MEDIA DEVELOPMENT 2017 DR Audience Research Department's Annual Report on the Development of Use of Electronic Media in Denmark Media Development 2017 02
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DR Audience Research MEDIA DEVELOPMENT 2017 DR Audience Research Department's annual report on the development of use of electronic media in Denmark Media Development 2017 02 ISBN 978-87-995081-6-7 Media Development 2017 03 Intro · page 4 EVERYTHING WAS BETTER IN THE OLDEN DAYS Chapter 1 · page 6 OLD TV IN NEW PACKAGING Chapter 2 · page 12 CHANGES ON THE RADIO MARKET Chapter 3 · page 16 NATIONAL WEB MEDIA VERSUS GLOBAL GIANTS Chapter 4 · page 22 THE LARGE COMMUNITY MAKES SPACE FOR THE LITTLE ONES Chapter 5 · page 28 STREAMERS ARE ALSO CREATURES OF HABIT Chapter 6 · page 34 THE BATTLE FOR THE STORY Chapter 7 · page 40 TEENAGE BOYS HAVE FUN WITH HEAD SHOTS Chapter 8 · page 44 THE PAST MEDIA YEAR Chapter 9 · page 46 FAKE NEWS HAS NOT DESTROYED CREDIBILITY Chapter 10 · page 54 THE NEXT GENERATION OF NEWS CONSUMERS Chapter 11 · page 58 YELLOW NEWS IS NOT ALWAYS BREAKING NEWS Chapter 12 · page 64 ARE YOU DOWN WITH THE DANES? Media Development 2017 04 EVERYTHING WAS BETTER IN THE OLDEN DAYS The debate about the media is keener than usual, and the dominating narrative is negative: The media’s credibility is at rock bottom, young people have isolated themselves on social media, and the media’s business models are in ruins. But was everything better in the olden days? Maybe not. By Dennis Christensen DR Audience Research Media Development 2017 05 The development of the media is full of challenges. worried about the younger generation. But, like Traditional business models are being squeezed, the generation before them, this generation of the foreign media giants are resting on their media users will probably get by too. Not in the users and their money, and the Danes are worried same way as their parents, but in their own way. about fake news. But the story of general decline Because the truth is that the media world is not is, however, only one of several tales about the completely bad: Some things were definitely better development of the media, mainly because it’s hard in the olden days, but a lot is better now. And this for the positive stories to make themselves heard. But is the subtle message we will be trying to share in they are there. You just have to look a little closer. Medieudviklingen 2017. Although we have been talking about fake news all year, we have not been able to identify any negative change in the Danes’ trust of the Dennis Christensen major Danish news media, and although the Danes Head of DR Audience Research express some concern about fake news, they do consider themselves able to distinguish right from wrong. At the same time, they are critical of the source of what they encounter on social media. For do you trust the media? Do you trust the Internet? Do you trust the social media? Or rather, maybe you trust the Berlingske. Information, Detektor or perhaps Kåre Quist. People trust the Internet and social media less, perhaps because they know full well that it’s a very mixed bag they encounter out there. But they still trust the media they are familiar with. The young have, quite rightly, taken the new media offerings on board, and are major consumers of social media and streaming services. It’s quite clear that, when there are only 24 hours in the day and space has to be made for Snapchat and YouTube and Spotify and Facebook and Instagram and all the other new stuff, some of the traditional media must move aside. But there is also still time to watch The Great Bake off with the family. DR still has contact with more young people throughout the week than Netflix. And there is still the truth about young people’s media consumption: It’s not either or - it’s both and. Instead of spending most of their media time on a couple of simple media platforms, young people share their media time more evenly between media and platforms than their parents. Naturally, the parental generation will be more Media Development 2017 06 DAILY TV TIME SPENT The time consumption in 2017 includes deferred viewing 1-7 days after the time of broadcast. Target group: 3+ years Source: Kantar Gallup TV-Meter 2h 38 min 2016 2h 30 min 2017 Media Development 2017 07 Chapter 1 OLD TV IN NEW PACKAGING The use of traditional TV continues to decline as more and more people are streaming. New opportunities to measure the Danes’ consumption of moving images has not revolutionised the global picture, but they do open up new methods for understanding the TV medium. By Henrik Gregor Knudsen & Katrine Green DR Audience Research Media Development 2017 08 TV viewing by the Danes has fallen from 2 hours and Overall, a further consolidation of the market is 38 minutes in 2016 to 2 hours and 30 minutes in taking place, in that the four large channel families 2017. Most of the decrease can be explained by the increased their viewer numbers to 95% in 2017. fact that figures for viewing now include the entire This means that smaller channel families on the population, not just TV households, while the inclu- Danish market such as Disney, Viacom and Turner sion of deferred viewing gives an increase of around must surrender some of viewers. The small channel 4 minutes. If the many changes in methodology families are pressured by the fact that more Danes at the end of the year are disregarded, the actual are switching to smaller TV packages. In addition, decrease can be said to be a couple of minutes. many people search against their preferred The fall in TV consumption reflects a continued streaming service before zapping past the channel polarisation between the younger and the older sites where a lot of the small commercial channels parts of the population. For example, 27% of the can be found. 20-39-year olds have opted out of a traditional TV signal, which only 3% of the population over 40 REUNION WITH OLD GOLD years of age have. At the same time, time spent As we all know, old love never rusts, and this among children and young people has reached also applies to the Danes’ choice of TV content. historically low levels, while the level among the The best example is Matador, which was shown for older viewers remains high the seventh time on prime-time TV on DR1, to the delight of almost 1 million viewers. An examination ALMOST EVERYTHING IS DONE THE OLD WAY of the ten most viewed programme series on DR1, The new viewer measurement, which came into TV 2, TV3 and Channel 5 shows that around three force at the beginning of the year, does not alter out of four programmes are either repeats or new the balance of power on the Danish TV market episodes of old programme formats. fundamentally. TV 2 is still the largest, followed by The list of old viewer gold includes, among DR, while MTG and Discovery Networks compete others, X Factor, Den store bagedyst (The Great Bake for third place. DR gains the most from including off) and Gift ved første blik (Married at First Sight) online viewing, while TV 2 gains somewhat less. on DR1, while TV 2 continues to enjoy success with This is due in part to the fact that DRTV is a much- Badehotellet (The Beach Hotel), Årgang 0 (Year 0) used streaming service, and partly that TV 2 owns and Vild med dans (Strictly come dancing). In 2017, a news and sports channel which is only watched TV3 has broadcast and repeated over 700 episodes with time-deferment to a limited extent. of Luksusfælden (The Luxury Trap) and has also had After a 2016 with Football World Cup and the success with Robinson ekspeditionen (The Robinson Olympics, both DR1 and TV 2 must give up some Expedition), which was first shown in 1998. proportion of viewers in 2017. Both DR and the TV 2 Predominantly Danish drama can be found family are experiencing progress on several of the amongst the most popular new programmes in niche channels, however, which compensates in 2017 - including Mercur on TV 2 Charlie, Herrens part for the loss of the main channels. DR K and TV veje (The Ways of the Lord) on DR1 and Der kommer 2 News in particular have had a remarkably strong en dag (A Day Will Come) on TV 2. In addition, DR1 year. MTG and Discovery Networks are historically has had, on average, just under 900,000 viewers close and are enjoying particular success on of Historien om Danmark, while TV3 and Channel account of their rights to football, which is both an 5 have enjoyed success with Forsidefruer (Front- attractive live product and an important factor in Page Women) and Brygmann og krigsveteranerne determining the size of the TV package. (Brygmann and the War Veterans). Media Development 2017 09 SHARE OF VIEWERS DIVIDED INTO CHANNEL FAMILIES Period: 2017 Target group: 3+ years Data: Live + VOSDAL + TS Source: Kantar Gallup TV-Meter 37,9% 36,7% 10,4% 10,1% 4,9% TV 2 DR MTG Discovery Other Networks Media Development 2017 10 INTERNATIONAL PREDOMINANCE present time, however, part of the official branch ON THE STREAMING MARKET measurement - and even if it were, it would not be NEW VIEWER MEASUREMENT 46% of Danes stream films and TV series at least possible to compare youtuber, as YouTube once a week, and this figure rises to 83% among is not part of the branch measurement either.