Norway - the land of digital radio: Diffusion of radio tech and changing radio habits
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1 Norway - the land of digital radio: Diffusion of radio tech and changing radio habits Radio Days Europe Knut-Arne Futsæter Kantar
2 Agenda 1. Introduction 2. Diffusion of radio tech 3. Radio listening: Summary and future perspectives 2
3 1. Introduction
4 4 #LookToNorway: Digital leader Internet 97% Smart phone 91% Tablet 67% Access Daily reach Internet 91% Facebook 77% Mobile content 69%
5 Increased daily reach of Internet and mobile content 1 Percent «Internet» 91% 75 «Mobile content» 71% 5 25 Source: Daily reach Consumer & Media. Data fra Forbruker & Media fra Flerkanalsamfunnet (Lundby & Futsæter, 1993) Fragmentering av medielandskapet og oppsplitting av publikum (Futsæter 1998). Mobilt innhold gjelder alle norske mobile utgaver som er målt i F&M, både fra aviser, TV og andre. 5
6 Decreased daily reach of traditional media 1 Percent 75 TV 68% Radio 62% 5 Newspaper 44% 25 Magazines 25% Source: Daily reach Consumer & Media. Data fra Forbruker & Media fra Flerkanalsamfunnet (Lundby & Futsæter, 1993) Fragmentering av medielandskapet og oppsplitting av publikum (Futsæter 1998). Mobilt innhold gjelder alle norske mobile utgaver som er målt i F&M, både fra aviser, TV og andre. 6
7 Daily viewing time for TV: Decreasing viewing time especially among those under 4 years TV total: 15 NRK1: TV2: 28 Other: 49 TV3: 6 TVNorge: 1 NRK2: years 2-29 years 3-39 years Source: Norwegian TV-meter panel. Kantar Media. 7
8 Daily listening time among all : Decreased listening time from before the FM-switch off Minutes Radio NRK P4 Group Bauer Media Source: Kantar Media/Norsk Gallup. Official radio figures from the PPM panel. 8
9 Access of streaming is growing 61 Daily use of streaming 38% and podcast 6% Spotify Tidal/Wimp Apple Music Streaming Podcast Q4-1 Q4-11 Q4-12 Q4-13 Q4-14 Q4-15 Q4-16 Q4-17 Q4-12 Q4-13 Q4-14 Q4-15 Q4-16 Q4-17 Q1-18 Source : Kantar Media/Norsk Gallup. InterBuss. Streaming: DigitalRadioUndersøkelsen (DRU) 1. CATI
10 Radio listening vs. music streaming among years: More radio in the morning and less in the evening 9 Percent Radio Music streaming Kilde: Dagboksundersøkelsen 24 fra 217. Dekning per time. (Statistics: Reach % daily, split by 1 hour) n=2395
11 Technology and disruption: Opportunities and challenges for the radio industry 97% have online access 91% have smart phones 38% are streaming music daily 7% uses podcast daily 63% have access to headphones and 7% use them daily for radio The digital giants Apple, Google and Amazon Personalised radio services Smart speakers are potential game changers for radio? The battle of dashboard in cars and in digital audio devices 11
12 2. Diffusion of radio tech
13 Access to radio equipment: DAB and online equipment increases PC/Mac Digital TV receiver at home FM-radio at home Only FM-radio in car DAB-radio at home Mobile & tablet (apps) FM-radio in secondary homes DAB-radio or DAB-adapter in car FM-radio in mobile phone Internet radio (not DAB or FM) Digital TV receiver in secondary homes DAB-radio in secondary homes ipod/mp3-player with FM-radio FM pocket radio FM-radio in boat DAB-pocket DAB-radio in boat Q 218 1Q 217 Percent 13 Source : Kantar Media/Norsk Gallup. DigitalRadioUndersøkelsen (DRU) 1. CATI 13
14 Access to radio to equipment: High access to digital radio Percent Internett radio: PC/Mac, mobile (apps) radio, nettbrett, WiFi- internett radio. DAB-radio: DAB-radio (inkl. adapter), DABradio i bil (inkl. adapter), DAB-lomme radio Digital TV Total digital DAB-radio Digital TV Internet radio Q1-213 Q4-213 Q2-214 Q4-214 Q2-215 Q4-215 Q2-216 Q4-216 Q1-217 Q3 217 Q1 218 Source : Kantar Media/Norsk Gallup. DigitalRadioUndersøkelsen (DRU) 1. CATI 14
15 Number of radio devices: Number of DAB devices increases, but 18% less devices in 1Q 218 than 1Q Numbers DAB total DAB in car DAB at home FM total Q 216 2Q 216 3Q 216 4Q 216 1Q 217 2Q 217 3Q 217 4Q 217 1Q 218 Source : Kantar Media/Norsk Gallup. DigitalRadioUndersøkelsen (DRU) 1. CATI 15
16 Amount of the daily listeners who use different devices: More digital and less FM, but still 27% are using FM (local) 75 Percent FM 37 DAB Internet radio Digital TV Q 216 3Q 216 1Q 217 3Q 217 1Q 218 Source : Kantar Media/Norsk Gallup. DigitalRadioUndersøkelsen (DRU) 1. CATI 16
17 Amount of daily digital listeners: 86% of the listeners use a digital device 1 Percent Internet radio: PC/Mac, mobile (apps) radio, tablet, WiFi- internet radio. DAB-radio: DAB-radio (incl. adapter), DABradio in car (incl. adapter), DAB-pocket radio Digital TV Q4-212 Q4-213 Q4-214 Q Q 216 4Q 217 1Q 218 Source : Kantar Media/Norsk Gallup. DigitalRadioUndersøkelsen (DRU) 1. CATI 17
18 Amount of daily listeners who use FM and DAB in cars: 2% of the daily listeners are still using FM (local) in cars 6 Percent DAB FM Q 216 2Q 216 3Q 216 4Q 216 1Q 217 2Q 217 3Q 217 4Q 217 1Q 218 Source : Kantar Media/Norsk Gallup. DigitalRadioUndersøkelsen (DRU) 1. CATI 18
