The Danes' media use is becoming increasingly digital. At the same time, their daily media time is decreasing. One of the explanations for this is the streamlining of media use due to digitalisation, according to a report from the DR Audience Research Department.
Seven hours and 16 minutes. This is how much time the Danes on average spent daily on media use in 2018, according to DR’s annual Media Develop-ment report. But even though this sounds like a lot, it is half an hour less compared to 2017.
According to the DR researchers, one explanation behind the decrease is that, with subscribed VOD (SVOD) services, media use becomes more time-efficient than traditional advertising-based media. For example, an hour-long TV programme with advertising breaks on traditional TV is only 45 minutes long when streamed through an SVOD service (without advertising).
Decrease for all media – streaming excepted
Streaming services are increasingly popular. In 2018, streamed content was the only media category that increased in time, while all other media categories declined. Still, it is traditional media that account for the largest share (60 per cent) of the Danes' daily media time.
For young people, streaming is the thing
Not surprisingly, age affects how time is distributed among different media. Whereas traditional TV is still the dominant media among the whole population (one-third of the media time), it is more peripheral among the younger Danes. Only slightly more than every tenth minute is spent on traditional TV among the 15-29-year-olds. Here, twice as much time is used on streaming (see graph below).
Distribution of the Danes' media use in 2018 (share of media time, per cent)
Note: The data are DR’s estimates, based on a variety of sources, including the official market measurements on radio and TV, but also a number of questionnaire surveys in which time consumption is not measured directly but calculated based on the replies of the respondents.
Source: The Media Development 2018, DR Audience Research Department.
For young people, streaming takes place from many platforms, but YouTube is an especially strong presence. As a rough rule of thumb, the young people’s media use is made up of one-third traditional TV, one-third streaming services, and one-third YouTube.
Included in the daily media time are also online games and gaming. Among the whole population aged 15-75 years, games account for six per cent of the media time, which is more than for print media. Among young people, games and gaming make up ten per cent of the media consumption. Fortnite, Counter-Strike, and similar pursuits are major phenomena.
The elderly are listening more digitally
Radio listening is quite stable in Denmark, with just over nine of ten Danes listening to flow radio every week. Digitalisation marks its presence here, too; but unlike other media types, the oldest listeners are more digital than the younger ones.
In 2018, the digital share for the oldest Danes increased while it decreased for the younger Danes. According to the DR report, one of the reasons for this is last year’s reorganisation of the DAB standard in Denmark. When older DAB devices became obsolete, the younger Danes were not as likely to buy a new device as the elderly, among whom listening to the radio is more firmly embedded in their media use.
Education one of the factors behind podcast listening
In turn, the young people are more interested in podcasts than older generations are. In 2018, three of ten 15-31-year-olds listened to podcasts every week, compared to just under two of ten in the entire population.
In addition to age, education seems to be an important factor. Almost one-third of Danes with a higher education listen to podcasts every week, compared to just over one-tenth of those with a vocational education.
Read more in the report
The results above refer to the chapter The Danes are streamlining the media use, but the Media Development 2018 report also offers reading about news users with a guilty conscience, how relationships control young people's media day, what makes YouTube one of the most popular streaming services, and more.
About the report: Media Development 2018 provides a status update on Danes’ use of media content – on TV and radio as well as online. The report is part of DR Media Research's annual report series on the Danes' media use. All reports from 2010 and onward are available for download on DR Media Research's web.