2019 was a turbulent year for the Danish media market
The Danish Broadcasting Corporation (DR) has just published their annual report “Media Development 2019”, which describes the Danish population’s media usage. 2019 was influenced by savings and conflicts that undoubtedly will affect future Danish media usage.
Traditional media still dominates. The reason for this is that the elderly, who make up a large group of the Danish population, use traditional media more. However, traditional media consistently loses users to TV-streaming, radio, music and podcasts.
Conflicts and savings plans led to several TV-channels closing down
As part of the political savings plan, DR closed several flow-channels at the end of 2019. Moreover, the television distributor Yousee and Discovery Network didn’t succeed in reaching a new agreement in 2019, leading Yousee to close all Discovery Network channels this year. This has left several Yousee customers considering whether to switch TV-packages or replace cable- and flow-TV with streaming services.
In 2019, the Danish population watched an average of 2 hours and 17 minutes of television per day. Ten per cent of this time went to DR’s flow-channels and Discovery Network’s channels. The closing of these TV-channels will have a negative effect on traditional television usage.
Popular speech radio channel closed down
The popular radio channel Radio24syv had to close down after eight years on the air, when they didn’t receive a new allocation of a DAB-frequency. Radio24syv was replaced by Radio4 and the DAB-frequency went to a new channel, LOUD, whose profile is not completely known yet. This means that Denmark will have three speech radio channels in 2020: DR P1, Radio4 and LOUD.
Half of Danish children under the age of three use YouTube weekly, while one out of three streams content from DR. Research shows that children under the age of three spend half an hour per day watching video- and TV-content from DR. Parents, who control children’s screen time, have different motives for exposing their children to streamed content, such as stimulating their development or using it as a diversion.
Screen time is a debated topic. However, according to both Danish and international scientists, there is no proof that the use of screen devices has a negative effect on children’s mental health. It is, on the other hand, important to focus on what type of content they are exposed to.
Music and radio on the mobile phone
The Danish population mostly use their mobile phones to listen to music and radio. There is, however, a big difference between how people under the age of 25 and people over the age of 25 listen to music. People over the age of 25 listen to music like they always have, but they have replaced CDs with streaming.
For people under the age of 25, accessibility is more important. While sound quality is not an important factor, having the music available all the time is. Spotify is the most popular music source that young people have, and instead of albums, they listen to playlists based on their current mood.
Applies to 2019. Source: DR Audience Research Department's report Media Development 2019
There is no doubt that 2020 will be a year of change for the Danish population’s media usage.
Read more in the report
In the report, you can also read about:
- how much the Danish people listen to radio and podcasts
- how the Danish people navigate through the streaming jungle
- the media year 2019
- how Danish people still value TV news
- how the media industry measure user behaviour
- the large group of mature streamers
- how e-sports are on the edge of a big breakthrough
- push notifications
- the gender divide when choosing TV programmes
About the report: Media Development 2019 is a part of DR Audience Research Department's annual report series about the Danish people’s media usage, with focus on TV, radio and the Internet (electronic media). Previous reports are available to download from DR’s website.