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Digitalization in the media industry in Denmark - statistics & facts

Digitalization is a major challenge for the media industry. Information can be made available and accessed online everywhere in the world. So far, the media has mainly consisted of traditional media like newspapers, radio, and television, but various platforms have been added recently via the internet. While in 2006, roughly two thirds of the Danish population used the internet daily, this share steadily increased afterwards. Today, nearly 90 percent of the population in Denmark used the internet on a daily basis. Similarly, the ownership of internet-enabled devices grew. In 2019, over 60 percent of households in the Scandinavian country owned smart TVs. Six years before, this share was 24 percent. Furthermore, the smartphone and tablet ownership rates increased by 25 percent each in the same period.

Online music platforms are one of the biggest winners of the recent digitalization process. In 2019, the digital share of the music industry revenue in Denmark was 91.7 percent. This was a growth of more than 50 percent compared to 2011. Streaming services in particular held the highest market share in recorded music. Nearly 11 billion on-demand music streams were recorded in 2019. By comparison, the amount was 1.6 billion as of 2012.

A similar development can be observed on the online video market. Consumer spending on digital video rose significantly in the past years, while physical content revenue dropped constantly. Additionally, over-the-top video services recorded nearly 2.5 million subscribers in Denmark in 2018, which was an increase of around 400,000 compared to the previous year.

Compared to the music and video market, newspapers, magazines, and books are still dominated by their traditional versions. To give an example, publisher revenue from printed books was considerably higher than sales generated through digital ones in 2018. Printed books accounted for 79.4 percent of the total market value. However, the digitalization of this industry progresses as well, even if slowly.

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Digitalization in the media industry in Denmark

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