Polaris Nordic Digital Music in the Nordics
January 2020 By: Thomas Røssel & Camilla Louise Brandt Digital Music Services in the Nordics 2020 Content
3 Background, Method and Key Findings 7 Results
8 Streaming
21 Behaviour
30 Attitudes
33 TV/movie streaming
39 Measuring streaming of music and TV streaming pre- and post Corona lockdown 49 About YouGov
2 Background
3 Digital Music Services in the Nordics 2020 Purpose of the 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, 2017 and 2018. In 2020, the data from 2018 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
• Behaviour and attitude on music streaming
• TV/movie streaming
4 B a c k g r o u n d Methodology
Sample Methodology Interviews Field Period National representative The data collection was carried DK: 1.024 interviews 27 December 2019– 9 sample on gender, region, out online using the Nordic SE: 1.015 interviews January 2020 and age (12–65 years old) in YouGov Panel NO: 1.016 interviews Denmark, Norway, Sweden FI: 1.024 interviews and Finland
Display of results
Flags are used to 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 Music consumption – Nordics and countries Key Findings
• Across the Nordics, 9 in 10 stream music. The share of music streamers has increased since last year in Denmark, Norway, and Finland. • Across the Nordics, the main reasons for not subscribing to a paid streaming service are that it is too expensive or because you have so • The Nordic average of music streaming per day is 3.2 hours, while many options for streaming music for free that it does not seem relevant Norwegians listen the most with an average of 3.6 hours per day. to pay for a subscription-based music streaming service. • Since last year, the share of premium subscribers has increased in • In general, the interest in attending concerts has increased over the Denmark (from 46% to 56%), Norway (from 50% to 55%), and Finland (from years. Across the Nordics, 62% of the total population have attended a 26% to 32%) while Sweden maintains the same high level (from 51% to concert, festival or other musical performance during the last year, and 52%). the active concert-goers on average attend 3.1 concerts a year. • Finland is the country with the highest share of people who only stream • Pop & Rock are the most favoured genres across the Nordics. music on free services such as YouTube and social media. • 50% listen to their own music library within music digital services. Finns • Subscribers to paid music streaming services (49% of the population) tend and Norwegians especially use mood/vibe playlists. to subscribe more to video streaming services than the general population in each country. In addition they are also more frequent concert-goers. • Across the Nordics, the usage of TV/ movie streaming services has (72% vs. 62%). increased in comparison to last year. Denmark and Norway are, with more than 70%, the two countries with the highest shares of people • YouTube is still the most used digital service for music streaming across subscribing to at least one service TV/movie streaming service. the Nordics and has increased its share in all countries except Finland. • Across all four Nordic countries, there are significant increases in the • Spotify is the second most used music streaming service. In all countries, share of people who subscribe to Netflix, Viaplay, and HBO Nordic. paid versions are used more in total than free versions of Spotify. The Premium version is the single most used version in Denmark, Sweden and Norway, whereas the Free version is the single most used version in Finland.
6 Results
7 Streaming
8 Music consumption – Nordics and countries Across the Nordics, 9 in 10 stream music. More than half of the population in Sweden and Norway and half of the Danish population have a paid subscription to a music streaming service
Music streamers 91% 90% 92% 92% 90%
(2018: 90%) (2018: 86%) (2018: 92%) (2018: 88%) (2018: 92%)
Premium subscribers/ 49% 56% 52% 55% 32% bundlers* (43%) (46%) (51%) (50%) (26%) Only use free/trial versions 42% 34% 40% 37% 58% (do not have any paid (47%) (40%) (41%) (38%) (67%) subscription) 9% 10% 8% 8% 10% Non streamers (11%) (14%) (8%) (12%) (8%)
Average music 3.2 2.8 3.5 3.6 2.9 streaming time per day (among streamers) hours hours hours hours hours
This year, respondents were asked to estimate their daily time spent using different services, so the results are not directly proportional to previous years, when 9 respondents were asked to estimate their weekly time spent. However the trend suggests that the time spent using different services has continued to increase. Daily hours used on streaming paid and free/trial digital audio streaming services incl. social media – Nordics and countries On a daily basis, 0.4 more hours are spent on free streaming compared to paid versions measured per music listener. Danes spend less time on paid music streaming services compared to the other Nordic countries, whereas Norwegians spend the most time listening to paid music streaming services.
