Global Media Intelligence 2020: Denmark

Global Media Intelligence 2020: Denmark

Key Features

Generational divides persist in some audio and video habits.

  • Broadcast TV is still a key media experience in Denmark. In H1 2020, 82.7% of internet users ages 16 to 64 watched live TV in the prior month, with higher penetration among older cohorts, according to GlobalWebIndex. Overall, 55.2% of respondents had watched broadcasters’ catch-up or on-demand services—a gain of 5 percentage points since 2019.
  • Meanwhile, digital video extended its reach. In H1 2020, 88.6% of internet users viewed some form of digital video in the prior month, compared with 87.7% in H1 2019. Uptake of subscription video-on-demand (SVOD) services like Netflix increased more steeply (from 72.8% to 77.1%).
  • Internet users ages 16 to 24 were the standout consumers of overall video streaming and SVOD, recording usage above 96% for each.
  • GlobalWebIndex found major age-related variations in digital audio consumption, too. Overall, 65.4% of internet users polled in Denmark streamed music, podcasts, or other digital audio content in the prior month, compared with 61.1% in H1 2019. But usage among those 16 to 24 remained far greater, approaching 93%. For respondents ages 45 and older, penetration was up by several percentage points, but still below average.

authors

Karin von Abrams

Contributors

Anam Baig
Senior Editor
Joanne DiCamillo
Donte Gibson
Chart Editor
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Magenta Ranero
Senior Chart Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor