Danes increasingly streaming their TV consumption

Jan 23, 2015

More and more Danes are streaming when watching TV, according to a new media development report (here in Danish) by national broadcaster DR.

Denmark's consumption of 'TV on demand' for 2014 increased by 38 percent compared to 2013 and streaming made up 17 percent of Denmark's total TV consumption, the report found. Meanwhile, the traditional consumption of TV fell by seven minutes on average per household.

“In particular, those who stream use less time watching traditional TV, the radio is consumed more digitally and the net has become more mobile,” the report found. “The social media are also beginning to influence our media consumption.”

“The media consumers are becoming more digital, and that goes for all age groups – from the youngest children swiping on their parents' tablets, to the elderly keeping in contact with friends and family on Facebook.”

The report found that, on average, Danes spend 2.53 hours per day watching traditionally-broadcasted TV last year, a fall of 4 percent compared to 2013 and a drop of 12 percent compared to 2012.

DR struggling
The big winners of the shift are Netflix and YouTube, which are far ahead of the free DR streaming service DR TV.

On average, Netflix takes up 15 minutes of time per day for Danes over the age of 12, while YouTube takes up six minutes, Viaplay 2 minutes, DR 2 minutes and TV 2 Play just one minute. The figures for HBO Nordic are so low that they are registered as zero minutes.

The report also revealed that 11 percent of the adult population in Denmark aged 15-75 said that they had considered signing on to a smaller TV package at home, or completely dropping the TV signal altogether.

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