3 Daily hours – free/trial versions
Daily hours – paid services
2 2.6 2.6 2.4
2.4 2.1 2.0 2.0 2.0 2.0 1.7 1
0
This year, respondents were asked to estimate their daily time spent using different services, so the results are not directly proportional to previous years, when 10 respondents were asked to estimate their weekly time spent. However the trend suggests that the time spent using different services has continued to increase. Nordic profile of people with a paid audio streaming service 49% (in comparison to the general population) No gender differences
More 12–17 (15% vs. 11%) and 18–29 (26% vs. 20%) year olds and fewer 50–65 year olds (18% vs. 29%) Premium subscribers/bundlers 49% Yearly household income of more than 700,000 DKK/SEK/NOK (EUR 94,000) (32% vs. 28%)
Much more frequent concert-goers (72% vs. 62%)
Favourite music genres are: Rap/Hip-Hop (26% vs. 20%), Alternative & Indie (16% vs. 12%), Urban/R&B (16% vs. 13%), Dance & Electronic (22% vs. 19%) and Pop (60% vs. 56%),
Many more subscribers of TV/movie streaming services, especially Netflix (66% vs. 49%), HBO Nordic (28% vs. 19%) and Viaplay (29% vs. 21%)
More who find it important to have access to all the music they like, when choosing a music service (63% vs. 46%)
More who find it important that a music service is easy to use on multiple devices and platforms (38% vs. 25%) 11 Nordic profile of people with only a free/trial version of an 42%
audio streaming service No gender differences (in comparison to the general population) More aged 50–65 (36% vs. 29%) and fewer aged 18–29 (15% vs. 20%) Less in the highest income group (22% vs. 28%) More Finns (35% vs. 25%) than Danes (21% vs. 25%), Norwegians Only use free/trial (22% vs. 25%%), and Swedes (23% vs. 25%) versions 42% Less frequent concert-goers (42% vs. 36%) (do not have any paid subscription) More strongly represented among people who favour the genres: Schlager/Traditional (19% vs. 15%), Country (18% vs. 16%) and Blues (16% vs. 14%) More have purchased CD’s in the past 12 months compared to the population (17% vs. 14%) More on YouTube compared to the general population: More listen to/watch music videos on YouTube (86% vs. 75%), more discover new favourite songs on YouTube (19% vs. 13%) More also discover new favourite songs on the radio (40% vs. 36%) Use free/trial (Spotify with ads) much more than others (87% vs. 34%) When choosing a music service for listening to music, many more find it important that the music service is free (48% vs. 29%) Fewer have a paid subscription to video streaming services, Netflix (35% vs. 49%), HBO Nordic (11% vs. 19%), and Viaplay (14% vs. 21%) especially 12 Top audio and video services used for streaming of music – Nordics and countries Across all four Nordic countries, YouTube is the most used digital music service for music. Spotify comes in second. Both Facebook and Instagram are in the top 5 in most countries
69% 75% YouTube 66% YouTube 73%
44% 67% 38% 69% Spotify 38% Spotify 64% 33% 64% 20% 21% 19% 19% YouSee Musik 18% Facebook 21% Nordics 18% 17% 17% 12% Facebook 2020 Instagram 2020 2020 YouTube 2018 10% 2018 75% 8% Instagram 9% SoundCloud 8% 2017 2017 Spotify 9% 56% 10% 2015 2015 Facebook 20%
73% Instagram 69% 15% 82% YouTube YouTube 85% YouTube Music 9% 60% TikTok 7% 52% Spotify 58% 51% 55% Spotify 46% 50% 38% 22% 25% 19% Facebook Facebook 18%
15% 11% 16% Instagram 2020 Instagram 12% 6% 2020 2018 10% 2018 2017 9% TikTok TikTok 2017 2015 2015
Q7a Which of the following digital music services do you Q7b Which of the following digital services/social media do use when listening to music? you use to watch or listen to music or music videos? 13 Base: All Base: All Version of Spotify used in the past 12 months – Nordics and countries In all countries, paid versions are used more in total than free versions of Spotify. The Premium version is the single most used version in Denmark, Sweden and Norway, whereas the Free version is the single most used version in Finland
Free version 37% Premium subscription 43% Premium subscription 29% Free version 31% Family subscription 25% Family subscription 27% Student subscription 7% Student subscription 4% 2020 Trial version Nordics Trial version 2020 4% 42% free/trial 3% 34% free/trial Bundled 4% Bundled 1% 68% paid/bundle/family 2020 75% paid/bundle/family Duo subscription 3% /duo/student Duo subscription 1% /duo/student Premium subscription 40% Free version 34% Family subscription 25% Student subscription 5% Trial version 5% Duo subscription 1% Bundled 1%
Premium subscription 48% Free version 49% Family subscription 29% Premium subscription 35% Free version 23% Family subscription 19% Trial version 4% Spotify usage Trial version 7% 2020 Student subscription 2020 Student subscription 4% Note! Q9a was multiple choice 5% 27% free/trial 57% free/trial Bundled 1% question, so the total percentages Bundled 1% 82% paid/bundle/family are more than 100% 62% paid/bundle/family Duo subscription Duo subscription 1% /duo/student 1% /duo/student
Q9a Which version of Spotify have you used within the last 12 months? Base: Users of Spotify 14 Daily time spent on the top 5 audio and video services used for streaming of music – Nordics and countries Out of the top 5 digital services used for streaming, the most time is spent on paid/bundle Spotify subscriptions. In general, Swedes and Norwegians have a longer time consumption on all services shown below
Nordics average
2,50 1.8 hours Nordics average Nordics average Nordics average Nordics average
2,00 1,9 1.1 1.3 Nordics average 1.3 hours hours hours 1.2 1,9 1,9 hours 1,7 1.0 1,4 1,50 hours 1,4 1,4 1,3 1,3 1,3 1,2 1,2 1,2 1,1 1,2 1,1 1,1 1,2 1,1 1,0 1,00 1,0 1,1 0,9 1,0
0,50
0,00 Free/trial version Paid/bundle
This year, respondents were asked to estimate their daily time spent using different services, so the results are not directly proportional to DK SE NO FI Q8a In a typical week, how many hours per day do you spend listening previous years, when respondents were asked to estimate their weekly to music or watching music videos on the following digital services? time spent. However the trend suggests that the time spent using15 Base: Use digital service to listen to music different services has continued to increase. Daily time spent on the audio and video services used for streaming of music – Nordic overview Across the Nordics, YouTube and Spotify accounts for more than half of all time spent on daily music streaming.
