see exclusive information and to things they have seen on TV. other people's content and entertainment on social media By way of comparison, every who comment on social media which is not shown on TV. At the day 61% of Danes focus their rather than producing their own. same time, social TV users state attention and concentration on a Depending on the TV programme, that social media make the TV secondary device while watching lurkers typically account for viewing experience more fun and TV, with mobile phones being the 4-5% of viewers, while content more interesting and persuade preferred secondary device. At producers typically account for them to remain sitting in front the same time, it is worth noting 1-2% of viewers. For example, of the TV for longer. that the TV is not always the during the final of the Eurovision primary device. Song Contest, 5% of the 2.4 SOCIAL MEDIA PROVIDE Facebook is the preferred million Danish viewers watching NEW TV OPPORTUNITIES social medium in terms of social used social media relating to Social TV is not a new pheno- TV. 75% of people who use social the show, while 1% produced menon. TV viewers always been media in connection with TV content on social media relating sociable when it comes to their prefer Facebook, while 2% prefer to the show. The use of social TV viewing experiences. Tele- Twitter. Thus Twitter comprises TV is often spontaneous, and phones and text messages were a very small proportion of social users do not necessarily make (and still are) used for discussing TV in Denmark, compared with a decision to use social media TV viewing experiences with Media Development 2014 Chapter 10 page 59

family and friends with whom hand-in-hand. In other countries Major Danish TV moments the viewing was not physically in which social TV takes up more on social media shared. But social media and time, social media can be a associated technologies also contributory reason for minor Occasionally, something fascinating, entertaining or unexpected provide new opportunities and increases in viewing figures. For will happen on your TV. TV moments which are discussed during TV viewing experiences which we example, in an analysis of British lunch breaks or beside the coffee machine the next day – known as have never had before. TV programmes in 2013 and 2014, "water cooler moments" – cause social media to go into overdrive Firstly, social media provide TV Kantar Media concluded that within minutes. We have collected here a number of Danish TV viewers with new opportunities tweets by TV viewers caused TV moments that were particularly big on social media in 2014, in for communication. Social media viewing to increase by 0.2% for terms of activity per minute*. magnify the scope of discussions, all British TV programmes. Given which can reach out to a wider these results, the overall effect • February: Man Band appear live for the first time in this year's X Factor public than traditional commu- must therefore be said to be • April: Sporty Spice presents this year's P3 Guld award to MØ nication channels. Social media relatively limited. • May: Austria's bearded lady Conchita Wurst and Poland's busty give viewers a voice which can The use of social media in milkmaids appear in this year's Eurovision Song Contest shout louder than was previously connection with TV viewing • May: Morten Messerschmidt announces, on the eve of the the case and which can be used experiences is still yet to make European Parliamentary elections, that he and his partner Dot actively for user-generated a breakthrough in earnest with will be issuing a new album soon content in TV programmes. the Danish population as a • June: Uruguay's Luis Suárez bites Italian opponent Giorgio Chiellini Secondly, social media can whole. If this phenomenon is to on the shoulder during a World Cup group match create new TV communities. grow further, this will of course • July: Brazil loses badly to Germany in the World Cup semi-final Thus social media reinforce new, require TV viewers to use social and concedes five goals within a short time in the first half larger groups of viewers in an media more and in new ways • July: Chris Froome and Alberto Contador drop out of this year's ever more fragmented media when watching TV, and probably Tour de France reality and facilitate discussions also require TV stakeholders to • August: Rasmus Bjerg opens the Zulu Comedy Gala on TV programmes between – provide viewers with greater • October: Didrik and his gang of friends have sex with a cow during potentially – everyone watching incentives to do so. The potential the harvest festival in the second episode of the drama series 1864 a programme. This provides is there, however, and the big viewers with new TV viewing question is the extent to which * This list is based on data from Twitter between January and October 2014. This is experiences created together the phenomenon may grow. The partly because Twitter is the only social medium offering full access to public data, with other viewers and new link between tweets and viewing and partly because Twitter is the only social medium in which data can be broken opportunities for interaction figures indicates that live TV down minute by minute and so measure actual TV moments. Although Twitter is less while a programme is being and social media can reinforce commonly used by Danes than Facebook, for example, it is reasonable to assume that broadcast. one another. Therefore, social the same TV moments were big on other social media. To be designated a big Thirdly, social media act as TV is an example of how digital TV moment on social media in this respect, the TV programme has to have generated an indirect marketing channel technologies can support live at least 1000 tweets. At the same time, the TV moment itself must represent at least which can attract more viewers TV and the established TV world, 5% of the total number of tweets for the entire TV programme. Our measurements via social feeds. In Denmark, we rather than undermining it. are based on official hashtags and the biggest unofficial hashtags. We used the are not yet seeing examples following hashtags for our measurements: #xfactordk, #p3guld, #drgrandprix, of tweets and status updates #escdk, #joinos, #ep14dk, #drvalg, #tv2valg, #vmdk, #vmdr, #sambabold, #tourtv2, causing viewing figures to #zulucomedygalla, #1864dr, #mallebrok. increase; we are only seeing examples of how the number of tweets and TV viewers go Media Development 2014 Chapter 11 page 60

