Do you still have the impression that you make TV differently? “Oh, we never watch it … we stream everything,” has become the standard remark in recent years. Well, a new report confirms that almost everyone is on the streaming bandwagon.
ONE sneak premiere of ‘Medieudviklingen 2022’, the annual DR report on media habits, published on January 26, reveals that 90 percent of the Danish population streams every week.
However, how we stream varies depending on our age group, gender and nationality.
Everyone is caught in the flow of the stream
“It’s actually something of a thrill to meet people who don’t stream at all,” conclude the report’s co-authors, DR Media Research researchers Eva Leth and Jakob Vikรฆr Hansen.
“Some of the old flow TV habits live on when we stream, while other habits are very different among young and old.”
Young Danish adults aged 25-31 stream the most โ an average of 154 minutes a day โ and over 65 the least, with only 80 minutes. The national average is 110 minutes.
For flow TV, the norm in the pre-streaming age, the numbers are reversed, with the over 65s watching the most.
Nation of Sunday streamers
According to the report’s results, Danes are most likely to stream in the evenings and on Sundays. The only exception is under 14s, who tend to stream more during the day – especially when they return from daycare or school.
The average Dane streams for 106 minutes every weekday compared to 125 minutes on Sundays.
Men tend to stream more than women โ often because they want to drown out more and cram more sessions into their week.
“Danes’ streaming consumption is distributed over the day, week and year in the same way as our TV consumption did and still does. In short, this means that we primarily turn on the streaming services in the evening and to a certain extent during the day at the weekend,” the report concludes.
Danish services ahead
YouTube remains the most popular platform with a 19 percent share โ among young people it typically has up to 50 percent of their viewing.
However, they are closely followed by the Danish services TV2 Play and DRTV, which each account for 19 percent. Netflix, meanwhile, accounts for 10 percent โ โโthe lion’s share of the 17 percent that international services account for.
The figures appear to contradict those published in a Nielsen Viewer Survey report in August, which confirmed that YouTube (20 minutes per day) was the market leader, followed by Netflix (11.7), TV2 Play ( 10.4), DRTV (9.5). , Viaplay (6.3), Disney+ (4.5), HBO Max (2.5), Discovery+ (1.7), Amazon Prime Video (0.5) and Apple TV+ (0.5).
“However, it must be said that a very large part of the time spent on distributors’ streaming services, for example YouSee Play or Stofa WebTv, ends up on content from DR or TV2, but for technical reasons the consumption is measured per distributors,” the report noted.
However, it also admitted that “foreign services with primarily English-language content take up a large part of Danes’ time in front of the screens”.
Watching television alone is the norm
‘Media development 2022’ also reveals that only 20 per cent of streamed content is watched in company (17 per cent among the 15-29 age group) compared to 31 per cent of flow TV โ down from 55 per cent in 1992 and 42 per cent in 2012.
Nevertheless, there are still certified family shows such as ‘Melodi Grand Prix’, ‘X Factor’, ‘Disney Christmas Show’ and the Queen’s New Year’s Speech, which are watched in the company of over 80 percent of households that tune in.
In addition, it has also revealed the flow TV ranking, which is led by DR1 (37 percent), TV2 (34) and Discovery+ (12).
Source: The Nordic Page