DR Audience Research MEDIA DEVELOPMENT 2018 DR Audience Research Department's annual report on the development of use of electronic media in Denmark Media Development 2018 02 Media Development 2018 03 Intro · page 4 THE THREAT AGAINST DANISH CONTENT Chapter 1 · page 6 THE DANES ARE STREAMLINING THE MEDIA USE Chapter 2 · page 16 RELATIONSHIPS CONTROL YOUNG PEOPLE’S MEDIA DAY Chapter 3 · page 20 LIFE STAGES IN THE DANISH TV LOUNGES Chapter 4 · page 26 NEWS USERS WITH A GUILTY CONSCIENCE Chapter 5 · page 32 THE PAST MEDIA YEAR Chapter 6 · page 34 YOU WILL NEVER FINISH YOUTUBE Chapter 7 · page 40 THE FUTURE MAKES A SOUND Chapter 8 · page 46 WHEN THE NEWS DISAPPEARED FROM FACEBOOK Chapter 9 · page 50 TOGETHER AND SEPARATELY Chapter 10 · page 56 GDPR – PROTECTION OR BUREAUCRACY? Chapter 11 · page 62 YOU ARE CHEATED ON THE WEB EVERY DAY Media Development 2018 04 THE THREAT AGAINST DANISH CONTENT 2018 saw a massive media debate in the light of the media settlement process. Subsidy schemes, news’ credibility and young people’s peculiar media habits that adults do not understand. Beyond these issues stands, however, the Danish content. Rarely has being Danish been higher on the agenda in the debate on the media and its role. And with good reason. The Danish content is extremely important. By Dennis Christensen DR Audience Research Media Development 2018 05 The Danish content is under more pressure than 'Long story short: We are a small country.' Few ever before. Waves of foreign content in the form of people live here, and we speak a strange language series and films are threatening Denmark's dykes. that even our closest neighbours must make an During the year, several different attempts have effort to understand. Therefore the Danish content been made to tame the rising waters with focuses, is important for us, but maybe not so important for subsidy schemes and VAT exemptions. But why is everybody else. it important to try to save the Danish content from changes in the media climate? In the Media Development 2018, we focus on the Danish content on TV, radio and digitally is given Danes' media habits and the major changes, which awards abroad. We take pride in that. So in any are these years washing over us like a global media case, this is something we are good at. But other tsunami. Therefore please remember the Danish countries' content also wins awards, and it will pro- content when you read about media streaming, bably be an exaggeration to say that Danish content YouTube or the battle for the clicks. is fundamentally better. The reason why we cherish the Danish content Enjoy reading the Media Development 2018. can be found in the many war defeats throughout history. The crux of the matter is Denmark's humble Dennis Christensen size. We are simply not very many to consume Head of DR Audience Research and pay for the Danish content. The commercial potential in an international market is really more difficult for a content where Danish is spoken and thought, rather than the content that takes place in English. This means that financing opportunities are limited – and that is why we are pretty much the only ones to pay. In the past, restrictions in the media distribution had the result that the Danes primarily had access to Danish newspapers and Danish TV and radio channels. This meant that the Danish content was protected and had a natural precedence in Danish channels. Now we have access to all the world’s content. The Internet's giants tempt the Danes with documentaries, films and series, which admittedly are not Danish, but which are still good. And there- fore an ever-larger share of the money goes abroad. This creates a challenge because we Danes find it easier to understand English-language content than others understand the Danish-language content. This means that a globalised content has a competitive advantage. Do you yourself ever consider whether your TV series are imported or locally produced? Medieudviklingen 2018 06 THE DANES' DAILY MEDIA USE The estimate is based on a variety of sources, including the official market measurements on radio and TV - but also a number of questionnaire surveys, where time consumption is not measured directly but calculated on the basis of the replies from the respondents. Period: 2018 Target group: 15-75 years Source: DR Audience Research 7h 16 min The Danes' daily media use 24h Media Development 2018 07 Chapter 1 THE DANES ARE STREAMLINING THE MEDIA USE On a daily basis, the Danes use 7 hours and 16 minutes on the media. Although the time consumption has fallen by approx. half an hour during the last few years, and part of the media usage is going on simultaneously, the high time consumption underlines the central role that the media plays in the life of the Danes. By Dennis Christensen & Henrik Gregor Knudsen DR Audience Research Media Development 2018 08 Previously the media was tied to specific periods therefore we have gathered the evaluation of TV, whole population this media category makes up of time, e.g. listening to the radio in the car on the radio and networks in this article. 6%, which is more than the printed media. If you way to work and watching TV while having a cup look at the young people, games and gaming make of coffee in the evening. Today, TV series are being STABLE DIGITAL PROGRESS up 10% of the media consumption, and even more watched in the bus, news are being checked in the Approx. 3 out of 5 minutes of the total media use among young boys. Fortnite, Counter-Strike and supermarket and music is being streamed in the are still used on the so-called traditional media such similar pursuits are so large phenomena that they fitness centre. It is hard to imagine that the Danes as television, radio and print. The development show up in our common media image – from DR3 are able to squeeze in more time for the media. has a digital direction, but it is not exponential. It is transmissions to footballers’ celebrations of a goal. This means that the media usage starts to overlap hardly dramatic. Even for the young, the decrease When all is said and written about the distribu- more than it has done in the past and takes over the in traditional media is limited. The balance of power tion of time consumption among young and old, it use of other media. The reason why the Danes' con- between the various media categories has there- is important to remember that here we are looking sumption of traditional TV has decreased in recent fore not changed much from 2017 to 2018, neither at the average. There is obviously a difference years is obviously that more and more are streaming for the young nor for the population in general. between young and old. In addition, we must not the TV content, but recent years’ increase in the So although a lot has undeniably happened with forget that there are also differences within the in- use of e.g. social media, gaming and streaming of the Danes’ media use in recent years, it is still not a dividual age groups. There are young people, who music has probably also reduced the traditional TV question of year to year revolutions. watch very traditional TV and who intensely worship consumption. The digital growth primarily occurs in one place, the radio, and there are Danes above the age of 60, When the total time consumption across the and that is in streaming. In 2018, young people use who have cut the cable and merrily facetime with media decreases, it is probably due to a shift from more time on streaming both audio and pictures, their grandkids. Media consumption is rarely either/ traditional media to a reality where more and more and among the public in general an increase can or. It is usually both/and. people stream. The TV stations have turned it into be found in streaming of video content. All other a science to lull viewers into a flow, which expertly media categories are experiencing a decline in time leads them on from one programme to the next. consumption. One reason for this must surely be THIS IS HOW WE HAVE Many streaming services are attempting to mime found in the ceiling effect: There are limits to how CALCULATED THE TIME this logic by auto-starting the next episode or much more time, Danes can spend on media than CONSUMPTION giving recommendations for content that is similar they do already. to what one has just seen. It takes about forty-five Where traditional TV still, with a third of the DR Audience Research has used a variety of sources minutes to watch Luksusfælden (the Luxury Trap) time consumption, is the clear dominant media to estimate the Danes' total media time consumpti- at Viaplay, while including advertisements it takes category, this media type is more peripheral on – including the official market measurements on about one hour on the TV3 flow channel. The among the young. Only a bit more than every tenth radio and TV - but also a number of questionnaire consumption of a streaming service is, therefore, minute is spent on traditional TV among the 15- to surveys, where time consumption is not measured as a starting point more time efficient than the 29-year-olds. Here, twice as much time is used directly but calculated on the basis of the replies consumption of a traditional TV channel.