What is the state of the media in Denmark?
Half of Internet advertising revenues in Denmark go to foreign operations. Of the total advertising spending, a fifth goes outside the country. This is one of many challenges for the media, as described in a new report from the Danish Agency for Culture.
For the first time, a broad overview of the Danish media industry is available. The report includes statistics and analysis with a focus on media consumption, the industry's economy and major media companies.
Industry economy trends
In 2011 the industry’s overall turnover was 24.4 billion Danish kroner, down by 2.5 billion since 2008. It is the print media that have been the vulnerable. As the Internet and the major international actors have gained ground, a significant change has occurred in the earning structure of ads, which hits newspapers, magazines and other advertising-driven media. Approximately half of every Danish krona spent on online advertising goes to foreign operations. In 2013, the amount accruing to foreign countries represented 20 per cent of the total advertising spending.
Despite the development the industry has, through consolidation and other adjustments, shown continued positive results.
Media use on more platforms
The Danish Agency for Culture also analyses how the use of different media has changed with digitization. Trends differ between the media and in different groups of the population. A deep dive into the report is recommended for those seeking answers about: who is reading printed newspapers and who prefers to read digital media; which programmes the Danish population prefers to see on TV; and how it’s going for public service media compared to commercial media, etc. However, some major trends are presented below.
•Viewership of traditional TV is decreasing, and part of the TV-viewing has moved to other platforms. The range of viewing on other platforms is not included in the official measurements and is difficult to estimate, but the trend is not quite as fast as you might think – for example, 43 per cent of Internet households never watch TV online.
•Listening time on nationwide radio in 2013 was 117 minutes per day, down by just two minutes since 2012. Denmark has decided to switch to digital radio and shut down the FM network by 2019, provided that 50 per cent of listening is digital by mid-2018. There is still a way to go to the goal – in 2013 a majority of the radio listening (64 per cent) remained on FM, compared with 11 per cent on DAB, 4 per cent on the web, 6 per cent on cable and 15 per cent on an unspecified platform.
•The largest decline in use has hit the printed papers. From 2010 to 2013 the Danish national newspapers lost 27 per cent of their readers. Reading has largely moved to the web, which has created a breeding ground for new web-based media, challenging newspaper publishers to seek new business models to secure revenue and content production.
•Nine out of ten Danes have access to the Internet, and 84 per cent of 16- to 74-year-olds use it on a daily basis. Studies also show a considerable interest in downloading news on the Internet and mobile devices.
About the report The political media agreement for 2012-2014 allocated money for an annual reporting on media development. This first report aims to create a basic structure of data and knowledge, while future reports will follow up on the results and also add new surveys.
The Danish Agency for Culture is a member of Nordicom’s statistical network, and contributes data to the comparative Nordic media statistics (in English).
BY: EVA HARRIE