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. Now, around half of the population in the Nordics, UK and US are streaming music or radio on a weekly basis. YouTube and Spotify are the preferred streaming services across all countries.
AudienceProject Insights 2017 31 Streaming or downloading music or radio on a weekly basis
Denmark 45%
Sweden 53%
Norway 52%
Finland 42%
UK 42%
US 58%
AudienceProject Insights 2017 32 Streaming or downloading music or radio on a weekly basis
Denmark 46% Denmark 44%
Sweden 60% Sweden 47%
Norway 57% Norway 47%
Finland 44% Finland 40%
UK 49% UK 36%
US 63% US 53%
AudienceProject Insights 2017 33 Streaming or downloading music or radio on a weekly basis
74 76 72 71 68 68 65 66 61 63 59 58 55 55 52 51 49 46 48 43 44 Denmark 38 32 Sweden 31 29 25 22 23 Norway 19 19 Finland UK US 15-25 26-35 36-45 46-55 56+
AudienceProject Insights 2017 34 Devices used to stream or download music or radio
85 83 79 74 73 69
58 56
45 46 Denmark 42 43 Sweden 32 33 25 Norway 21 22 23 18 Finland 14 12 11 8 8 7 8 4 4 UK 1 2 US Computer Tablet Mobile Smart TV Video game console
AudienceProject Insights 2017 35 AudienceProject Insights 2017 36 YouTube 41%
Spotify Premium 33%
DR Radio 32%
Spotify Free 20%
YouSee Musik 17%
iTunes 10% Streaming and download Telmore Musik 5% services used in Denmark SoundCloud 5%
Apple Music 4%
Tidal 4%
Google Play 2%
Deezer 1%
Other 9% 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 listen to music or radio within the last week
AudienceProject Insights 2017 7 Spotify Premium 68%
YouTube 54%
Sveriges Radio 36%
Spotify Free 16%
iTunes 6% Streaming and download Google Play 5% services used in Sweden SoundCloud 4%
Apple Music 3%
Deezer 1%
Tidal 1%
Other 9%
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 listen to music or radio within the last week
AudienceProject Insights 2017 8 Spotify Premium 60%
YouTube 45%
NRK Radio 30%
Spotify Free 13%
Tidal 11% Streaming and download iTunes 10% services used in Norway SoundCloud 6%
Google Play 6%
Apple Music 5%
Deezer 1%
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 listen to music or radio within the last week
AudienceProject Insights 2017 9 YouTube 47% 67%
Spotify Premium 39%
Spotify Free 30%
YLE Areena 23%
Streaming and download Google Play 7% services used in Finland SoundCloud 6%
iTunes 5%
Deezer 3%
Apple Music 2%
Other 10%
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 listen to music or radio within the last week
AudienceProject Insights 2017 10 YouTube 52%
Spotify Free 29%
Spotify Premium 25%
Amazon Music 19%
iTunes 18%
Streaming and download Apple Music 14% services used in the UK Google Play 14%
SoundCloud 13%
Deezer 9%
Pandora 3%
Tidal 2%
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 listen to music or radio within the last week
AudienceProject Insights 2017 11 YouTube 59%
Pandora Music 47%
Spotify Free 25%
iTunes 25%
Amazon Music 23%
Streaming and download Google Play 22% services used in the US Spotify Premium 18%
Apple Music 15%
SoundCloud 14%
Deezer 3%
Tidal 3%
Other 9%
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 listen to music or radio within the last week
AudienceProject Insights 2017 12 Streaming or downloading music or radio via illegal file sharing services
Denmark 2% 3%
Sweden 5% 29%
Norway 4% 16%
Finland 2% 13%
UK 8% 6%
US 13% 6%
Use illegal file sharing services on a yearly basis Have used an illegal file sharing service at some point
AudienceProject Insights 2017 43 Streaming or downloading music or radio via illegal file sharing services
36
22
7 22
16 7
5 11 10 5 5 2 4 7 5 2 11 17 1 3 3 2 6 9 Use illegal file sharing services on a yearly 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 44 Streaming or downloading music or radio via illegal file sharing services
DK yearly DK ever SE yearly 43 39 SE ever NO yearly 33 29 10 25 NO ever 8 26 6 17 22 19 FI yearly 8 11 FI ever 7 13 14 9 UK yearly 8 3 5 4 2 4 4 3 4 UK ever 2 2 0 US yearly
2 6 8 3 14 21 3 7 4 3 12 23 4 6 5 2 10 20 1 6 3 1 4 7 1 1 2 0 3 2 US ever 15-25 26-35 36-45 46-55 56+
AudienceProject Insights 2017 45 Why illegal file sharing services are used to stream or download music or radio
66 64 62 57 56 55 50 48 49 46 40 38 Denmark 33 33 Sweden 28 27 25 25 26 25 22 Norway 16 16 14 Finland 8 8 5 UK 3 4 4 US
Cheaper / Free Access to more content Better sound quality More convenient Other reasons
AudienceProject Insights 2017 46 Methodology
The study is a part of AudienceProject Insights 2017. Data is collected through online surveys done in Q1 and Q2 2017. The respondents have been selected from our Nordic, UK and US panels consisting of more than 1 million panelists and weighed to achieve representativity on the more than 14.000 respondents who completed the survey.
ABOUT THE Editor & Data About AudienceProject Rune Werliin [email protected] AudienceProject has its roots in market +45 60 17 77 76 STUDY research, technology and large scale Text & Design data. It helps brands, agencies, publish- Martin Kokholm ers and e-commerce companies iden- [email protected] tify, target and vaildate audiences. The +45 25 61 32 19 products range from audience planning, validtaion and targeting on socio demo- Contact graphics as well as other variables. [email protected]
Website www.audienceproject.com
Twitter @Audience_P #apinsights2017
AudienceProject Insights 2017 47 AudienceProject Insights 2017 48