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.