HOW MANY OLDER PEOPLE 3% HAVE TABLETS AT HOME? 10% 2011 Target group: 60-74 years 2012 Source: TNS Gallup Index Denmark 23% 2013

42% 2014 Media Development 2014 Chapter 11 page 61

Older people have time, money and inclination There has been a significant development among the 60-74 age group between 2011 and 2014 as regards new digital devices. Besides smartphones, tablets in particular have gained popularity in the homes of older people.

By Sofie Scheutz and Tina Skov Gretlund DR Media Research Media Development 2014 Chapter 11 page 62

TABLETS BECOMING I got a tablet because my hus- men and women have different INCREASINGLY WIDESPREAD band had one. I wanted one too. reasons for using the Internet. Danish media habits have under- That way he doesn't just sit Men particularly enjoy the apps gone massive change in recent playing on his tablet, I do too. which meet functional needs, years. There are a number of Woman, 68, former laboratory technician such as Gmail, Google Maps or reasons for this, but the new op- DMI's weather app. Men are also portunities offered by tablets and This enormous growth relates frequent users of various news smartphones is one of them. not only to tablets, as 44% of apps, while Wordfeud is a hit We often hear about the new people aged 60-74 now have among women aged 60-74: habits and changes in media their own smartphones as well. habits of young people, but when As with tablets, this is a smaller According to my husband, my talking about older people and percentage than in the Danish worst habit is playing games digital development, we often population in general, but in the while we watch television. So hear about the difficulties and target group the percentage now I've started knitting in- the risk of them being left behind. has more than doubled in just stead of playing games while I'm Luckily, organisations such as 18 months. watching Deadline. I can follow Ældre Sagen are dealing with this what's going on better, too. challenge, providing both courses DIGITAL CITIZENS Woman, 68, former laboratory technician on everyday IT and PC support for We are all digital citizens, and their target group. we all have to operate and use Men use the Internet for more Among another group of the various services online. From different things than women in older members of the population, November 2014, people have this age group, such as enter- we have seen habits change in been required by law to receive tainment, online banking and recent years as more than 40% Digital Post from the public sec- watching TV. of people aged 60-74 now have tor. Simply registering for Digital a tablet at home. Among Danes Post will not suffice: users will Information searching is in general, more than half have also have to be able to check fantastic. I know how much is access to a tablet, but the in- Digital Post at regular intervals available to find, but it requires crease in the older age group as important information from practice. The downside is that over the last few years is striking. public authorities will be sent to there's so much rubbish on Older people have taken up the them via this route in future. there. You don't automatically new devices in a big way and can Fortunately, many of our older find the truth. barely live without them: people are already online. No Man, 70, former librarian fewer than 91% of the 60-74 age If you didn't have one of these, group use the Internet occasion- Older people are also aware you'd be completely lost – what ally, while people aged 60-64 use of social networks, primarily did we do 50 years ago? the Internet more often than the Facebook, and in this respect Man, 63, retired oldest members of the target they are reminiscent of the rest group. Men use computers more of the Danish population. Women Thus the number of people aged frequently to go online, while in particular enjoy Facebook and between 60 and 74 with access to there is not much difference use the app frequently. Overall, a tablet at home has almost doubled between men and women as Facebook is the most commonly within the last year alone. Some regards daily Internet usage on used app among the target people find that one is not enough: tablets and smartphones. Older group. Media Development 2014 Chapter 11 page 63

