Media usage in Finland - Statistics & Facts

The most consumed media in Finland in 2017 were television, radio and social media. According to a survey conducted during the first half of 2017, television accounted for 25 percent of the total daily media consumption. As measured in 1,100 Finnish households in 2017, people watched roughly 2 hours and 50 minutes of TV per day. Linear TV still accounted for over 90 percent of the consumption. In terms of radio consumption, the physical radio device was still used by over 80 percent of Finns. The country’s public broadcaster Yleisradio (Yle) plays an important role. In rankings of the most popular TV and radio stations by audience share, channels owned by Yle ranked first.

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 2018 survey on the weekly reach of newspapers, the reach of online newspapers exceeded that of printed newspapers. Particularly among millennials, accessing magazines on a mobile device proved popular. Regarding social media and streaming platforms such as Spotify, YouTube and Facebook, weekly user numbers have an increasing trend. As of 2017, it was estimated that Facebook, YouTube and WhatsApp attract three million weekly users each. On-demand services are by no means strangers in Finnish households, as local survey results reveal that Netflix, Viaplay and HBO Nordic were the most popular paid video platforms.

Even books, traditionally borrowed from public libraries in Finland, were increasingly accessed electronically. Whereas the number of books borrowed decreased annually since 2011, amounting to 15.5 per inhabitant in 2017, the number of e-book borrowings grew from 151 thousand in 2014 to 562 thousand in 2017. Regarding magazines,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 325 thousand.

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