Nordic overview: Share of time spent on audio and video services used for music streaming
Others; 13%
YouTube; 25% Apple Music (Paid/bundled); 2% YouSee Musik; 2% Share of time used on paid vs. free music streaming:
SoundCloud; 2%
YouTube Music (Free/trial/don't know); 3% Paid; 32%
iTunes; 3%
Other digital service; 3%
TikTok; 4% Free; 68%
Instagram; 6%
Spotify (Paid/bundled); 22%
Facebook; 7%
Spotify (Free/trial/don't know); 8%
This year, respondents were asked to estimate their daily time spent using different services, so the results are not directly proportional to Q8a In a typical week, how many hours per day do you spend listening previous years, when respondents were asked to estimate their weekly to music or watching music videos on the following digital services? time spent. However the trend suggests that the time spent using16 Base: Use digital service to listen to music different services has continued to increase. Daily time spent on the audio and video services used for streaming of music – Nordic overview Across the Nordics YouTube and Spotify accounts for roughly half of all time spent on daily music streaming.
Others; 12% Tidal (Paid/bundled); 2% Apple Music Others; 13% Spotify (Paid/bundled); 2% (Paid/bundled); TELMORE Musik; 2% YouTube; 25% 26% This year, respondents were asked to SoundCloud; estimate their daily time spent using 2% YouTube Music (Free); 2% different services, so the results are not TikTok; 3% TikTok; 2% directly proportional to previous years, SoundCloud; YouTube Music 3% (Free); 3% when respondents were asked to estimate Other digital their weekly time spent. However the trend service; 3% Other digital service; 3% suggests that the time spent using different Instagram; 4% Instagram; 7% services has continued to increase.
Spotify Facebook; 8% (Paid/bundled); 18% Facebook; 8% YouTube; 25%
Spotify (Free); Spotify (Free); 8% YouSee Musik; 9% 8%
SoundCloud; 2% Others; 9% Spotify Others; 18% (Paid/bundled); YouTube Music 26% (Free); 3% Apple Music YouTube; 31% (Paid/bundled); 2% Other digital service; 4%
YouTube Music TikTok; 5% (Free); 3% Other digital service; 3% Instagram; 7% TikTok; 5%
Spotify (Free); Facebook; 7% 6% YouTube; 23% Instagram; 6% Spotify Spotify (Free); Facebook; 8% (Paid/bundled); 13% 20%
Q8a In a typical week, how many hours per day do you spend listening to music or watching music videos on the following digital services? 17 Base: Use digital service to listen to music Daily time spent on the paid and free audio and video services used for streaming of music – Nordic overview Across the Nordics, two -third of all time spent comes from free music streaming.
Share of time used on paid vs. free music streaming: Share of time used on paid vs. free music streaming:
This year, respondents were asked to estimate their daily time spent using Paid; 32% different services, so the results are not Paid; 37% directly proportional to previous years, when respondents were asked to estimate their weekly time spent. However the trend suggests that the time spent using different services has continued to increase. Free; 63% Free; 68%
Share of time used on paid vs. free music streaming: Share of time used on paid vs. free music streaming:
Paid; 23%
Paid; 35%
Free; 65%
Free; 77%
Q8a In a typical week, how many hours per day do you spend listening to music or watching music videos on the following digital services? 18 Base: Use digital service to listen to music Reasons for not subscribing to a music streaming service – Nordics and countries Across the Nordics, 1 in 4 do not subscribe to a paid streaming service because it is too expensive or because they have so many options for streaming music for free that they don’t see why they should pay
DK 29% 31% 2020 “I listen to music so little I don't SE 29% need a paid version of the service” NO 28%
FI 35%
DK 22% 26% 2020 “There are many options for SE 21% Nordics average 2020 streaming music for free, so I don't see why I should pay” NO 21% FI 37%
DK 23% 2020 SE 26% 25% “Paid services are too expensive” NO 23%
FI 26%
DK 9% 2020 “My financial situation does not SE 19% 16% allow any extra expenses at all” NO 14%
FI 22%
Q8c Why don't you have a (paid) subscription to a music streaming service such as Spotify or Apple Music? 19 Base: Does not have a subscription to a music streaming service Reasons for not subscribing to a music streaming service – Nordics and countries Not being bothered by ads is not a main reason for not subscribing to a music streaming service with as few as 16% stating that they are not bothered by ads in the free services. Using someone else’s paid service or spending one’s music budget on music items like CDs and LP’s are not main reasons either
12% 16% 2020 “Ads in the free service don't 17% bother me” 17%
19%
15% 2020 “The features of a paid service are 7% 12% not so good that I'm willing to pay for them” 9% 16% Nordics average 2020 8% 2020 “I spend my music budget on LPs/ 8% 10% concerts/CDs” 9%
13%
7% 2020 “I use someone else's paid service, 6% 6% but do not pay myself” 10%
4%
Q8c Why don't you have a (paid) subscription to a music streaming service such as Spotify or Apple Music? 20 Base: Does not have a subscription to a music streaming service Behaviour
