Media usage in Finland - Statistics & Facts

The most consumed media in Finland in 2016 were television, radio and social media. According to a survey conducted during the first half of 2016, television accounted for 26 percent of the total daily media consumption. When looking at the development of following particular media on a daily basis in 2016 compared to 2014, internet usage increased on all devices, most notably on mobile phones. The usage of commercial TV and radio, however, decreased during the corresponding period. This demonstrates the growing presence of digital media in Finland. As of 2016, the most important digital media services among Finns included YouTube, Yle Areena and Spotify. The changes are further reflected in news consumption patterns, since the internet has overtaken traditional media as the main source of news in Finland.

The transition from traditional to digital in the Finnish media space is visible in various media, especially among the younger population in Finland. According to a 2017 survey on the weekly reach of newspapers, the reach of online newspapers exceeded that of printed newspapers. Particularly among millennials, accessing newspapers on a mobile device was nearly as common as reading the print version. In the music industry, a survey found out that over 40 percent of individuals aged 16 to 24 years had a paid subscription to a music streaming service such as Spotify or Apple Music in 2016. In terms of movies, TV series and sports events, results from another survey revealed that nearly 70 percent of individuals in the same age group used online services to stream content. In general among Finns, broadcasters’ free online-TV services proved the most popular. Even books, traditionally borrowed from public libraries in Finland, were increasingly accessed electronically. From 2014 to 2016, the number of electronic publications borrowed from libraries nearly tripled, amounting to over 400,000 copies in 2016.

Regarding traditional media, television consumption has remained nearly unchanged over the years. As measured in 1,100 Finnish households, the daily television viewing time in Finland amounted to nearly three hours in 2016. In terms of radio consumption in the same year, the physical radio device was still used by nearly 90 percent of the surveyed individuals for listening to broadcasts. In Finland, the country’s public broadcaster Yleisradio (Yle) plays an important role. In rankings of the most popular TV and radio stations of 2016 by audience share, channels owned by Yle ranked first. Unlike television consumption, the number of books borrowed decreased annually since 2011, amounting to a little under 16 per inhabitant in 2016. Meanwhile, the average time spent reading a magazine amounted to roughly an hour, the most popular ones being Yhteishyvä and Pirkka. For the news-hungry, Helsingin Sanomat was the most widely read newspaper in the country with circulation of nearly 322,000.

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