Norwegian Media Trends 2022: Digital Transformation and Audience Shifts
Discover the latest trends in Norwegian media landscape for 2022. The pandemic has accelerated the digital transformation, leading to decreased use of traditional media and increased engagement with digital platforms like streaming services and podcasts. Explore how newspapers and magazines are adapting to the changing consumer behavior.
Download Presentation
Please find below an Image/Link to download the presentation.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author. If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.
You are allowed to download the files provided on this website for personal or commercial use, subject to the condition that they are used lawfully. All files are the property of their respective owners.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author.
E N D
Presentation Transcript
Norwegian Media Trends 2022 02.05.21 Knut-Arne Futs ter, Kantar
Executive Summary: The Norwegian news media have strengthened their position during the corona pandemic Long-term media trends Decreased daily use of traditional media Increased daily use of digital media and decline in daily reach for paper magazines and the paper editions of the newspapers The digital transformation accelerated during the corona pandemic The Norwegian news media strengthened their position during the corona pandemic Newspapers where the first mover of the digital transformation The Norwegian newspaper industry was among the first in the world to start the digital transformation The digital tipping point for newspaper came in 2014 (Digital Tipping Point), when for the first time more people read newspapers digitally than on paper The digital transformation varies a lot between papers The magazine industry has just started the digital transformation The magazines Se & H r and KK have established digital editions that actually have more readers than the paper editions. Linear TV decreases while streaming increases From 2020, more people are viewing streaming than linear TV. The total reach for TV and video has never been as high as in 2021. Time spent on live TV declines, while time spent on BVOD is increasing Netflix, YouTube & HBO declines, while BVOD increases More and more people have access to SVOD and the usage increases Podcasts increase the consumption of total audio The Norwegian news media have strengthened their position during the corona pandemic The three largest media companies in Norway have a total digital daily reach of 78% The three media houses have a higher reach than Facebook 2
Decreased daily use of traditional media Daily reach 1960 2021 TV 64 58 Radio Newspapers Magazines Radio TV Newspapers 32 21 Magazines Percent 61 65 71 77 80 83 85 87 93 97 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Kilde: Daglig oppslutning om papiravis og nettaviser 1961-2021. Det har v rt metodiske endringer de siste rene, og mer info om dette ligger her: Data fra Forbruker & Media fra 1994. Flerkanalsamfunnet (Lundby & Futs ter, 1993). Fragmentering av medielandskapet og oppsplitting av publikum (Futs ter 1998). Nettavisene gjelder MBLs nettaviser som ogs utgir papiraviser og som blir m lt i F&M, og fra 2020 inng r ogs rene digitale aviser som E24 og Nettavisen. Fra 2018 er alle digitaltallene kalibrert i forhold til de offisielle onlinem lingene. Fra 2018 inng r ogs eAviser. eAviser inng r i Totalt og i Nettaviser . 3
Increased daily use of digital media Daily reach 1997 - 2021 74 70 Newspapers (digital) Streaming & video Podcast Percent 17 97 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Source: Kantar Consumer & Media. CATI 4
The Norwegian newspaper industry was among the first in the world to start the digital transformation 83 74 2014 Daily reach (percent) Digital Tipping Point Total Digital Paper 32 61 65 71 77 80 83 85 87 93 97 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Kilde: Daglig oppslutning om papiravis og nettaviser 1961-2021. Det har v rt metodiske endringer de siste rene, og mer info om dette ligger her: Data fra Forbruker & Media fra 1994. Flerkanalsamfunnet (Lundby & Futs ter, 1993). Fragmentering av medielandskapet og oppsplitting av publikum (Futs ter 1998). Nettavisene gjelder MBLs nettaviser som ogs utgir papiraviser og som blir m lt i F&M, og fra 2020 inng r ogs rene digitale aviser som E24 og Nettavisen. Fra 2018 er alle digitaltallene kalibrert i forhold til de offisielle onlinem lingene. Fra 2018 inng r ogs eAviser. eAviser inng r i Totalt og i Nettaviser . 5