21 Concerts – Nordics and countries In the Nordics, 2 in 3 annually attend a concert. Those who go to concerts attend on average 3 concerts a year
3,1 3,1 3,1 3,0
62% 62% 58% 3,2 3,3 3,2 3,0 3,0 3,2 3,0 56% 2,9 3,1 3,1 3,1 3,1 3,0 2,9 2,9 2,8 68% 63% 64% 64% 62% 60% 62% 61% 61% 59% 57% 57% 55% 57% 52% 52%
2015 2017 2018 2020 2015 2017 2018 2020 2015 2017 2018 2020 2015 2017 2018 2020 2015 2017 2018 2020
Q3 In the past 12 months, have you been to a concert, Q4 How many concerts, festivals or other live music events music festival or other live music event or musical have you been to during the past 12 months? (Average) performance? Base: Have been to a concert in the past 12 months 22 Base: All Favourite music genres – Nordics and countries Pop & Rock are the most favoured genres across the Nordics
13% 60% 54% 56% World Music/Reggae/Latin etc. 15% Pop 53% 11% 14% 57% 16% 45% 45% 45% 15% Rock 41% 15% 51% Urban/R'n'B/Soul/Funk 12% 13% 10% 27% 28% 24% Vintage pop/rock (50s-70s) 20% 12% 21% 13% Alternative & Indie 12% 12% 17% 11% 26% 23% Hard Rock/Metal 19% 30% 8% Nordics average 10% 19% Punk/Punk Rock 13% 11% 17% 20% Rap/ Hip-Hop 22% 15% Denmark 23% 14% 19% 21% 20% Jazz 11% 11% Sweden Classical music 20% 10% 19% 9% 15% Norway 21% 19% 8% Electronic/Dance/EDM 19% 9% 8% 22% Traditional folk music 7% 6% Finland 23% 19% 18% Acoustic singer/songwriter 13% 5% 17% 6% 6% Contemporary music/Art music 5% 16% 7% 16% 16% Country 20% 13% 2% 2% 2% 7% None of these 2% 17% 15% 3% Schlager/Traditional dancemusic 6% 31% 4% 15% 4% 4% 14% 14% Don't know Blues 15% 3% 13% 4% 0% 25% 50% 75% 100% 0% 25% 50% 75% 100%
Q5New What are your favourite genres of music? Base: All 23 Types of playlists listened to on digital services used – Nordics and countries In the Nordics, 50% listen to their own music library inside music digital services, Finns and Norwegians especially use mood/vibe playlists
48% My own music library inside the service 53% 50% 53% 46%
18% Mood/vibe playlists 23% 34% 29% 39%
27% Personalized playlists recommended to me by the service 33% DK 25% 27% 23% SE
21% NO New music playlists 21% 23% 20% 14% FI
14% Branded playlists by a radio station or an event 9% 11% 14% 12%
24% Don´t know 22% 18% 23% 22%
Q10b What do you listen to on the digital music services you use? Base: All 24 Channels where a new song was discovered – N o r d i c s Radio is still the main channel for discovering new songs
36% 36% I heard it first on the radio 37% 39%
13% 11% I heard it first on YouTube 12% 10%
13% I heard it first in a playlist or as a recommendation on a streaming service
10% 2020 11% A friend played the song 9% 11% 2018 6% 2017 I discovered the song via Facebook, Instagram, TikTok or similar social media 2015 8% 6% I heard it first on TV 7% 6%
1% 2% I heard it first on some other Internet site 2% 3%
2% 2% I heard it first at a concert 2% 2%
Q21 Think back to the last time you discovered a new song/piece of music you really liked: How did you discover it? 25 Base: All Channels where a new song was discovered – c o u n t r i e s Radio is still the main channel for discovering new songs
42%45% 31% 31% I heard it first on the radio 44% I heard it first on the radio 33% 33% 46% 12% I heard it first in a playlist or as a recommendation 16% I heard it first on YouTube 10% 9% on a streaming service 9% 12% 13% 8% 11% A friend played the song 9% I heard it first on YouTube 9% 9% 12% 2020 9% 9% I heard it first in a playlist or as a 11% 2020 A friend played the song 11% recommendation on a streaming service 12% 2018 I discovered the song via Facebook, 4% 2018 I discovered the song via Facebook, Instagram, 6% Instagram, TikTok or similar social media TikTok or similar social media 2017 5% 9% 4% 2017 6% I heard it first on TV 6% I heard it first on TV 7% 2015 5% 7% 2% 2% 5% 2015 2% I heard it first on some other Internet site 5% I heard it first at a concert 1% 3% 1% 3% 1% 3% 3% I heard it first at a concert 3% I heard it first on some other Internet site 5% 5% 3%
31% 38% 30% 37% I heard it first on the radio 32% I heard it first on the radio 37% 36% 41% 14% 15% 12% 10% I heard it first on YouTube 9% I heard it first on YouTube 10% 9% 10% 14% I heard it first in a playlist or as a recommendation I heard it first in a playlist or as a recommendation 13% on a streaming service 2020 on a streaming service 11% 8% 2020 I heard it first on TV 7% 9% 15% 8% 2018 A friend played the song 15% 12% 9% 2018 11% A friend played the song 12% 7% 10% 2017 I discovered the song via Facebook, Instagram, TikTok or similar social media 2017 I discovered the song via Facebook, Instagram, 6% 2015 7% TikTok or similar social media 6% 2015 I heard it first on TV 6% 5% 3%3% I heard it first at a concert 3% 1% 3% 4% I heard it first on some other Internet site 5% 1% 5% I heard it first on some other Internet site 5%7% 6% 1% 2% I heard it first at a concert 2% 2% 26 Q21 Think back to the last time you discovered a new song/piece of music you really liked: How did you discover it? Base: All Channels where a new song was discovered – b y a g e Radio is primarily used to discover new music by people over 30 years old. Young people primarily discover new music through friends and social media
