DANSKERNES DIGITALE MUSIKFORBRUG. Temadag for musikbibliotekarer 22. november 2018 Thue Iversen - Koda

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1 DANSKERNES DIGITALE MUSIKFORBRUG Temadag for musikbibliotekarer 22. november Thue Iversen - Koda

2 45 MINUTTER Om Koda og hvorfor vi undersøger det digitale musikforbrug Undersøgelsen: Digital Music in the Nordics Hvis tid: Hvad gør streamingtjenester ved forbruget? (Rasmus Rex) Dansk musikomsætning

3 KODAS OPGAVE

4 KODA FORVALTER MUSIKSKABERNES RETTIGHEDER Koda sørger for, at komponister og sangskrivere får den betaling, de har ret til, når deres musik spilles offentligt. Siden 1926

5 OPHAVSRETTEN - EN MENNESKERET Enhver har ret til beskyttelse af de moralske og materielle interesser, der hidrører fra en hvilken som helst videnskabelig, litterær eller kunstnerisk frembringelse, som vedkommende har skabt. Artikel 27 FN s menneskerettigheder

16 ET ÅR I KODA

17 ansatte sørger for kunder betaler Over kroner for Brugen af mere end forskellige musiknumre af i alt medlemmer får betaling Medlemmerne registrerer i snit 150 nye numre om dagen Koda er nonprofit og mere end 90 procent af indtægterne går til musikken Mere end to 2/3 af Kodas udbetalinger går til udlandet: /4 af udbetalinger til danske medlemmer kommer fra udlandet:

18 INDTÆGTER FRA ONLINE 231 millioner mere end 20 procent af omsætningen UDVIKLINGEN Fra nul og piratjenester Til itunes (2005), BibZoom (2006), TDC PLAY (2008), Wimp 2010, Spotify 2011 og Apple Music

19 UDFORDRINGEN I DAG Lav eller ingen betaling fra tjenester som YouTube og Facebook Løsning: Reform af ophavsretten i EU 24

20 POLARIS NORDIC SURVEY 25

21 DIGITALT MUSIKBRUG I DK Music streamers 8 15 procent flere streamer (2017: 7) Premium subscribers/ bundlers Only use free/trial versions (do not have any paid subscription) Non streamers 4 (4) 40% (31%) 1 (2) Lidt mere end halvdelen af forbrugerne betaler 30 procent flere streamer kun gratis

Music consumption Nordic and countries overview Music streamers 90% 8 9 88% 9 (2017: 80%)

(48%) 50% (48%) 2 (2) Only use free/trial versions (do not have any paid subscription) Non

22 Music consumption Nordic and countries overview Music streamers 90% % 9 (2017: 80%) (2017: 7) (2017: 8) (2017: 81%) (2017: 8) Premium subscribers/ bundlers 4 (40%) 4 (4) 51% (48%) 50% (48%) 2 (2) Only use free/trial versions (do not have any paid subscription) Non streamers 47% (40%) 10% (20%) 40% (31%) 1 (2) 41% (3) 8% (17%) 38% (3) 1 (19%) 67% (60%) 8% (18%) 27

23 Top 5 audio and video services used for streaming of music HVOR ER FORBRUGERNE? YouTube 6 Spotify usage Note that the question (Q9a) was multiple hence the percentages do not sum to 100% YouTube 7 Spotify 38% 38% 3 Spotify 69% 6 6 YouSee Musik Facebook itunes 19% 18% 21% 17% 10% 1 19% 5 free/trial 50% paid/bundle YouTube Spotify Facebook Nordic 20% 5 7 Facebook Instagram itunes 19% 1 8% 1 17% 3 free/trial 70% paid/bundle YouTube Spotify 58% 5 50% 69% Instagram itunes 11% 10% YouTube Spotify 51% 4 38% 8 Facebook itunes Instagram % 31% free/trial 71% paid/bundle free/trial 61% paid/bundle Facebook Instagram YouTube Music 1 10% 18% 6 free/trial 4 paid/bundle Q7a Which of the following digital music services do you use when listening to music? Base: All Q7b Which of the following digital services/social media do you use to watch or listen to music or music videos? Base: All Q9a Which version of Spotify have you used within the last 12 months? Base: Users of Spotify 28

