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Nordic streaming markets mapped – Norway on top

First joint Nordic study of streaming markets shows Norway is best in class.

Article published October 28th, 2014.

Unveiled by collecting societies TONO, KODA and Teosto earlier in October, the Polaris Nordic Digital Music Survey 2014 – the first major joint Nordic survey of the population in the region’s streaming habits, confirms that the Nordic countries are leaders in the digitization of the music market. The survey also shows that no one in the Nordic countries are more willing to pay to stream music than Norwegians do.

In total, more than 8 million customers in the Nordic region have access to music streaming services like Spotify, WiMP and the like. Needless to say, this makes the Nordic countries a highly attractive market for digital music.

Spotify alone has a total of 7 million users in the four countries. Considering that Spotify worldwide has 40 million users (Spotify, May 2014) it testifies to a marked digital consumer culture in the Nordic countries.

The Nordic study shows that a total of 8 out of 10 Nordic Internet users (13.8 million people) use services like YouTube, Spotify, WiMP or iTunes to listen to music.

More than 3.5 million Nordic music consumers, or 20 percent of the respondents state that they have paid for digital music in the form of downloading or streaming over the last 12 months. This is the very area where Norway stands out.

Says Inger Elise Mey, TONO’s Director of Online Media: – Norwegian music customers show the greatest willingness to pay to stream music in the Nordic countries – more than 36 percent state that they are willing to pay for streaming services. In comparison, only 13 percent of Finns pay for access to streaming services. Across all the Nordic countries, the figure is hovering around the 20 percent mark. This shows a very clear trend: Norwegians are willing to fork up for music consumption.

The survey also reveals that the Nordic people are eager sharers of music in social media. 31 per cent (48% of those between 15 and 24) report that they have shared links to individual songs or playlists, and 27 percent also state that they follow one or more artists in social media.

Many also state that music is an important part of their lives: More than half of those who responded to the survey said they would find it very difficult – or impossible – to give up music listening.

The survey was conducted in Norway, Sweden, Denmark and Finland in June 2014. It was conducted as an online survey aimed at internet users aged 15 to 65 with more than 4000 respondents in total (1,000 per country). The survey was initiated by the three Nordic collecting societies TONO (Norway), KODA (Denmark) and Teosto (Finland), who in 2013 formed the alliance Polaris Nordic. The aim of the collaboration is to reduce administrative costs and increase efficiency in corporate rights management.

TONO, KODA and Teosto license digital music services in their respective countries. The three companies represent a total of 95,000 composers, songwriters, lyricists and music publishers, and remunerated in 2013 app 1.7 billion (195 million Euro) to rights holders for public use of their music.

Consumer spending/month – streaming services in the Nordics (in NOK)

 

Country Music spending VOD/TV spending Total streaming spending
Norway 219 260 479
Sweden 201 183 384
Denmark 94 137 231
Finland 83 125 208