12-17 27% 15% 19% 15% 13% 10% 8% 12% A friend played the song 10% 10% 9% 13% 10% 7% 8% 5% 10% 9% 8% 7% 18-29 20% 15% 26% 16% 14% 13% 15% 21% I heard it first on YouTube 19% 18% 16% 14% 30-39 7% 13% 17% 20% 7% 8% 7% 8% I discovered the song via Facebook, 20% 21% 22% 21% 40-49 5% 9% 12% 8% Instagram, TikTok or similar social 3% 9% 4% 3% media 2% 2% 3% 4% 2% 2% 2% 4% 50-65 14% 9% 4% 7% 29% 20% 17% 19% I heard it first on the radio 38% 21% 20% 35% 47% 38% 35% 43% 56% 46% 50% 58% I heard it first in a playlist or as a 6% 20% 15% 30% 18% 26% 26% 24% recommendation on a streaming 10% 21% 22% 14% service 9% 14% 13% 9% 4% 7% 3% 5% 3% 6% 7% 6% 5% 9% 10% 5% I first heard it in a TV series/in a movie 6% 10% 14% 11% 4% 4% 8% 6% 6% 11% 13% 6% 2% 2% 1% 1% 3% 4% 6% 2% I heard it first at a concert 5% 1% 1% 1% 2% 3% 7% 1% 2% 2% 2% 2% 2% 0% 0% 0% I heard it first on some other Internet 1% 2% 1% 2% 1% 0% 1% 1% site 3% 2% 1% 2% 2% 1% 1% 1%
Q21 Think back to the last time you discovered a new song/piece of music you really liked: How did you discover it? 27 Base: All Purchase of music – N o r d i c s The number of people who purchase music is declining on a Nordic level. The decline is caused by fewer people purchasing CD’s
13% 14% Yes, I have purchased music downloads 16% 16% 2020 2018 14% 15% 2017 Yes, I have purchased CDs 18% 2015 19%
7% 6% Yes, I've purchased albums or singles in vinyl format 7% 5% NET: Have purchased music 4% 2% Yes, I've purchased music in other physical format 3% 3% 30% 31% 35% 34%
Q6 In the past 12 months, have you purchased music in the form of downloads (iTunes etc.), or physical format, such as CDs or vinyl? 28 Base: All Purchase of music – C o u n t r i e s Since 2015, the number of people who purchase music has declined significantly in Denmark, Sweden, and Norway while Finland holds a steady level
10% 12% 11% 11% Yes, I have purchased music downloads 15% 2020 Yes, I have purchased music downloads 15% 2020 14% 14% 2018 2018 11% 13% 13% 2017 14% 2017 Yes, I have purchased CDs 15% Yes, I have purchased CDs 16% 19% 2015 17% 2015 8% 8% Yes, I've purchased albums or singles in vinyl 6% Yes, I've purchased albums or singles in vinyl 6% format 7% format 7% 4% NET: Have purchased music 6% NET: Have purchased music 4% 5% 2% 26 27 32 32 3% 29 28 32 34 Yes, I've purchased music in other physical format 3% % % % % Yes, I've purchased music in other physical format 2% % % % % 2% 3%
19% 12% 21% 11% 2020 Yes, I have purchased music downloads 20% 2020 Yes, I have purchased music downloads 13% 24% 10% 2018 2018 13% 18% 2017 Yes, I have purchased CDs 15% 2017 Yes, I have purchased CDs 17% 20% 22% 2015 19% 2015 22% 8% 5% Yes, I've purchased albums or singles in vinyl 7% Yes, I've purchased albums or singles in vinyl 5% format 8% format 6% 8% 3% NET: Have purchased music NET: Have purchased music 4% 2% 4% 3% Yes, I've purchased music in other physical format 4% 35 39 41 41 Yes, I've purchased music in other physical format 4% 31 30 35 30 4% % % % % 2% % % % %
Q6 In the past 12 months, have you purchased music in the form of downloads (iTunes etc.), or physical format, such as CDs or vinyl? 29 Base: All Attitudes
30 Attitudes towards music and rights – Nordics and countries Across the Nordics, 7 in 10 agree that it is fair that online services who use music pay a share of their revenue to the creators of the music. Compared to Sweden and Denmark, significantly more Norwegians and Finns think that the price for getting access to almost all music through a subscription based streaming service is cheap
23% DK 20% 18%19% 27% 30% 2020 SE 24% “I often find interesting music via 24%26% 34% 2018 Results shown for Topbox social media” NO 32% 29%30% 2017 [Agree/Strongly agree] 38% FI 33% 22% 28% 2015
11% DK 10% 7%9% 15% 2020 “I often share links to music SE 13% 15% 12%13% Nordics average 2020 tracks, music videos or playlists 17% 2018 NO 15% on social media” 15%15% 15% 2017 23% FI 23% 15% 2015 24% DK 23% “I think that the price for getting 2020 SE 20% access to almost all music through 16% 26% 29% 2018 a subscription based streaming NO 36% service is cheap” 31% FI 34%
68% “I think it's fair that online services DK 69% 68% 2020 who use music as a part of their SE 69% 70% 2018 business, pay a share of their 66% revenue to the creators of the NO 66% 78% music” FI 73%
Q24 Do you agree or disagree with each of the following statements? Base: All 31 Attitudes towards music and rights – Nordics and countries Few show a high interest in the five solutions below with the fewest being interested in augmented and virtual reality experiences added to music
17% “I'm interested in a high-quality smart 21% 2020 21% speaker with voice control, including a 24% subscription to a streaming service of 22% Results shown for Topbox my choice” [Agree/Strongly agree]
17% 19% “I'm interested in a streaming service 19% 2020 that costs a few more euros a month but has a much better audio quality 21% than the basic service” 20% Nordic average 2020
17% “I'm interested in a high-quality smart 21% 2020 speaker with voice control, including a 21% subscription to a streaming service of 24% my choice” 22%
