NEWS | 23 Feb 2016

TV viewing in the Nordic countries in 2015

The total linear TV viewing in the Nordic region is rather stable, but differences between groups are increasing. Older people watch more, while the young watch less. At the same time online TV viewing is growing, especially among the young. This is shown in comparisons of the 2015 TV data from the national survey institutes in the Nordic countries.

Around seven of ten Nordic people watch traditional television on a daily basis. In 2015, Norway was at the top with 74 per cent of the population watching TV on an average day. In Sweden and Denmark, where daily reach has decreased during recent years, 66 and 65 per cent of the population watch linear television daily. In Finland, with a more stable daily reach over the years than its Nordic neighbours, 72 per cent of the population watches TV on a daily basis. (Reach data for Iceland are not available.)

Viewing time dropped in Finland, increased in Sweden
Finland has the Nordic region's most avid TV viewers, watching 179 minutes per day in 2015, but at the same time the country shows the largest drop, from the peak of 184 minutes in 2014. In Denmark, the total viewing time stabilized at 172 minutes in 2015 after several years of sharp decline. Sweden, which has a lower viewing time – 155 minutes of traditional TV viewing per day – was the only country where viewing time slightly increased. Television viewing in Iceland fell, but since Icelandic data are based on a specific week instead of annual averages the results are more sensitive to individual television events.

TV-viewing time in the Nordic countries 2005-2015 (minutes/day)


Note: The table refers to linear television. TV-meter data, except for Iceland 2005-2007 (diary). Yearly averages, except for Iceland (data for one week in autumn).
Sources: TNS Gallup Denmark, Finnpanel, Capacent Iceland, Gallup Iceland, TNS Gallup Norway, MMS.
Download table: Daily TV viewing time, total 2005-2015 (Excel file)

Older watch more, young watch less
Older people, the group that spends the most time watching television, have increased as an audience throughout the Nordic countries. With the exception of Finland, where the viewing time declined for – more or less – the entire population, the  viewing time of older people continued to increase in 2015.

For children, adolescents and young adults, the trend is the opposite. In 2015 the linear TV viewing time among Danish 12-18-year-olds fell by 12 minutes per day, and in Finland the young aged 15-24 and 25-34 years decreased their viewing by ten and 14 minutes, respectively. In Norway both 12-19-year-olds and 20-29-year-olds decreased their TV viewing by nine minutes, while in Sweden the largest drop – of 12 minutes per day – was among 25-39-year-olds.

TV-viewing time among youth and young adults in the Nordic countries 2010-2015


Note: The table refers to linear television.
Sources: TNS Gallup Denmark, Finnpanel, TNS Gallup Norway, MMS.
Download table: Daily TV viewing time by age 2005-2015 (Excel file)

Compared to 2010 – when the viewing time in the Nordic countries peaked after the digitization of terrestrial networks, which greatly increased access to numerous TV channels – youth and young adults have reduced their daily TV viewing by, in some cases, roughly an hour. The numbers differ somewhat between countries and years, but follow the same tendencies.

At the same time, viewing of online TV in the Nordic countries is increasing, and especially young people are switching platforms for their viewing. According to data for Denmark and Sweden, adolescents and young adults use TV and film-streaming services roughly one to 1.5 hours per day, compared to half an hour in the general population. Online-TV viewing will be subject to a separate overview in due course.

 

Download TV-tables from Nordicom's statistical database (Excel files):
Daily TV reach 2005-2015
Daily TV viewing time, total 2005-2015
Daily TV viewing time by age 2005-2015
The five TV channels with the largest daily reach 2015. Reach 2005-2015
The five TV channels with the largest audience shares 2015. Shares 2005-2015
Public service TV audience shares 2005-2015
The TV channel families with the largest audience shares 2015. Shares 2005-2015
The TV channel families with the largest audience shares 2015 - graph (PDF)
Nordic TV-meter surveys, basic facts

About the statistics: Nordicom’s compilations are based on TV-meter data from national survey institutes responsible for the official TV surveys. The surveys measure traditional TV viewing but the reports also present, to various extents, other surveys and estimates for non-linear viewing.

Sources: Data are compiled mainly from the following institutes and reports:
The DR Audience Research Department: Media Development reports (TV-meter data by TNS Gallup Denmark)
Finnpanel: Television viewing in Finland 2015 (see TV Year 2016 Press Event)
Gallup Iceland's website (2015) / Capacent (earlier data)
TNS Gallup Norway: TV-seing i Norge 2015 (TV data in English are presented by medianorway)
MMS: Årsrapport 2015 (annual report in Swedish)
 

BY: EVA HARRIE

 

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