24 BRUGER KUN YT OG SOME ONLY STREAM MUSIC ON YOUTUBE AND SOME NORDIC AND COUNTRIES 20% 19% %

25 HVOR STORT ER FORBRUGET? Lidt under halvdelen af musikforbrugerne streamede kun på gratis tjenester, men 13,41 7,80 Weekly hours - free/trial versions Weekly hours - paid services

26 Weekly time spend on the top 5 audio and video services used for streaming of music Out of the top 5 digital services used for streaming, the most time is spend on Spotify and on paid/bundle Spotify subscriptions in particular. In general, Swedes and Norwegians have a larger time consumption on the services in top 5 Nordic average 14,00 Nordic average 10,5 hours 12,00 10,00 8,00 Nordic average 4,0 hours 6,8 hours 8,3 7,4 12,3 9,2 7,9 12,4 Nordic average 4,1 hours Nordic average 4,7 hours Nordic average 4,6 hours 6,00 4,00 2,00 5,0 4,0 3,8 3,2 6,0 5,9 5,8 5,6 4,9 5,0 5,1 4,7 3,5 3,5 4,1 3,3 3,1 3,1 0,00 Free/trial version Paid/bundle Q8a In a typical week, how many hours do you spend listening to music or watching music videos on the following digital services? Base: Use digital service to listen to music DK SE NO FI 31

27 SAMLET FORBRUG I DK YouTube Music (New subscription Hype Deezer; Machine; Bandcamp; Vimeo; Napster; 1% 1% 1% 1% 0% service dedicated to music); SoundCloud; Daily Motion; Tidal; Google Play Music; itunes; YouTube; 21% TELMORE Musik; Instagram; Other digital service; Apple Music; Spotify (Paid/bundled); 20% Facebook; YouSee Musik; 9% Spotify (Free/trial/don't know); 10%

28 ET EKSEMPEL HVAD DE MANGE DATA KAN BRUGES TIL

29 Nordic profile of people with a paid audio streaming service (in comparison to the general population) 4 No gender differences Premium subscribers/bundlers Only use free/trial versions (do not have any paid subscription) 4 47% year olds and to a lesser degree year olds Yearly household income of more than DKK/SEK/NOK More frequent concert goers Non streamers 11% Favorite music genres are: Rap/Hip-Hop, Alternative & Indie, RnB/Urban, Pop, Dance & Electronic Much more frequent subscribers of TV/movie streaming services More who agree that YouTube should pay musicians for their work displayed on the digital service More who agree that the price for having access to all music through a paid subscription service is fair 34

30 Nordic profile of people who only use free/trial versions of audio streaming services (in comparison to people with a paid audio streaming service) Premium subscribers/bundlers Only use free/trial versions (do not have any paid subscription) Non streamers 4 47% 11% No gender differences More aged and fewer aged and % More in the lowest and less in the highest income groups More Finns than Danes, Norwegians, and Swedes Less frequent concert goers Favorite music genres are: Pop, Rock, 8os music, 90s music, and Classic Rock. More have purchased CD s in the past 12 months More listen to and watch music on YouTube. More discovers new favorite songs on YouTube and on TV. More users of YouTube Music Spend much more listening to music on Spotify (the free/trial version) When choosing a music service for listening to music, many more find it important that it is free Fewer have a paid subscription to video streaming services. Netflix, HBO Nordic, and ViaPlay especially More often find and music on social media 35

31 FILM OG SERIER

Streaming of TV/movie content an overview of the Nordic markets

service 61% 6 6 58% 12 hours Average streaming time per week

32 Streaming of TV/movie content an overview of the Nordic markets Nordic total 6 Has at least one TV/movie content streaming service 61% % 12 hours Average streaming time per week (among TV/movie streamers) 11,1 hours 12,7 hours 12,4 hours 11,6 hours Q11 Do you currently subscribe to one or several of the following digital services providing TV and/or movie content? Base: All