18% 22% 2020 “I'm interested in a streaming service 22% that combines music, pay-TV and 26% games” 21%
9% 2020 “I'm interested in augmented reality 13% 14% and virtual reality experiences added to 17% music” 17%
Q24 Do you agree or disagree with each of the following statements? Base: All 32 TV/movie streaming
33 Streaming of TV/movie content – an overview of the Nordic markets
Has at least one TV/movie content streaming service Nordics total
70% (61%) 68% (63%) 69% (62%)
77% (66%) 61% (58%)
Average streaming time per day (among TV/movie streamers) 2.6 hours 2.6 hours 2.7 hours 3.2 hours 2.6 hours
This year respondents were asked to estimate their daily time spend using different services, so the results are not directly proportional to previous years, when Q11 Do you currently subscribe to one or several of the following digital respondents were asked to estimate their weekly time spend. However the trend services providing TV and/or movie content? (%) Numbers from 2018 34 Base: All suggests that the time spent using different services has continued to increase. Streaming of TV/movie content – Nordics and countries Across all four Nordic countries, there are significant increases in the number of people who subscribe to video streaming services, Netflix, Viaplay, and HBO Nordic especially
49% 50% 46% 47% Netflix 42% Netflix 37% 33% 30% 27% 24% Viaplay 19% 22% 18% Viaplay 20% 13% 18% 28% 19% 19% TV2 Play 16% 16% 9% HBO Nordic 11% 22% 6% HBO Nordic 19% 2020 Nordics 19% 13% 16% 2020 9% C More 12% 8%10% 2018 2020 C More 6% 6% 2018 dplay 4% 6% 2017 2% Dplay 3% 2017 2% 4% Netflix 49% 2% 4% 2015 Amazon Prime 1% 2015 Amazon Prime 1%3% Viaplay 21% 1% 2% 1% HBO Nordic 19% Other 2% Other 1% 4% C More 11% 32% 37% 30% None 44% None 39% TV2 Play 7% 54% NRK TV app 5% 57% TV2 Sumo 5% 40% Netflix 53% Netflix 31%37% 36% 48% Elisa Viihde 4% 22% 26% 17% HBO Nordic 21% Elisa Viihde 12%14% 8% 15% Amazon Prime 4% 20% 11%12% TV2 Sumo dplay 3% C More 7% 9% 20% Altibox 3% HBO Nordic 6%9% Viaplay 15%17% 3% 11% Riks TV 2% 13% 12% 2020 Viaplay 8% 2020 Altibox Telia TV 1% 4% 2018 Sonera Viihde 4% 2018 7% Hayu 1% 5% Riks TV 6% 2017 DNA TV Telia TV 5% 1% 2017 C More 5%6% 4% 2015 DNA TV 2015 5%6% Amazon Prime 2% Amazon Prime 3% 2% 3% Other 4%5% Other 3% 5% 5% 4% 42% 21% None 34% None 42% 50% 40% 54% 71%
35 Daily time spent on streaming TV/movie content – Nordics and countries On a Nordic level, subscribers spend the most time per day on watching Netflix and Amazon Prime. Locally, Norwegians spend the most time on watching C More. In Denmark, Viaplay is on level with both Netflix and Amazon Prime. Danes in general have a lower daily time usage on video streaming service than their fellow Nordic residents
2,00 Nordic DK SE FI 1,80
1,6 1,60 1,6 1,5 1,5 1,4 1,5 1,4 1,40 1,3 1,3 1,4
1,3 1,3 1,1 1,1 1,2 1,20 1,3 1,2
1,0 1,0 1,00 1,0
0,80
0,60
0,40
0,20
0,00 This year, respondents were asked to estimate their daily time spent using different services, so the results Q12b In a typical week, how many hours per day do you spend on are not directly proportional to previous years, when respondents were asked to estimate their weekly watching TV/video content from the following services? 36 Base: Subscribers of the video streaming service time spent. However the trend suggests that the time spent using different services has continued to increase. Daily time spent on streaming TV/movie content – Nordic overview Across the Nordics, Netflix accounts for 40% of all time spent on paid TV/movie streaming, which is more than twice as much time spent on the second largest player, Viaplay.
Nordic overview: Share of time spent on streaming of TV/movie content This year, respondents were asked to estimate their daily time spent using Riks TV; 1%DNA TV; 1% different services, so the results are not Other serviceTelia ; 1% TV; 1% directly proportional to previous years, Hayu; 2% when respondents were asked to estimate dplay; 2% their weekly time spent. However the trend TV2 Sumo; 3% suggests that the time spent using different services has continued to increase. Amazon Prime; 3%
Altibox; 3%
Elisa Viihde; 4% Netflix; 40%
TV2 Play; 5%
C More; 8%
HBO Nordic; 11%
Viaplay; 15%
Q12b In a typical week, how many hours per day do you spend on watching TV/video content from the following services? 37 Base: Subscribers of the video streaming service Daily time spent on streaming TV/movie content – Nordic overview Netflix is a true large Nordic player, whereas local streaming services mainly fight for second places (except in Sweden, where Viaplay is the second largest player measured on time spent).
Other service ; Hayu; 2% Other service ; 1% Amazon Prime; 3% Hayu; 2%1% This year, respondents were asked to dplay; 5% Amazon Prime; dplay3%; 4% estimate their daily time spent using C More; 5% different services, so the results are not HBO Nordic; 12% directly proportional to previous years, Netflix; 36% when respondents were asked to estimate HBO Nordic; 12% Netflix; 44% their weekly time spent. However the trend suggests that the time spent using different services has continued to increase.
