Nordic streaming swells, radio (sometimes) leads discovery

Polaris Nordic Digital survey 2015Streaming is a popular music choice in the Nordic region and continues to grow in popularity. A survey commissioned by three European collecting societies found that 9.4 million consumers in the region streamed music in 2015. Within the past year, 77% of Internet users between the ages of 15 and 65 across Denmark, Norway, Finland, and Sweden said they had used digital music services; 58% specifically used streaming platforms.

Not only is a growing percentage of the Nordic population streaming, but many are willing to pay for digital music access. Among those Internet users, 23% paid for their digital music use last year, including streams and downloads. In 2014, that figure was 20%. About two-thirds of the participants said they agreed or strongly agreed that music creators should be paid when their work is played digitally.

The survey also inquired about discovery outlets. Radio was the top choice on average, with 40% of respondents finding their latest discovery on the airwaves. YouTube secured 10% and streaming platforms had 9% of discovery. Recommendations from friends also clocked in with 9%, while social media had 5% and concerts eked out just 2%.

Polaris Nordic discovery all

However, the breakdown in discovery shifted drastically for the youngest respondents. For listeners aged 12-17, friends were the top discovery choice at 25%, followed by YouTube at 19%. Radio was only the source for 12% in this demographic. Only 1% found new music at concerts, but social media also had a bigger slice of the pie at 8%.

Polaris Nordic discovery teens

These Nordic stats are just the latest to show radio’s influence waning among the youngest listeners. And not just for today’s teens; Nielsen’s 2015 data also pointed to radio listening numbers among millennials that also fall short from those posted by older generations.

Anna Washenko