Polaris Nordic Digital Music in the Nordics
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Polaris Nordic Digital Music in the Nordics October 2018 By: Simon Bugge Jensen & Marie Christiansen Krøyer Digital Music Services in the Nordics 2018 Content 3 Background 6 Results 7 Streaming 15 Behavior 23 Attitudes 27 TV/movie streaming 31 About YouGov 2 Background 3 Digital Music Services in the Nordics 2018 Purpose of study Polaris Nordic (a collaboration between the three Nordic collecting societies Koda, TONO and Teosto) needs knowledge about the use of digital music services in the Nordic region and has conducted a survey in collaboration with YouGov. The study has previously been conducted in 2015 and 2017. In 2018, the data from 2017 will be included to show the development of on-demand music streaming in the Nordics. This report covers the following topics: • The market for digital music services • Behavior and attitude on music streaming • TV/movie streaming 4 Background Methodology Sample Methodology Interviews Field Period th National representative The data collection was DK: 1.013 interviews September 14 - rd sample in DK, NO, SE and FI carried out online using the SE: 1.013 interviews September 23 2018 Men/women aged 15-65 Nordic YouGov Panel NO: 1.025 interviews Children aged 12-14 FI: 1.012 interviews Comparison to 2017 60% For questions comparable to the 2017 study, t-test has been applied to test for statistical significance. 40% Results that are significantly higher in 2018 than in 2017 are marked with a green arrow. Results that are significantly lower in 2018 than in 2017 are marked with a red arrow. Display of results 2017 2018 Flags are used the show the result for a given country. The results on a Nordic level are displayed by use of all four Nordic flags pooled together. Nordic results Danish results Swedish results Norwegian results Finnish results 5 Results 6 Streaming 7 Music consumption – Nordic and countries overview Across the Nordics, 9 in 10 stream music. Around half of the population in Sweden, Norway and Denmark have a paid subscription to a music streaming service Music streamers 90% 86% 92% 88% 92% (2017: 80%) (2017: 75%) (2017: 83%) (2017: 81%) (2017: 82%) Premium subscribers/ 43% 46% 51% 50% 26% bundlers (40%) (43%) (48%) (48%) (22%) Only use free/trial versions 47% 40% 41% 38% 67% (do not have any paid (40%) (31%) (35%) (33%) (60%) subscription) 11% 14% 8% 12% 8% Non streamers (20%) (25%) (17%) (19%) (18%) Average music streaming time per 11,4 11,1 15,4 18,0 10,5 week (among hours hours hours hours hours streamers) 8 Weekly hours used on streaming paid and free/trial digital audio streaming services – Nordic and countries On a weekly basis almost twice as many hours are spend on streaming of music on paid services than on free/trial versions. Weekly, Norwegians and Swedes spend more hours on paid audio streaming than Danes and Finns 20 Weekly hours - free/trial versions Weekly hours - paid services 18 18,38 16 14 16,40 17,26 12 14,21 13,41 10 8 11,44 9,04 10,16 6 7,80 7,69 4 2 0 9 Only stream music on YouTube and SoMe – Nordic and countries Across the Nordics, 1 in 5 only stream music on services like YouTube and SoMe. In Finland the share is the highest with 30% 20% 19% 13% 14% 30% The percentages represent the share of people who do not use digital music services and only stream music on services as YouTube and SoMe 10 Nordic profile of people with a paid audio streaming service 43% (in comparison to the general population) No gender differences 18-29 year olds and to a lesser degree 30-39 year olds Premium subscribers/bundlers 43% Yearly household income more than EUR 93,800 (700,000 DKK/SEK/NOK) Only use free/trial versions (do not have any paid 47% More frequent concert goers subscription) Non streamers Favorite music genres are: Rap/Hip-Hop, Alternative & 11% Indie, RnB/Urban, Pop, Dance & Electronic Much more frequent subscribers of TV/movie streaming services More who agree that YouTube should pay musicians for their work displayed on the digital service More who agree that the price for having access to all music through a paid subscription service is fair 11 Nordic profile of people with a free audio streaming service 47% (in comparison to people with a paid audio streaming service) No gender differences More aged 50-65 and fewer aged 18-29 and 30-39 More in the lowest and less in the highest income groups 43% More Finns than Danes, Norwegians, and Swedes Premium subscribers/bundlers Less frequent concert goers Only use free/trial Favorite music genres are: Pop, Rock, 8os music, 90s music, and Classic Rock. versions 47% (do not have any paid More have purchased CD’s in the past 12 months subscription) More listen to and watch music on YouTube. More discovers new 11% Non streamers favorite songs on