I look at my friends' pictures the time to immerse themselves on Facebook. I usually enjoy in the technology. writing comments, and I gener- When you're young you have ally get messages back saying the time and the inclination but that so-and-so liked my not the money, as the old saying comment. It's great, this! goes. Later on in life, people have Man, 63, retired the inclination and the money but no time. Older people have User-friendliness has im- the time and the money but no proved markedly with the latest inclination. This is not true of generations of smartphones and many of the older generation tablets, and these are becoming nowadays. Older people have the more widespread because they time, the money and the inclination. provide easy access to app down- loading, among other things. As stated, we often hear about older people who find new tech- nology difficult, but there are definitely older people who are quite the opposite:

Technology doesn't worry me. I tackle it head-on. If I press something wrong, I just delete it and then everything's okay again. Woman, 68, former laboratory technician

TIME AND INCLINATION FOR IMMERSION There are good reasons for focusing on the older target group. Although their personal and household incomes are lower than for the Danish population in general, their disposable income About the survey is higher than that of the average Dane. This means – among other Older people were recruited for the following interviews on the things – that they have more basis of numerical data from TNS Gallup Index Denmark. DR Media money for digital products and Research carried out qualitative, in-depth interviews in the homes new technology. Not only do they of all the users of tablets and smartphones in the 60-74 target have good finances, but members group. All interviews were carried out in October 2014. of this target group also have Media Development 2014 Chapter 12 page 64

WHICH CHANNELS ARE WHERE ON YOUR REMOTE CONTROL? Period: 2014 Target group: 15+ years Source: Megafon for DR Media Research 90% have DR1 set for the 1 button

33% have TV 2 set for the 2 button Media Development 2014 Chapter 12 page 65

How Danes channel surf Danes have lots of different options for choosing content when watching TV. DR Media Research has examined how Danes organise their TV viewing.

By Dan Pedersen and Kurt Holm Jensen DR Media Research Media Development 2014 Chapter 12 page 66

TWO OUT OF FIVE DO NOT being forgotten, unless these (EPG) are placed on an equal channels on offer often end CHOOSE CHANNEL ORDERS are channels which viewers often footing. up on the first few channels THEMSELVES watch or particularly enjoy. And The developments in viewers' because that is typically where In the good old days, we just the further down in the channel most important information they start off. had one type of TV, not many order a channel appears, the less sources indicates that the use Navigation options such as channels and a limited number likely people are to surf past it of Teletext as the most impor- EPG and the navigation screens of buttons to press when we and familiarise themselves with tant source for finding pro- on newer smart TVs do of wanted to watch TV. Nowadays, the programme content. grammes has fallen by almost course provide an opportunity TVs have increasingly become half since 2012, while use of apps to avoid the tyranny of the screens offering lots of channels INTERNET MOST IMPORTANT – conversely – has increased by channel order, but the vast and a wide range of connection IN TERMS OF PROGRAMME a similar level, which indicates majority of people – more than options, traditional TV being just SELECTION that people are making the 90% – still use either the number one of many. The influence of channel switch from Teletext to apps. buttons or the up/down buttons The increase in the number of positions on the chances of on their remote controls to channels has resulted in three being selected is, however, 90% HAVE DR1 change channels. If you ask typical ways in which TV viewers reduced by the fact that nearly AS THEIR FIRST CHANNEL viewers about their preferred organise their TV channels. 31% all TV viewers seek information DR1 is the oldest Danish TV channel changing method, only of households set their own on – and, to differing extents, channel, and this is perhaps why 11% have the EPG as one of channel orders on all channels. select – the programmes they the vast majority of TV viewers their top two priorities, and 4% A further 20% are content to want to watch in advance. also perceive this channel as prefer the navigation function just set the most commonly Viewers' most important source the first channel. In any case, no on their smart TVs. By way of used channels. However, 38% of of information on the evening's fewer than 90% of TV viewers comparison, 42% of respondents all homes live with the channel TV programmes is dominated have DR1 set for button 1 on prefer changing channels using order supplied by their TV by the Internet and apps, which their main TVs. The second big the up/down buttons, and providers. The households which provide more than 45% of Danes TV channel, TV 2, is more diverse. 52% use the number buttons. sort their own channels often with their most important point 33% have it set for the 2 button. Although nowadays there are sort them so that the ones of entry to their TV programmes. DR2 is actually set more fre- new navigation options such as they use most have the lowest The use of apps on smartphones quently for the 2 button. 56% of EPGs and navigation screens, channel numbers, or else they and tablets alone has doubled respondents have DR2 set for TV viewers still largely prefer sort their channels by subject since 2012, and one in every five this button. their arrow and number buttons. area: children's channels, sport, Danes states that apps are now Being among the first channels One reason for this may be TV music, etc. their most important source in the channel order is an advan- providers' tendency to favour But the single biggest group of programme information. The tage, simply because it is easier the most widely viewed Danish of TV viewers is characterised second most important point for viewers to navigate to the channels, giving them the first by the fact that they live with of entry to the TV evenings of channel that way. This is appli- channel spaces in their channel the order supplied by their TV the Danish people is provided cable to people who input the packages, so numbers and providers. In these households, by the programme listings of channel number directly, because channel buttons are still a there is a risk that the position newspapers behind paywalls. only one button press on the clear way of navigating through of a channel in the sequence Just under one in every four remote control is required for these channels. will affect the frequency with Danes specifies the TV itself as the first nine channels, and which the channel is selected. their most important source for because many people find the NUMBER SURFERS Channels located far down on information on TV programmes, first few channels easier to AND UP/DOWN SURFERS the list risk being erased from and here the use of Teletext and remember. That said, people Danish TV viewers can there- the memory of the viewer and the electronic programme guide who surf their way through the fore be divided into: people who Media Development 2014 Chapter 12 page 67

