Norwegians have the highest willingness to pay in the Nordic region and it is the young who lead the way, shows a new YouGov survey commissioned by TONO and TONO's Nordic sister societies. The survey is unique in its kind, and maps music habits and attitudes towards music in Norway, Sweden, Finland and Denmark.
/ 09/08/2017 / Willy MartinsenFor more information and high-resolution images, contact:
Willy Martinsen, Communications Manager TONO | tel. 909 65,254 | willy.martinsen@tono.no
See the survey here (pdf document, opens in new window)
– 66 percent of those between 12 and 29 use paid premium subscriptions to streaming services. This is the highest in the Nordic region in this age group, and not least it means that young generations of Norwegians are now growing up who are used to music being something you pay for, says CEO of TONO, Cato Strøm.
The Polaris music survey: Digital Music Services in the Nordics 2017 shows, among other things, that:
Norwegians buy the most music
Music lovers in Norway buy more music – downloads, CDs, vinyl and other formats – than in other Nordic countries. 20% of Norwegians paid for downloads, and the same percentage reported having bought a CD in the past 12 months. 7% reported having bought music on vinyl. All of these figures are higher than in our neighboring countries.
The survey also shows that new music is still primarily discovered on the radio. One in three Norwegians discovers new music on the radio, while just over 10% say they last discovered a new song on YouTube and other streaming services. However, there are large differences in age here. Those over 40 in particular discover new music on the radio, while those aged 12-17 say friend recommendations, YouTube and streaming services are most important.
– Streaming services are obviously consumers' dream, and we are pleased that more and more people believe that music creators should be paid when music is used online. This is not least nice to have as we are now working to ensure that the EU understands that Europe needs new legislation that will give music creators a fair share of the revenues that Facebook, for example, has linked to music content. But we should not forget that what goes back to the rights holders is still perceived as modest. We must continue to work to ensure that this increases in the future, and that all services pay for themselves, says Cato Strøm.
See the survey here (pdf document, opens in new window)
About the survey
Digital Music Services in the Nordics 2017 was commissioned by TONO and its sister societies KODA and Teosto. Interviews were conducted with over 1000 people aged 15-65, as well as parents of children aged 12-14, in each of the four Nordic countries represented (Norway, Sweden, Denmark and Finland). In total, over 4000 online interviews were conducted.
About TONO:
TONO is a non-profit cooperative, founded in 1928, owned and managed by its members: composers, lyricists and music publishers. TONO manages performance rights for musical works in Norway, and collects royalties for their public performance. TONO represents Today more than 29,000 TONO members, as well as more than 2,5 million authors from other countries in the Norwegian territory through reciprocal agreements with sister societies worldwide. TONO's results for distribution are transferred to the rights holders of performed musical works. TONO facilitates the use of music in society, while at the same time providing music creators with a basis for constantly creating new musical works. For more info: www.tono.no
For more information:
Willy Martinsen, communications manager at TONO | mob. 909 65 254, | willy.martinsen@tono.no