Statistics Norway has published its annual Media Barometer report, analysing the media use among the Norwegian population.
Downward trend for newspapers
The fall for print newspapers is no news; but now, online editions are also losing readers. Since 2016, the daily reach of newspapers’ online versions on an average day has decreased from 56 to 51 per cent. Looking at all newspapers (print and/or online editions), daily reach decreased from 68 to 64 per cent last year (see figure below).
TV continues down
Fewer people are watching linear TV, i.e. programmes on a TV set or simultaneous broadcasts on the Internet. In 2018, six of ten Norwegians watched linear TV broadcasts on a daily basis, down two percentage points since 2017 (see figure below).
Young people are the least eager viewers. Among 20-24-year-olds, only one-third watch linear television, a decrease of ten percentage points from 2017. Meanwhile, TV is still popular among the older population: almost nine of ten (86 per cent) of 67-79-year-olds watch TV on a regular day.
Never before has radio listening been so low
Listening to linear radio has been decreasing for several years, and in 2018 only half of Norwegians listened to radio (DAB, FM, online) on an average day. This is the lowest radio listening ever noted in the Media Barometer survey (see figure above).
As of 2018, Norway’s nationwide radio is digital only (DAB and online), while local radio is still transmitting on FM. The decline in radio listening is mainly related to the national channels, while a slight increase is noted for local radio.
Audio and video media: Streaming is the thing
Half of Norwegians listen to audio media[1] on an average day. Of those who listen to audio media, seven of ten stream audio files, and eight of ten listen via mobile phone, on a daily basis. In both cases, the number has doubled in six to seven years. Sixteen per cent of listeners listen to a podcast, while two years ago the corresponding figure was 6 per cent.
Almost four of ten Norwegians watch video[2] content on a daily basis. Content from subscribed streaming services (SVOD) is the most popular, followed by streamed archive programmes.
In 2017, an increased use of streaming audio and video services led to a sharp increase in the use of audio media and video media categories. In 2018, the growth has levelled out, with audio media increasing by only one percentage point, and video media holding stable (see figure above).
No increase for Facebook
Almost all (91 per cent) Norwegians use the Internet an average day, and time spent online is still increasing. Among Internet users, 73 per cent state that they use Facebook, a share that has remained the same for the past three years. Sixty-three per cent say they use other social media (up from 57 per cent in 2017).
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Från och med 2018 är norsk radio helt digital (DAB och internet) på nationell nivå, medan lokalradion fortfarande kan sända på FM. Nedgången i radiolyssnandet är främst relaterad till de nationella kanalerna, medan det är en svag uppgång för lokalradion.
Ljud och video/film: Det är strömmat som gäller
Drygt hälften (51 procent) av norrmännen lyssnade på ljudmedier[1] en genomsnittlig dag 2018, visar undersökningen. Vanligast är det med strömmat ljud och att lyssna via mobiltelefonen (71 respektive 80 procent av de som lyssnar). En växande andel av lyssnarna tar del av podcast (16 procent 2018, upp från 6 procent 2016).
Fyra av tio (37 procent) såg på video/film-medier[2] på daglig basis. De flesta tittade på strömmat innehåll från betaltjänster eller programarkiv (62 respektive 50 procent av tittarna).
Både ljudmedier och video/filmmedier ökade kraftigt mellan 2016 och 2017, efter en stark ökning för strömmat innehåll, men under 2018 stannade tillväxten upp (se figur ovan).
Facebook störst men växer inte
Nästan alla (91 procent) i befolkningen använder internet en genomsnitt-lig dag. Bland dem uppger 73 procent att de använder Facebook på daglig basis. Andelen har varit stabil de senaste tre åren. I stället ökar andelen som använder andra sociala medier, från 57 procent 2017 till 63 procent 2018.
[1] Audio media includes CDs, MP3 players, downloadable audio files from the Internet and streamed Internet files, vinyl discs and tapes. Radio listening is not included in this group.
[2] Video media includes VHS, DVD/Blu-ray, PVR and video files downloaded from the Internet, or streamed over the Internet and paid for. TV viewing and cinema going are not included in this group
Eva Harrie & Karin Hellingwerf