C More; 15%
Viaplay; 18%
TV2 Play; 19% Viaplay; 18%
Other service ; Amazon Prime; 2% Hayu; 2% C More; 3% 1% Riks TV; 4% Other service ; 3% Amazon Prime; DNA TV; 5% 4% Telia TV; 6%
TV2 Sumo; HBO Nordic; 7% Netflix; 39% 10% Netflix; 41%
C More; 9%
Altibox; 11%
Viaplay; 12% Viaplay; 11% HBO Nordic; Elisa Viihde; 11% 17% Q12b In a typical week, how many hours per day do you spend on watching TV/video content from the following services? 38 Base: Subscribers of the video streaming service Measuring streaming of music and TV streaming pre- and post Corona lockdown Methodology Measuring streaming of music and TV streaming pre - and post Corona lockdown
Sample Methodology Interviews Field Period National representative The data collection was carried sample on gender, region, out online using the Nordic Pre-Corona (including Pre-Corona: and age (18–65 years old) in YouGov Panel age group: 18–65): 27 December 2019–9 Denmark, Norway, Sweden January 2020 and Finland DK: 940 interviews SE: 931 interviews Post-Corona: NO: 871 interviews 3–14 April 2020 FI: 882 interviews
Post-Corona (including age group: 18–65):
DK: 1013 interviews The following results show selected results from the SE: 1011 interviews NO: 1012 interviews survey “Digital Music in the Nordics” which was re-run FI: 1008 interviews again after the emergence of the Corona pandemic.
The results are based on 18–65 year olds and the results from the pre-Corona survey thus differ slightly from the results shown in the first part of the report as they are based respondents aged 12–65.
40 Nordic Summary – music and TV streaming pre- and post the Corona lockdown
Prior to the Corona pandemic 1 month into the Corona lockdown
paid for a music streaming service across the Nordics pay for a music streaming service across the Nordics. People 40% 41% paying in Denmark has decreased, but increased slightly in the other countries
used a paid music streaming service use a paid music streaming service, but great local differences 49% 49% are seen. In Denmark the share of users of paid services has gone down from 56% to 50%
used Spotify when listening to music use Spotify when listening to music. Denmark has decreased the 53% 56% number of users, but this is more than accounted for in the other countries
used Facebook when listening to music use Facebook when listening to music. All countries have 20% 25% increased number of Facebook music listeners
of the time spent on music streaming came from paid music of the time spent on music streaming comes from paid music services services. The trend of less paid music is seen in Denmark only 32% 31% due to the smaller user base of Spotify which impacts the Nordics results overall for paid music
subscribed to a TV streaming service subscribe to a TV streaming service. All countries experience 68% 71% small increases, but no significant increases are seen among the largest players 41 Top audio and video services used for streaming of music – Pre- and post Corona lockdown Except in Denmark, the usage of Spotify has overall increased after the corona lockdown. Further, listening to music on Facebook and Instagram has increased significantly in most countries
67% 74% YouTube YouTube 63% 74%
42% 66% Spotify Spotify 37% 72%
21% 20% YouSee Musik Facebook 18% Nordics 25% 17% 14% Facebook 2020 Instagram 22% Pre-Corona 17% Pre-Corona
YouTube 73% 8% Post-Corona 72% YouTube 10% Post-Corona Instagram 10% Music 8% Spotify 53% 56%
Facebook 20% 70% 25% 81% YouTube YouTube 71% Instagram 12% 82% 15% 9% Pre-Corona 57% YouTube Music 47% Spotify 8% Spotify 62% Post-Corona 52% SoundCloud 6% 22% 6% 20% Facebook Facebook 27% 25%
12% 12% Instagram Instagram 15% Pre-Corona 15% Pre-Corona
YouTube 10% Post-Corona YouTube 9% Post-Corona Music 10% Music 9%
Q7a Which of the following digital music services do you Q7b Which of the following digital services/social media do use when listening to music? you use to watch or listen to music or music videos? 42 Base: Pre: 3623, Post: 4044 Base: Pre: 3623, Post: 4044 Users of music streaming – p r e - and post corona lockdown The share of users of paid, free and non -users remains unchanged overall in the Nordics after the Corona lockdown, but local changes are seen. Denmark has decreased the number of users of paid services, whereas this has increased in Sweden and Norway. No changes are seen in Finland
Share of people using paid, free and no music streaming service
100% 100%
80% 34% 38% 80% 40% 38% Free Nordics Free 60% 10% 12% 2020 60% 8% 6% Non- Non- 40% user 40% user 56% 50% Paid 53% 56% Paid 20% 100% 20%
0% 80% 42% 42% 0% Pre-Corona Post-Corona Free Pre-Corona Post-Corona 60% 9% 9% Non- 100% 40% user 100% 49% 49% Paid 80% 36% 34% 20% 80% Free 58% 59% Free 60% 8% 9% 0% 60% Non- Pre-Corona Post-Corona Non- 40% user 40% 10% 10% user 56% 58% Paid Paid 20% 20% 32% 32% 0% 0% Pre-Corona Post-Corona Pre-Corona Post-Corona