33 Streaming of TV/movie content Nordic and countries Across all four Nordic countries, there are significant increases in the number of people who subscribe to video streaming services, Netflix and HBO Nordic especially Netflix Viaplay TV2 Play HBO Nordic C More Dplay Amazon Prime Other None Netflix HBO Nordic Viaplay C More Amazon Prime Other None 19% 18% 1 19% 1 9% 19% 1 9% 8% 1% 1% 21% 1 8% 17% 1 11% % 5 48% % 5 Nordic Netflix Viaplay HBO Nordic C More TV2 Play Elisa Viihde Other Amazon Prime Dplay Sonera Viihde None 17% 1 10% 1% 38% 4 Netflix Viaplay HBO Nordic C More Dplay Amazon Prime Other None Netflix Elisa Viihde C More HBO Nordic Viaplay Sonera Viihde Other None 2 20% 18% 1 11% 1 1 1% % 7% 9% 8% 8% 47% 37% 30% % % 31% 4 50% %

34 FLERE DATA

35 Channels where a new song was discovered Nordic Radio is still the main channel for discovering new songs I heard it first on the radio 3 37% 39% I heard it first on YouTube 11% 1 10% A friend played the song I heard it first on a streaming service dedicated to music (not YouTube) I heard it first on TV 11% 9% 11% 11% 10% 8% 7% I discovered the song via Facebook, Instagram or similar social media I heard it first at a concert I heard it first on some other Internet site Q21 Think back to the last time you discovered a new song/piece of music you really liked: How did you discover it? Base: All 41

36 Channels where a new song was discovered - countries Radio is still the main channel for discovering new songs Significant changes from 2017 to I heard it first on the radio A friend played the song I heard it first on YouTube I heard it first on a streaming service dedicated to music (not YouTube) I heard it first on TV I discovered the song via Facebook, Instagram or similar social media I heard it first at a concert I heard it first on some other Internet site 10% 9% 9% 8% 9% 9% 7% 7% 8% I heard it first on the radio A friend played the song I heard it first on YouTube I heard it first on a streaming service dedicated to music (not YouTube) I heard it first on TV I discovered the song via Facebook, Instagram or similar social media I heard it first at a concert I heard it first on some other Internet site 11% 9% 1 11% 11% % 7% 1% 1% 31% I heard it first on the radio A friend played the song I heard it first on YouTube I heard it first on a streaming service dedicated to music (not YouTube) I heard it first on TV I discovered the song via Facebook, Instagram or similar social media I heard it first at a concert I heard it first on some other Internet site 1 9% 9% 11% 1 10% 1 11% 9% 8% 7% 8% 7% 30% I heard it first on the radio A friend played the song I heard it first on YouTube I heard it first on a streaming service dedicated to music (not YouTube) I heard it first on TV I discovered the song via Facebook, Instagram or similar social media I heard it first at a concert I heard it first on some other Internet site 10% 10% 10% % 9% 37% 37% 41% Q21 Think back to the last time you discovered a new song/piece of music you really liked: How did you discover it? Base: All 42

37 Channels where a new song was discovered by age Radio is primarily used to discover new music by people over 40 years old. Young people primarily discover new music through friends and YouTube I heard it first on YouTube I heard it first on TV I heard it first on the radio I heard it first on some other Internet site I heard it first on a streaming service dedicated to music (not YouTube) I heard it first at a concert I discovered the song via Facebook, Instagram or similar social media A friend played the song 2 10% 9% 7% 11% 29% 1% 1% 1 8% 1% 9% 30% 1 9% 7% % 11% 1 1 7% 7% 7% 8% % 3 1% 8% 21% 17% 1 7% 1% 1% 8% % 11% 8% % 7% 8% 10% % 3 1% 18% 28% 1 7% 0% 8% 7% 27% 1 1 9% % 1 9% 9% 9% % 1 18% 1 0% 1% 20% 1 10% 9% Q21 Think back to the last time you discovered a new song/piece of music you really liked: How did you discover it? Base: All 43