typically change channel using and complexity of their remote Hence TV viewers are clearly TVs and connection boxes. the number buttons; people controls, which may mean that it reminded of the many alternative You can find out more about this who typically change channel is not always as easy to navigate options, thereby increasing in this report; take a look at the using the up/down buttons; using anything other than the competition between providers. topic on changes to Danish TV viewers who use both; and finally, number or up/down buttons. TVs which start with a navigation viewing habits. people who use other buttons screen are still a little way off, (this includes EPG users). The INCREASED BATTLE FOR TV however. Only 2% of TV viewers number surfers cannot be VIEWERS' ATTENTION currently see a navigation screen separated from the up/down With the new options offered when switching on their TVs. About the survey surfers in terms of the number by TV, so the battle for TV Although the vast majority of channels, the way in which viewers' attention is extended – 86% – of all TV sessions Megafon carried out a their channels are set on the on two fronts; between TV nowadays start off with representative survey among television, or how well people channels in the first instance, traditional TV viewing, and Danes over the age of 15 on remember channel positions. The because around half of all Danish two-thirds of these continue behalf of DR Media Research. only really significant difference households have more than 25 solely as traditional TV viewing, This survey is divided into between the groups is in the age TV channels, equivalent to most the final one-third of sessions two halves, based on Internet of viewers: Number surfers are TV providers' medium package involve at least one of the other and telephone interviews. typically over 50, while up/down or big TV package. As just under options also offered by the A total of 1013 respondents surfers are typically under 50. two out of five households live TV before it is switched off. took part. 72% of number surfers are with the sequence offered by Here, streaming and DVD and over 50, and the majority is channel providers, and they Blu-ray viewing are the most particularly great in the group typically change channel using widespread options, with 3% of people aged 70 and above. the channel buttons or up/ each of all sessions. Finally, in the The age difference also means down buttons on their remote case of 14% of all sessions at that number surfers more controls, competition for present, TVs are not just used rarely have access to streaming viewers' attention among TV for traditional TV viewing, but services, and that they do not stations is increased by – for solely for streaming services, use the Internet as often as the example – positions in the game consoles, DVD playback, up/down surfers. channel order, the EPG or the etc. Of these, streaming services There may be several reasons navigation screen displayed on take up the most time in that as to why older viewers use the some TVs when they start up, in one in every two TV sessions number buttons more frequently order to achieve as many views without traditional TV starts off to change channel. They are as possible of programmes or with a streaming service, and major consumers of traditional advertising. even more involve a streaming TV, and perhaps this means Secondly, the competition service before the TV is switched they can remember the channel between traditional TV and off. Even today, the level of positions more easily. If, at the streaming services, game streaming is far above the level same time, they are more loyal consoles and other connected of other activities, such as TV to channels and use only a few of devices is increasing, particularly games and DVD and Blu-ray the channels available, it will also if the TV starts with a navigation viewing, and there is much to be easier for them to remember screen. Here, apps and connec- indicate that this use of TVs will and navigate using the number ted devices no longer have to continue to increase with the buttons. Other possible explan- be actively selected, but are proliferation of options provided ations are provided by the design displayed alongside TV channels. to the people of Denmark by new Media Development 2014 Chapter 13 page 68 Media Development 2014 Chapter 13 page 69

When young people love media brands Young people spend lots of time on media. But what is the bond in their relationships with the individual brands in a never-ending forest of media content? DR Media Research asked young people what media brands they like best, and what is particularly important to them when they use their favourite brands.

