INSIGHTS 2017 Traditional TV & Streaming in the Nordics, UK & US 03 Editorial 04 Traditional TV 12 Streaming: TV, CONTENTS Series & Movies 30 Streaming: Music & Radio 46 About the study AudienceProject Insights 2017 2 Netflix rules streaming, while regular TV is still going strong Despite the many death sentences to flow TV, it is still going strong - at least among the old- er part of the population. Among the young generations streaming is the prime source for on screen entertainment. Streaming is still on the rise. In the four Nordic countries, where we have historical data, there has been an increase in the use of streaming services from 2016 to 2017. And in the US, streaming is even more widespread. Perhaps a little surprising, more people are now streaming TV and movies than music. The streaming is led by Netflix across almost all EDITORIAL markets. Following the industry leader, the pack of streaming providers is different from country to country, where several national or regional services are playing a role. Despite losing viewers to streaming, there is still life in the ‘old’ TV. Among people older than 35 years, the majority are still watching flow TV rather than streaming. Good news for both companies in streaming and linear TV is the fact that piracy is not a big deal anymore - at least in the Nordics, where only a small fraction has used illegal services lately. The US have more of a problem with 20% of all American men using illegal services to watch TV and movies and 17% pirating music on a weekly basis. In the following pages, you can learn more about the TV and streaming habits in the Nordics, UK and US. Enjoy! Rune Werliin Head of Marketing & Communication @ AudienceProject AudienceProject Insights 2017 3 TRADITIONAL TV Despite stories about the death of flow TV, around 80% of the population in the Nordics, UK & US are still watching traditional TV on a weekly basis. However, more than 2 out of 3 use other devices while watching TV. The majority use their ‘second screen’ often. AudienceProject Insights 2017 4 Watching traditional TV on a weekly basis Denmark 78% Sweden 79% Norway 84% Finland 86% UK 83% US 80% AudienceProject Insights 2017 5 Watching traditional TV on a weekly basis Denmark 77% Denmark 78% Sweden 76% Sweden 81% Norway 82% Norway 86% Finland 86% Finland 86% UK 81% UK 84% US 80% US 80% AudienceProject Insights 2017 6 Watching traditional TV on a weekly basis 94 91 93 93 92 93 93 92 88 89 89 88 85 86 86 81 81 80 81 78 78 77 73 71 68 68 67 63 62 59 Denmark Sweden Norway Finland UK US 15-25 26-35 36-45 46-55 56+ AudienceProject Insights 2017 7 Use other devices while watching TV Denmark Sweden Norway 66% 70% 73% Finland UK US 56% 74% 71% AudienceProject Insights 2017 8 The use of other devices while watching TV has stabilised in Denmark, Norway and Finland and increased in Sweden 75% 73% 69% 70% 72% 66% 66% 2015 60% 57% 54% 53% 56% 2016 2017 Denmark Sweden Norway Finland AudienceProject Insights 2017 9 How often other devices are used while watching TV Denmark 2% 16% 28% 33% 21% 1% Very rarely Rarely Sweden 2% 16% 28% 31% 23% 1% Average Norway 1% 6% 40% 30% 23% 0% Often Very often 3% 9% 32% 36% 21% 1% Finland Don’t know UK 2% 8% 25% 32% 33% 0% US 1% 6% 23% 33% 36% 0% AudienceProject Insights 2017 10 AudienceProject Insights 2017 11 STREAMING: TV, SERIES & MOVIES Streaming is on the rise. Now more than half of the population in the Nordics, UK & US are streaming TV, series or movies on a weekly basis. And among the 15-25 year olds, more people are streaming than watching traditional TV. Across all countries, Netflix is the dominating streaming service. AudienceProject Insights 2017 12 Streaming or downloading TV, series or movies on a weekly basis Denmark 52% Sweden 59% Norway 56% Finland 53% UK 59% US 67% AudienceProject Insights 2017 13 The number of people streaming or downloading TV, series or movies on a weekly basis has increased within the last year 59% 56% 55% 56% 52% 53% 2016 47% 45% 2017 Denmark Sweden Norway Finland AudienceProject Insights 2017 14 AudienceProject Insights 2017 15 Streaming or downloading TV, series or movies on a weekly basis Denmark 53% Denmark 52% Sweden 63% Sweden 54% Norway 59% Norway 52% Finland 54% Finland 53% UK 63% UK 54% US 71% US 63% AudienceProject Insights 2017 16 Streaming or downloading TV, series or movies on a weekly basis 84 79 78 78 74 72 72 72 70 70 71 69 63 65 62 60 60 57 54 51 52 46 Denmark 43 41 40 38 