38 Purchase of music - Nordic The number of people who purchase music has declined across the Nordics. It is primarily caused by fewer people purchasing CD s Significant changes from 2017 to 1 Yes, I have purchased music downloads Yes, I have purchased CDs % 19% Yes, I've purchased albums or singles in vinyl format 7% NET: Have purchased music 31% 3 3 Yes, I've purchased music in other physical format Q6 In the past 12 months, have you purchased music downloads, or music in a physical format, such as CDs or vinyl albums? Base: All 44

Purchase of music - Countries The number of people who purchase music has declined significantly in Denmark, Sweden, and Finland Yes, I have purchased music downloads 11% 1 1 Yes, I have purchased

NET: Have purchased music Yes, I've purchased albums or singles in vinyl format 7% 2015 NET: Have purchased music Yes, I've purchased music in other physical format 27 % 32 % 32 % Yes, I've purchased

39 Purchase of music - Countries The number of people who purchase music has declined significantly in Denmark, Sweden, and Finland Yes, I have purchased music downloads 11% 1 1 Yes, I have purchased music downloads 11% 1 1 Significant changes from 2017 to Yes, I have purchased CDs % 2017 Yes, I have purchased CDs % 2017 Yes, I've purchased albums or singles in vinyl format 7% 2015 NET: Have purchased music Yes, I've purchased albums or singles in vinyl format 7% 2015 NET: Have purchased music Yes, I've purchased music in other physical format 27 % 32 % 32 % Yes, I've purchased music in other physical format 28 % 32 % 34 % Yes, I have purchased music downloads 21% 20% 2 Yes, I have purchased music downloads 11% 1 10% Yes, I have purchased CDs 1 20% 19% 2017 Yes, I have purchased CDs 17% Yes, I've purchased albums or singles in vinyl format 7% 8% 8% 2015 NET: Have purchased music Yes, I've purchased albums or singles in vinyl format 2015 NET: Have purchased music Yes, I've purchased music in other physical format 39 % 41 % 41 % Yes, I've purchased music in other physical format 30 % 35 % 30 % Q6 In the past 12 months, have you purchased music downloads, or music in a physical format, such as CDs or vinyl albums? Base: All 45

40 Attitudes towards music and rights - Nordic and countries Across the Nordics, 7 in 10 agree that it is fair that online services who use music, pay a share of their revenue to the creators of the music. Compared to Sweden and Denmark, significantly more Norwegians and Finns think that the price for getting access to almost all music through a subscriptions based streaming service is cheap I often find interesting music via social media DK SE NO FI 20% 18% 19% % 29% 3 28% 2 27% Significant changes from 2017 to Results shown for Topbox [Agree/Strongly agree] I often share links to music tracks, music videos or playlists on social media DK SE NO FI 10% 7% 9% Nordic average I think that the price for getting access to almost all music through a subscription based streaming service is cheap DK SE NO FI % I think it's fair that online services who use music as a part of their business, pay a share of their revenue to the creators of the music DK SE NO FI 69% 69% % Q24 Do you agree or disagree with each of the following statements? Base: All 46

41 STREAMINGENS KONSEKVENSER FOR HVAD VI LYTTER TIL - RASMUS REX

42 MAINSTREAM-HITS OG MINDRE DANSK Top-1 procent står for lidt over 80 procent af det samlede antal streams Dansk musik kan være under pres Playliste tendensen de unge får ikke anbefalinger fra DR Algoritmer dårlige til dansk musik 48

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44 Ifølge ny rapport steg omsætningen i musikbranchen med 23 procent, og det er i høj grad liveområdet, som driver fremgangen. Trods udfordringer på særligt området for indspillet musik er år to med vækst et tegn på, at økonomien i musikindustrien klarer sig bedre end længe, lyder det fra organisationerne bag rapporten. 50

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47 SE MERE KODA.DK/TAL KONTAKT: Husk at melde dig ind i Koda

Polaris Nordic Digital Music in the Nordics. By: Simon Bugge Jensen & Marie Christiansen Krøyer

Polaris Nordic Digital Music in the Nordics October By: Simon Bugge Jensen & Marie Christiansen Krøyer Digital Music Services in the Nordics Content 3 Background 6 Results 7 Streaming 15 Behavior 23 Attitudes