By Mette Birk and Peter Niegel DR Media Research Media Development 2014 Chapter 13 page 70

YOUNG PEOPLE'S Bonderøven are ranked highly people on it are so much fun, The feeling of belonging. And media PREFERRED BRANDS among their favourites to help and honestly I think it's so lovely brands are a very important When young people are asked them relax. and you never get bored when tool in this regard when nurtur- to choose the media brands they Streaming services are also you're watching it. ing social foundations. First and like best, streaming services important to young people Woman, 16, Sjit Happens foremost, what was on TV yester- come at the top of their list. to help them relax. Unlike the day is a good topic for discussion, Spotify, Netflix and YouTube slightly older people, who often BECAUSE IT IS EASY in much the same way as the stand out prominently from all associate streaming services The third most important weather or the food in the can- other brands, as revealed in a with difficult choices, unlike flow reason for media brand use teen. Then media brands can bind survey by DR Media Research. TV, where choices are made among young people is the fact social groups together in a com- This survey analysed the use of for them to a greater extent, that it is easy to use. This means mon affiliation with the brand. media brands among people aged streaming services for young that the brand should be easy to Major drama series such as Game 15-25. The term "brand" is used people are a relaxing haven access, but also easy to decode. of Thrones and Forbrydelsen (The in this article as a generic term where they can find exactly the Unlike the first two reasons for Killing) in particular meet the for products, platforms and ser- things they want to veg out with. media use, this is not as im- need to have a common recurring vices across the media industry. portant with the slightly older topic of conversation. A world with an almost unlimit- Netflix means I can sit down control group, who find it more Moreover, media brands ed amount of media content lies and watch an episode of my important to be able to stay can create a kind of common at the feet of young people, and favourite series whenever up-to-date and learn something. language for young people. And when media content is no longer I need to relax. This streaming services expressions such as ‘giant wings limited in terms of quantity, it is Man, 24, Netflix Netflix and Spotify in particular behind’ from Monte Carlo on important to understand exactly score highly with young people P3 require a certain amount of what drives young people in LAUGHING for this reason for media use. awareness of the reference. their use of media. Here, we The need to laugh is apparent That said, the MetroXpress free But once this reference is in have mapped the five most across both age groups, and this newspaper is also a brand asso- place, it can create a feeling of important reasons for media use is the second most important ciated with easy access. When it an internal social add-on. in young people's relationships reason for media use with both comes to young media users, the with brands. groups. Young people in particu- old proverb is absolutely true: We had a set ritual at my lar say that they laugh when Convenience is king. student workplace where we RELAXING they watch the TV 2 Zulu sitcom would turn the radio on at 14:00. Relaxing is crucial as regards Sjit Happens and the American Music means everything to me, We all listened together and use of media, and young people animated sitcom Family Guy. and I can find music to suit my laughed and chatted about are not the only ones who feel But a good laugh is particularly mood quickly and easily! what they were saying. Wings this way. This is also the most important when young people Woman, 16, Spotify behind. Over the hedge. We important reason for media use watch TV3's reality show, spoke Monte Carloish. among a slightly older control Familien fra Bryggen, too. HAVING SOMETHING Woman, 23, Monte Carlo on P3 group of people aged 35-45, Laughing and relaxing are two TO CHAT TO OTHERS ABOUT who also took part in the survey. reasons for media use which are This is a reason for media use BEING ABLE TO IDENTIFY When young people feel it is often used in context. The need which also separates the young WITH THE MEDIA BRAND important to relax, they choose to laugh may also work as a way people from the slightly older This reason for media use is entertainment such as Danish of avoiding boredom. media users. Having something not one of the most frequent, Dynamite and channel brands to chat to others about actually but it is the reason which par- such as TV 2 Zulu or Kanal 4. It really makes me laugh, I love emphasises something entirely ticularly sets the young people For the control group, TV3 and love love that programme. The characteristic of young people: apart from the older media Media Development 2014 Chapter 13 page 71

