One in three Norwegians answers the radio question about where they last discovered a new song they liked. That's three times more than new services like YouTube, Spotify and other streaming services. This is revealed in a new Nordic survey conducted by YouGov on behalf of TONO and the organization's Nordic sister societies.
/ 28/08/2017 / Janne SieversOne in three Norwegians answers the radio question about where they last discovered a new song they liked. That's three times more than new services like YouTube, Spotify and other streaming services. This is revealed in a new Nordic survey conducted by YouGov on behalf of TONO and the organization's Nordic sister societies.
Radio remains a strong channel for exposing Norwegian music lovers to new music. The survey, conducted in May among a representative sample of the population, shows that 32 percent of Norwegians primarily discover new music on the radio. 12 percent say YouTube and 11 percent a streaming service.
– Streaming services are used by 8 out of 10 Norwegians, and half of the population uses YouTube weekly. Nevertheless, three times as many Norwegians answer radio than these types of services when asked where they last discovered new music they liked. This may indicate that we are seeking out what we already know when we use YouTube and streaming services. We can conclude that radio is still extremely important, both for music lovers who want to discover new music and for songwriters and artists who want to reach the population with their music, says Cato Strøm, CEO of TONO.
Big age differences
It is worth noting that radio is far more important to those over 40 than to those younger. Among those in their forties, 45 percent say radio, and among those over 50, the proportion is 41 percent. Among those over 40, only one in ten say that it was on YouTube or streaming services that they last discovered new music they liked.
Among those aged 12 to 17, however, the picture is the opposite. Here, 12 percent say that radio is the most important channel for discovering new music. For these, YouTube is most important (21 percent), recommendations from friends (18 percent) and streaming services (16 percent) are most important.
Compared to a similar survey in 2015, we see a slight decline overall for the entire population for radio. At that time, 36 percent responded that it was on the radio that they last discovered a song they liked. 10 percent responded YouTube and 9 percent a streaming service.
Geographical disparities
Those living in Eastern Norway outside Oslo are the ones who discover new music on the radio the most, with a share of 37 percent. The lowest share is found in Trøndelag counties and further north, where 25,7 percent state that it was on the radio that they last discovered a song they liked.
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