19 3. Radio listening:
20 The national FM switched off during Troms, Finnmark (4,6%): Nordland (4,7%): Trøndelag, M&R(13,7%): / S&F, Hordaland, Rogaland, Agder (27,8%): / Telemark, Buskerud Hedmark, Oppland (16,2%): / Østfold, Vestfold, Oslo, Akershus (34%) / Source: 2
21 Percent Daily reach : Declining daily reach for radio from august Nordland (4,7%): Trøndelag, M&R(13,7%): / Telemark, Buskerud Hedmark, Oppland (16,2%): / S&F, Hordaland, Rogaland, Agder (27,8%): / Østfold, Vestfold, Oslo, Akershus (34%) / Troms, Finnmark (4,6%): Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: Kantar Media/Norsk Gallup. Official radio figures from the PPM panel. All days. The information in the boxes indicates when NRK, P4 Group and Bauer Media shut down FM. 21
22 Minutes Daily listening time among all : Declining listening time from august Norland (4,7%): Trøndelag, M&R(13,7%): / Telemark, Buskerud Hedmark, Oppland (16,2%): / S&F, Hordaland, Rogaland, Agder (27,8%): / Østfold, Vestfold, Oslo, Akershus (34%) / Troms, Finnmark (4,6%): Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: Kantar Media/Norsk Gallup. Official radio figures from the PPM panel. All days. The information in the boxes indicates when NRK, P4 Group and Bauer Media shut down FM. The percent s in the boxes are the amount of the Norwegian population. 22
23 Minutes Daily listening time among all : The listening time for NRK declines, while the commercial stations are stable NRK 216 NRK 217 NRK 218 P4 216 P4 217 P Bauer 216 Bauer 217 Bauer Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: Kantar Media/Norsk Gallup. Official radio figures from the PPM panel. All days. 23
24 Daily listening time among all 216 vs 217: NRK declines and the commercial stations are stabile Radio NRK P4 Group Bauer Media Minutes Source: Kantar Media/Norsk Gallup. Official radio figures from the PPM panel. All days. 24
25 Daily reach 216 vs. 217: Fragmentation The five big declines while the other increase NRK P1 P4 Radio Norge NRK P3 NRK P1+ NRK P2 NRK mp3 P5 P7 NRJ Radio Rock NRK P13 NRK Nyheter P6 Radio Topp 4 Radio Vinyl NRK Sport Kiss P8 Norsk Pop NRK Klassisk Radio Soft Bauer Pop Up P1 Country P9 Retro 1,2 1,3 1,5 1,6,9 1,4 1,2 1,2,8,8,8,8,5,7,7,5,6,7,5,4,2 2,3 1,8 2,2 2 1,8 1,8 2,9 3,4 3,9 4,7 4,4 5,7 5,3 5,9 5,2 7,7 9,4 11,6 12,9 16,8 2,8 28,7 Percent 33, Source: Kantar Media/Norsk Gallup. Official radio figures from the PPM panel. All days. 25
26 Daily listening time blant all 216 og 217: The five big declines while the other increase Radio Big Other national Minutes Source: Kantar Media/Norsk Gallup. Official radio figures from the PPM panel. All days. The big 5 stations are NRK P1, NRK P2, NRK P3, P4 and Radio Norge. Other stations are all other national station that are measured in the PPM panel. 26
27 Daily listening time among listeners 216 and 217: Stable listening time among listeners, growth for P4 Group and Bauer Radio NRK P4 Group Bauer Media Minutes Source: Kantar Media/Norsk Gallup. Official radio figures from the PPM panel. All days. 27
28 Weekly reach : From 91% to 88% stable weekly reach for the commercial stations Radio NRK P4 Group Bauer Media Percent Source: Kantar Media/Norsk Gallup. Official radio figures from the PPM panel. All days. 28
29 4. Summary and future perspectives
30 Summary: Less radio listening in 217 the five big stations are declining while the small station are increasing Norwegians are digital leaders and TV, radio and print have declining audiences. The radio stations meet new competition from disrupting tech. Everybody has access to at least on digital equipment for radio listening in 218. BUT less devices at home, in cars and elsewhere than in 216. The daily reach for the nation stations are as expected declining,. The listening time among the listeners is stabile. The stations keep their loyal audience but have lost some of the sporadic listeners. NRK has lost listener's in 217 while the commercial station keep their marked shares. Fragmentation: The five big are declining while the small station are increasing 3
31 A future proof strategy In the personalized and digital media landscape the radio industry must have tailored made content and service to meet the demand for different target groups. Radio stations and audio content have to be available on all possible digital devices. With 3 DAB+ station and new digital services the radio industry is prepared for the battle for the car dashboards and in other audio systems. 3 station and digital services such as geo-located traffic information and weather services is definitely more future proof than five FM stations. 31
32 Norwegian radios are fit for the digital future!
33 Knut-Arne Futsæter Kantar Media
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