YouTube and on TV. More users of YouTube Music Spend much more listening to music on Spotify (the free/trial version) When choosing a music service for listening to music, many more find it important that it is free Fewer have a paid subscription to video streaming services. Netflix, HBO Nordic, and ViaPlay especially More often find and music on social media 12 Social media usage More people are using the various social media in the Nordics. Only Google+ is declining Significant changes from 2017 to 2018 84% 79% Facebook 84% Facebook 76% 80% 74% 44% Instagram 42% 55% 31% Instagram 49% 44% 38% Snapchat 39% 27% 31% Snapchat 26% 35% 17% LinkedIn 34% 2018 2018 33% 28% LinkedIn 25% 9% 2017 23% 2017 Google + 17% 24% 11% 20% 2015 Google + 18% 2015 17% 24% Pinterest 11% 21% 13% 18% 15% Twitter Twitter 16% 21% 2% 17% 4% Pinterest 15% Tumblr 3% 14% 85% 74% 81% 75% Facebook 79% Facebook 68% 58% 42% 53% 37% Snapchat 46% Instagram 23% 54% 16% 50% 24% Instagram 40% Google + 26% 15% 19% 21% 2018 19% 2018 Google + 25% Twitter 18% 21% 2017 17% 2017 20% 17% LinkedIn 21% Snapchat 8% 2015 2015 26% 17% 20% 17% Twitter 20% LinkedIn 13% 18% 18% 16% 15% Pinterest 12% Pinterest 10% 5% 4% 6% 5% Tumblr 6% Tumblr 4% Social media. Do you currently use one or several of the following services? Base: All 13 Top 5 audio and video services used for streaming of music Across all four Nordic countries, YouTube is the digital service most used for streaming of music. Spotify comes in second. Both Facebook and Instagram are in top 5 in most countries Spotify usage 66% 73% YouTube Note that the question (Q9a) was multiple YouTube hence the percentages do not sum to 100% 38% 69% Spotify 38% Spotify 64% 33% 64% 19% 2018 19% 2018 YouSee Musik 18% 53% free/trial Facebook 32% free/trial 21% Nordic 50% paid/bundle 70% paid/bundle 17% 2018 12% Facebook Instagram 2018 2018 YouTube 74% 2017 10% 2017 8% iTunes 15% Spotify 54% iTunes 13% 2015 19% 2015 17% Facebook 20% 69% Instagram 11% 85% YouTube YouTube iTunes 10% 58% 51% Spotify 55% Spotify 46% 50% 2018 38% 2018 25% 18% 2018 Facebook 31% free/trial Facebook 43% free/trial 62% free/trial 71% paid/bundle 44% paid/bundle 15% 12% iTunes 16% 2018 61% paid/bundle Instagram 23% 2018 2017 11% 10% 2017 Instagram 2015 YouTube Music 6% 2015 Q7a Which of the following digital music services do you Q7b Which of the following digital services/social media do you use Q9a Which version of Spotify have you used use when listening to music? to watch or listen to music or music videos? within the last 12 months? 14 Base: All Base: All Base: Users of Spotify Weekly time spend on the top 5 audio and video services used for streaming of music Out of the top 5 digital services used for streaming, the most time is spend on Spotify and on paid/bundle Spotify subscriptions in particular. In general, Swedes and Norwegians have a larger time consumption on the services in top 5 Nordic average 10,5 14,00 Nordic average hours 12,3 12,4 12,00 6,8 hours Nordic average Nordic average Nordic average Nordic average 10,00 9,2 4,7 8,3 hours 4,6 4,0 7,9 hours 8,00 4,1 hours 7,4 hours 6,0 5,8 6,00 5,6 5,9 4,9 5,0 5,0 5,1 4,7 4,0 4,00 3,5 3,5 4,1 3,8 3,3 3,2 3,1 3,1 2,00 0,00 Free/trial version Paid/bundle DK SE NO FI Q8a In a typical week, how many hours do you spend listening to music or watching music videos on the following digital services? 15 Base: Use digital service to listen to music Behavior 16 Concerts – Nordic and countries In the Nordics, 2 in 3 annually attend a concert. Those who go to concerts on average attend 3 concerts a year Significant changes from 2017 to 2018 3,1 3,1 3,0 62% 3,2 3,2 58% 3,0 3,2 3,0 56% 2,9 3,1 3,1 3,1 2,9 2,9 2,8 63% 64% 64% 62% 60% 61% 57% 57% 55% 57% 52% 52% 2015 2017 2018 2015 2017 2018 2015 2017 2018 2015 2017 2018 2015 2017 2018 Q3 In the past 12 months, have you been to a concert, music Q4 How many concerts, festivals or other live music events festival or other live music event or musical performance? have you been to during the past 12 months? (Average) Base: All Base: Have been to a concert past 12 months 17 Favorite music genres – Nordic and countries Pop & rock are the most favored genres across the Nordics but there are some national variations across the different genres 55% 11% 47% 51% 13% Pop 50% Blues 16% 13% 53% 13% 42% 14% 41% 43% 12% Rock 42% Musicals 12% 13% 47% 13% 32% 6% 30% 31% 14% 80s music 29% Punk/Punk Rock 11% 11% 33% 14% 26% 8% 24% 27% 12% 90s music 23% RnB/Urban 14% 11% 33% 10% Nordic average 23% 10% 29% 26% 11% Classic Rock 26% Alternative & Indie 13% 11% Denmark 24% 10% 15% 10% 28% 23% 11% Sweden Hard Rock/Metal 20% Soul/Funk 11% 11% 29% 10% 17% 7% Norway 21% 21% 12% 70s music 21% Reggae 12% 10% 24% 9% Finland 14% 10% 20% 19% 10% Dance & Electronic 19% Jazz 11% 10% 25% 9% 17% 9% 19% 18% 8% 60s music 16% Folk 9% 8% 20%