After several years of decline the value of the Finnish media market grew slightly in 2016, with the strongest growth in online advertising. This is shown in Statistics Finland’s annual overview of the Finnish mass media market.
Last year, the value of the Finnish media amounted to 3.8 billion Euro. This was around 40 million, or just above one per cent, more than in 2015. The largest increase in sales was seen in Internet advertising (+ 13%), book sales (+ 6%) and commercial radio (+ 3%), all of which also showed positive results in 2015.
Shares of the Finnish media market by sector 2000-2016 (%)
Note: Publishing includes newspapers, free papers, magazines and periodicals, and books. Electronic media includes TV and radio plus Internet advertising, while recorded media refers to audio recordings (incl. digital sales), DVD/VHS and cinemas. Source: Statistics Finland’s database (see Table 1.2)
Since the year 2000, the media market share of electronic media – TV, radio, Internet advertising – has doubled, from 20 to nearly 40 per cent. During the same period, the media market share of publishing – newspapers, magazines and books – has fallen from over 70 to 55 per cent during the same period, and the recorded media’s market share has declined from eight to under six per cent.
About the statistics: The calculations presented here describe the mass media market at end-user level: for example, the figure on the newspaper market is comprised of retail prices of subscription and single-copy sales of newspapers, and their revenue from advertising. The figures cover domestic production and imports, but not exports. There is some overlap between Internet advertising and other media groups.
Media market facing a tough test is the title of Statistics Finland’s analysis of the development on the Finnish media market in 1997-2015, focusing on the developments and digital challenges of recent years. The article is written by Kaisa Saarenmaa and Tuomo Sauri. Read it here: Media market facing a tough test | Mediamarkkinat kovassa testissä