users. Young people are busy There is nothing new about REASONS FOR MEDIA USE AND ASSOCIATED FAVOURITE BRANDS finding themselves and reflecting young people being more driven AMONG THE 15-25 AGE GROUP themselves in others. by emotions in their use of media Programmes such as Sjit than the more rationally moti- Happens on TV 2 Zulu and Mads vated 35-45 age group. People BEST FOR RELAXING: BEST FOR PROVIDING og Monopolet on P3 are good demand different things as they TV 2 Zulu SOMETHING TO TALK ABOUT: examples of programmes which pass through the various stages Danish Dynamite Forbrydelsen (The Killing ) delve into a need to be able to of life, and there is no reason Kanal 4 Dybvaaaaad! identify with the product. When to believe that the emotional Game of Thrones young people use DR3, it is also relationship which young people important for them to be able to have with media brands will not identify with the channel. also change and become more rational. BEST FOR A LAUGH: BEST FOR I know them so well. It's as if Family Guy IDENTIFYING WITH: they're my own best friends. There was also the hardhitting Sjit Happens Sjit Happens Woman, 18, Sjit Happens fact that the big, inexpensive Familien fra Bryggen Mads og Monopolet online services which work well, DR3 THE EMOTIONAL YOUTH such as YouTube, Netflix and The survey shows that Spotify now stand out in earnest relaxation and a good laugh are among the preferred media essential needs for almost every- brands. This is a technological BEST FOR one who uses media. However, reality which generally appears EASY ACCESS: when we focus on young people to relegate other media brands Spotify in particular, it is apparent that to secondary levels of priority. MetroXpress identity, social support and And this prioritisation will not Netflix having easy access to their necessarily alter with age. favourite products are also particular considerations. In other words, it is not always just a matter of passing the time and enjoying a good laugh. For young people, relationships with media brands also largely involve About the survey being able to head off to a haven where real life is not constantly DR Media Research undertook 16 in-depth interviews and carried banging on the door; a pleasant, out a subsequent quantitative questionnaire-based survey of recognisable environment which the relationships of 564 young people with 42 selected media is also an essential part of brands. These young people are aged between 15 and 25 and were conversations with friends. In recruited equally from the DR Panel and Analyse Danmark. The general, their use of media is survey was carried out on selected brands with unique content characterised more by "soft" at programme level and channel level as well as on the most and emotional reasons for media important online services. A group of 261 people aged 35-45 use than is the case with the was used as a control group for the quantitative survey. slightly older media users. Media Development 2014 Appendix page 72

Legally responsible editor Other sources Design Dennis Christensen – [email protected] Association of Danish Media DR Design Danish Audit Bureau of Circulation Editors DCT Youth Insight Programme Photos Henrik Gregor Knudsen – [email protected] Kantar Media Mew Uffe Høy Svenningsen – [email protected] Danish Agency for Culture Kurt Holm Jensen Mediawatch Printing Twitter Hertz Bogtrykkergården Contributors Bjørn Fibiger-Jensen The DR Panel Dan Pedersen – [email protected] The data in this publication is also derived Dennis Christensen – [email protected] from surveys performed in DR's own internet Henrik Gregor Knudsen – [email protected] panel, the DR Panel. DR uses the DR Panel to Jacob Lyng Wieland – [email protected] regularly survey the media habits of Danes and Katrine Green – [email protected] their perception of media content. Anyone aged Kurt Holm Jensen over 15 and residing in Denmark may become Lene Heiselberg – [email protected] a member of the DR Panel. You can join the Mette Birk – [email protected] DR Panel and find out more about it at dr.dk/ Michael Oxfeldt – [email protected] drpanelet. Peter Niegel – [email protected] Rasmus Thaarup – [email protected] About DR Media Research Sofie Scheutz – [email protected] DR Media Research is DR's own research Tina Skov Gretlund – [email protected] department. It is an independent department Uffe Høy Svenningsen – [email protected] tasked with providing the perspectives of listeners, viewers and users on DR's wide Data sources range of products and with tracking media Analyse Danmark development. FDIM Gemius Denmark Contact details Megafon [email protected] Norstat DR Media Research TNS Gallup Mobile Devices DR Byen TNS Gallup Index Denmark 0999 Copenhagen C TNS Gallup Digital Life TNS Gallup Social Media Life More info online TNS Gallup Radio-Meter Download Media Development 2014 from TNS Gallup TV Meter www.dr.dk/publikationer YouGov An English version is available at www.dr.dk/aboutdr The material may be freely quoted if the source is clearly stated. Media Development 2014 Appendix page 73 DR Media Research

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