The digital transformation varies a lot between papers 15,3 Digital index = Digital daily reach Readership paper (AIR) Paper Digital 1268 1,4 386 2,1 271 3,0 164 0,4 1,1 0,5 130 83 79 44 44 23 12 11 7 3 Large tabloid (Dagbladet) Finance (Finansavisen) Regional (Adresseavisen) Largest national (Aftenposten) Typical local (Ringsaker Blad) Niche (Nationen) Small local (Bygdebladet) Source: Kantar Consumer & Media. Readership figures are AIR. 6
The digital transformation accelerated during the corona pandemic 2019 2020 2021 83 82 79 74 71 66 64 61 55 38 36 32 31 31 29 15 16 12 5 5 Totalt Digitalt Mobil PC/Mac Nettbrett eAvis Papir Source: Kantar Consumer & Media 7
Decline in daily reach for paper magazines 43 37 35 32 Percent 29 25 25 24 21 21 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Source: Kantar Consumer & Media. 8
The magazine industry has just started the digital transformation, but . Number of readers in thousand 546 542 2020 2021 Digital Tipping Point Digital Tipping Point 262 261 254 252 248 231 146 144 142 136 134 133 Total (Se og H r) Digital (Se og H r) Paper (S&H Tirsdag) Paper (S&H Extra) Total (KK) Digital (KK) Paper (KK) Source: Kantar Consumer & Media 9
Linear TV decreases while streaming increases 94 92 81 70 2020 Streaming Linear TV Total (TV & Video) 64 27 Daily reach (percent) 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Source: Kantar Consumer & Media. CATI 10
Time spent on live TV declines, while time spent on BVOD is increasing 126 126 107 Average daily minutes 87 Total (TVOV) Live (broadcast & online) PVR (recorded) BVOD 21 13 19 9 2018 2019 2020 2021 2022 1Q Source: Kantar TVOV (Two panels, with multiple technologies, census data and data integration). BVOD: NRK, TV 2, DNN and NENT 11
Netflix, YouTube & HBO declines, while BVOD increases 76 Other use of TV screen Netflix, YouTube, HBO BVOD (NRK, TV 2, NENT,DNN) 49 39 32 30 29 21 9 Average daily minutes 2018 2019 2020 2021 2022 1Q Source: Kantar TVOV (Two panels, with multiple technologies, census data and data integration). BVOD: NRK, TV 2, DNN and NENT 12
More and more people have access to SVOD 1Q 2020 1Q 2021 1Q 2022 1Q 2020 1Q 2021 1Q 2022 75 74 2.3 70 2.1 1.7 Number of streaming services At least one SVOD Source: Kantar Consumer & Media. TGI (CAWI) 13
More subscribers (SVOD) and high daily use Daily reach of streaming Subscription of SVOD YouTube 31 Netflix 59 Netflix 29 HBO Max 33 NRK TV 23 Viaplay TV 2 Play 30 15 HBO Max 13 TV 2 Play 29 Viaplay 11 Disney+ 26 Discovery+ 11 Disney+ 9 Discovery+ 18 VG TV 6 Apple TV+ 8 Apple TV+ 2 Amazon Prime Amazon Prime 2 7 Cmore Play 2 YouTube Premium 7 Google Play 2 Paramount+ 5 Strim 2 Viafree 1 Cmore Play 3 iTunes 1 Eurosport Player 3 Paramount+ 1 Percent Percent Eurosport Player Strim 1 2 Source: Kantar Consumer & Media. TGI (CAWI). 1Q 2022 14
Decline in listening after the digitalisation in 2017 72 68 68 68 68 67 67 66 65 65 62 60 59 58 57 64 63 63 62 61 60 58 54 53 53 53 Radio totalt (F&M) Lokalradio (F&M) Radio totalt UTEN lokalradio (F&M) Percent 15 15 15 14 14 13 13 13 13 12 12 11 10 10 9 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Source: Kantar Consumer & Media. CATI 15
Podcasts increase the consumption of total audio 66 65 68 68 67 65 65 62 60 59 58 58 57 Podcast Radio Radio & podcast 17 17 15 14 8 4 3 Daily reach (percent) 2 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 1Q 2022 Source: Kantar Consumer & Media. CATI 16
The Norwegian media strengthened their position during the corona pandemic 79 NRK 78 60 TV 2 51 45 VG 42 2021 28 2019 Dagbladet 26 Daily reach (percent) Source: Kantar Consumer & Media. NRK (radio, TV, online), TV 2 (TV & online), VG (paper & online), Dagbladet (paper & online). 17
The three largest media companies in Norway have a total digital daily reach of 78% Schibsted 62% Exclusive reach Schibsted 895.309 Amedia 40% Double reach Sch. & Amedia 559.771 Exclusive reach Amedia 365.458 Triple reach 655.815 Schibsted, Aller or Amedia: 78% Double reach Sch. & Aller 532.842 Double reach Amedia & Aller 148.810 Exclusive reach Aller Media 175.578 Aller Media 35% Source: Kantar Consumer & Media TGI 18
The three media houses have a higher reach than Facebook 88 78 74 Facebook Schibsted,Aller,Amedia Digital Schibsted,Aller,Amedia Digital & Print Source: Kantar Consumer & Media TGI 19