39 38 Sweden 27 Norway 23 Finland UK US 15-25 26-35 36-45 46-55 56+ AudienceProject Insights 2017 17 Devices used to stream or download TV, series or movies 58 59 56 53 53 53 53 49 50 49 46 43 38 35 36 35 36 35 34 34 34 33 31 Denmark 29 Sweden 23 Norway 15 13 11 Finland 7 6 UK US Computer Tablet Mobile Smart TV Video game console AudienceProject Insights 2017 18 AudienceProject Insights 2017 19 Netflix 64% DR TV 53% YouTube 41% Viaplay 21% TV2 Play 21% HBO Nordic 20% iTunes 5% Streaming and download C More 5% services used in Denmark Viafree 4% Filmstriben 3% Blockbuster 3% Dplay 2% Google Play 1% Amazon Prime 1% NOTE: The figures to the right represent the streaming services that are used by the ones who have used a streaming or download service to watch TV, series or movies within the last week Other 12% AudienceProject Insights 2017 1 YouTube 64% SVT Play 62% Netflix 59% TV4 Play 32% Viaplay 27% C More 18% HBO Nordic 14% Streaming and download Viafree 10% services used in Sweden Google Play 7% iTunes 6% Dplay 5% SF Anytime 3% Amazon Prime 2% Plejmo 1% NOTE: The figures to the right represent the streaming services that are used by the ones who have used a streaming or download service to watch TV, series or movies within the last week Other 5% AudienceProject Insights 2017 2 Netflix 72% NRK TV 60% YouTube 48% Viaplay 26% TV2 Sumo 26% Streaming and download HBO Nordic 18% services used in Norway Viafree 14% C More 6% iTunes 5% Google Play 4% Amazon Prime 1% Other 12% NOTE: The figures to the right represent the streaming services that are used by the ones who have used a streaming or download service to watch TV, series or movies within the last week AudienceProject Insights 2017 3 YLE Areena 56% Netflix 53% YouTube 47% MTV Katsomo 32% Ruutu 27% Streaming and download Viaplay 14% services used in Finland HBO Nordic 11% C More 9% Google Play 4% iTunes 2% Amazon Prime 1% Other 7% NOTE: The figures to the right represent the streaming services that are used by the ones who have used a streaming or download service to watch TV, series or movies within the last week AudienceProject Insights 2017 4 BBC iPlayer 66% Netflix 54% YouTube 49% ITV Player 36% Amazon Prime 33% All 4 30% Sky Go 18% Streaming and download Sky Store 13% services used in the UK Now TV 12% Google Play 8% iTunes 8% BBC Store 8% TalkTalk TV 2% Wuaki.tv 2% NOTE: The figures to the right represent the streaming services that BritBox 1% are used by the ones who have used a streaming or download service to watch TV, series or movies within the last week Other 12% AudienceProject Insights 2017 5 Netflix 78% YouTube 56% Amazon Prime 42% Hulu 31% HBO Go 15% Streaming and download HBO Now 14% services used in the US Google Play 14% iTunes 10% Playstation Vue 6% Sling TV 5% Other 11% NOTE: The figures to the right represent the streaming services that are used by the ones who have used a streaming or download service to watch TV, series or movies within the last week AudienceProject Insights 2017 6 Streaming or downloading TV, series or movies via illegal file sharing services Denmark 3% 15% Sweden 8% 28% Norway 7% 25% Finland 2% 11% UK 10% 10% US 16% 9% Use illegal file sharing services on a weekly basis Have used an illegal file sharing service at some point AudienceProject Insights 2017 27 Streaming or downloading TV, series or movies via illegal file sharing services 33 30 10 24 20 11 18 7 14 8 12 8 4 11 9 2 12 20 1 6 6 1 8 11 Use illegal file sharing services on a weekly basis DK SE NO FI UK US Have used an illegal file sharing service at some point DK SE NO FI UK US AudienceProject Insights 2017 28 Streaming or downloading TV, series or movies via illegal file sharing services DK weekly DK ever SE weekly 44 SE ever 37 42 39 NO weekly 36 33 10 NO ever 10 17 FI weekly 13 11 24 24 22 22 FI ever 18 10 13 13 9 UK weekly 6 9 7 UK ever 4 4 4 3 3 1 1 US weekly 6 17 18 4 17 28 4 10 12 2 17 26 2 9 4 0 10 19 1 5 2 0 4 6 0 1 1 1 2 2 US ever 15-25 26-35 36-45 46-55 56+ AudienceProject Insights 2017 29 Why illegal file sharing services are used to stream or download TV, series or movies 63 63 62 57 54 52 52 51 49 48 47 48 Denmark 29 30 Sweden 27 26 23 22 22 Norway 16 17 17 Finland 11 12 9 8 7 6 5 4 UK US Cheaper / Free Access to more content Better picture quality More convenient Other reasons AudienceProject Insights 2017 30 STREAMING: MUSIC & RADIO Streaming of music has long ago given the kiss of death to the ordinary record sales.