Q7a Which of the following digital music services do you Q7b Which of the following digital services/social media do use when listening to music? you use to watch or listen to music or music videos? 43 Base: Pre: 3623, Post: 4044 Base: Pre: 3623, Post: 4044 Daily time spent on the paid and free audio and video services used for streaming of music – Pre- and post Corona lockdown Post Corona lockdown, Danes tend to spend a little more time on free music streaming services. The levels for the other countries have not changed due to the Corona situation
Share of time used on paid vs. free music streaming 100% 100% 35% 80% 37% 80% 33% 33% Nordics 60% 2020 60% Paid Paid 40% 40% 65% Free 67% 67% Free 63% 100% 20% 20% 80% 32% 31% 0% 0% Pre-Corona Post-Corona 60% Pre-Corona Post-Corona Paid 40% 68% 69% Free 100% 20% 100% 23% 23% 80% 34% 33% 0% 80% Pre-Corona Post-Corona 60% 60% Paid Paid 40% 40% 77% 77% 66% 67% Free Free 20% 20%
0% 0% Pre-Corona Post-Corona Pre-Corona Post-Corona
Q8a In a typical week, how many hours per day do you spend listening to music or watching music videos on the following digital services? 44 Base: Use digital service to listen to music Time spent per day on largest music streaming players – Pre- and post Corona lockdown Time spent on listening to music on Facebook has increased in all four countries after the Corona lockdown. Instagram users in Sweden use much less time on listening to music compared to before the lockdown Daily average time spent on music streaming services
YouTube 0,89 YouTube 1,08 0,86 1,05
Spotify 1,40 Spotify 1,60 1,44 1,54
Pre-Corona Pre-Corona YouSee Musik 1,09 Facebook 1,16 1,10 1,24 Post-Corona Post-Corona
Facebook 1,10 Instagram 1,50 1,15 1,21
YouTube Instagram 1,06 1,26 0,95 Music 1,26
YouTube 1,05 YouTube 0,96 1,11 1,00
Spotify 1,57 Spotify 1,36 1,59 1,41 Pre-Corona Pre-Corona Facebook 1,27 Facebook 0,99 1,36 1,10 Post-Corona Post-Corona
Instagram 1,31 Instagram 1,11 1,31 1,12
YouTube 1,38 YouTube 1,17 Music 1,33 Music 1,22
Q8a In a typical week, how many hours per day do you spend listening to music or watching music videos on the following digital services? 45 Base: Use digital service to listen to music Streaming of TV/movie content – Nordics and countries Though small positive changes are seen in the share of people subscribing to TV streaming services pre - and post the Corona lockdown, no significant changes at all are seen among the largest players
49% 49% Netflix Netflix 51% 53% HBO Nordic 22% 18% 20% HBO Nordic 18% 27% Viaplay 24% 30% Subscribe to a Viaplay Subscribe to a 24% TV2 Play 28% streaming streaming 28% service: 18% service: Nordics C More 18% C More 10% 69%/72% 68%/72% 8% 2020 4% Amazon Prime Amazon Prime 4% 6% 5% Pre-Corona Netflix 47% 6% Pre-Corona 6% 50% dplay dplay 7% 9% Post-Corona 19% Post-Corona HBO Nordic 32% None 31% 17% None 28% 28% Viaplay 21% 22% 35% Netflix 54% C More 11% Netflix 56% 10% 39% 26% HBO Nordic 23% 4% HBO Nordic 9% Amazon Prime 8% 19% 5% 13% Viaplay 21% dplay 3% Viaplay 4% 4% 14% C More 5% Pre-Corona Subscribe to a C More 12% Subscribe to a 6% Hayu 1% 10% Amazon Prime 8% streaming 1% Post-Corona streaming service: Amazon Prime 3% service: Hayu 2% Other 1% 2% 1% 3% 78%/79% 17% 56%/61% NRK TV app 20% Elisa Viihde 21% None 32% 16% 20% 29% TV2 Sumo DNA TV 5% 21% 5% Pre-Corona Pre-Corona Altibox 12% 14% Telia TV 6% 6% Post-Corona 7% Post-Corona Subscribe to a Riks TV 42% 7% streaming None 22% 39% None 21% service: 68%/71% Q11 Do you currently subscribe to one or several of the following digital services providing TV and/or movie content? 46 Base: All Time spent per day on largest TV streaming players – Pre- and post Corona lockdown Overall, users of most of the streaming services, have increased their viewing time after the corona lockdown. The three largest players - Netflix, HBO Nordic and Viaplay – are being used more compared to before the lockdown (with the exception of HBO and Viaplay in Finland)
Daily average time spent on TV streaming services
1,33 1,52 Netflix Netflix 1,46 1,70
0,98 1,11 HBO Nordic HBO Nordic 1,02 1,17 Pre-Corona 1,22 Pre-Corona 1,34 Viaplay Viaplay 1,34 1,40 Post-Corona Post-Corona 1,23 1,47 TV2 Play C More 1,35 1,41
1,42 1,35 dplay dplay 1,13 1,55
Netflix 1,59 1,45 1,67 Netflix 1,68 1,00 HBO Nordic 1,17 1,15 HBO Nordic 1,37 0,94 Viaplay 1,37 Pre-Corona Pre-Corona 1,52 NRK TV app 0,98 Viaplay 1,12 1,42 Post-Corona Post-Corona Riks TV 1,37 2,35 1,27 C More 1,18 2,30 Altibox 1,97 1,66 1,17 Elisa Viihde TV2 Sumo 1,33 1,77
Q12b In a typical week, how many hours per day do you spend on watching TV/video content from the following services? 47 Base: Use streaming service 48 Research team at YouGov Meet your team
Thomas Røssel Senior Research Consultant
Thomas joined YouGov in 2015. Thomas has 20 years of experience in market research and consultancy within a row of different businesses – e.g. media, TV/streaming, culture, telecom, finance and medical. Thomas knows the entire research portfolio and work with the more heavy and complex surveys like segmentation, conjoint and combination studies. Thomas has a master’s degree from Copenhagen Business School.
E: [email protected] M: +45 2763 2565
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