Denmark is switching to digital media
Danes are spending nearly five hours per day using the internet on any device. Offline media are losing the attention among the Danish communities in favor of digital entertainment. Usage data shows that overtime radio and TV are commanding less and less of media time in the country, while the interest in online activities is growing. For example, in 2022 more than a quarter of Danish respondents said they watched TV via the internet every day. Similarly, online music access is quite popular among the population in the country. In the last measured period, over 40 percent of individuals in Denmark were either streaming music for free or using paid services for that purpose.Which medium is preferred in an offline format?
Interestingly, when it comes to reading, the Danes are all about the physical format. The good old print books are far more popular than e-books. This trend is evident when looking at consumer behavior data, with the majority of books in Denmark being bought in brick-and-mortar bookstores. The favorability of printed format is also reflected in publishers’ profits, where print book sales is 2.3 times higher than those of digital sales . What is more, it seems that the frequency of e-book usage in Denmark is decreasing over time. Between 2016 and 2021, the share of Danes who were reading e-books daily almost halved, while the share of respondents who never read the digital format grew by 10 percentage points.While the majority of media usage is shifting to the internet with gaming and streaming leading the way, the last beacon of hope for the traditional media is books. The Danes prefer their literature to be tangible and choose printed over digital formats.
