Global Media Intelligence 2021: Denmark

Noteworthy in 2021

Age and affluence are still determining factors for much traditional media consumption.

• More than two-thirds (68.2%) of Denmark’s internet users ages 16 to 64 listened to broadcast radio in the month before polling in Q1 2021. As in previous years, penetration correlated directly with age and income and was also high in rural areas at 82.7%.
• Print media drew much smaller audiences. Newspaper readership stood at 43.0% overall. Consumption varied dramatically across age and income groups, however. While 56.9% of internet users ages 55 to 64 had read a print newspaper in the prior month, just 23.8% of the 16-to-24 age bracket had done so. More than half of affluent respondents were print newspaper readers.
• Magazine readership was even lower, at 39.5%. But here too, engagement was higher than average among the oldest respondents (50.9%) and affluents (46.1%).
• Though the reach of print newspapers and magazines may be shrinking, internet users in Denmark spent an average of 42 minutes per day with print in H1 2021. Time spent with online press had risen year over year (YoY), however, from 54 minutes to 1 hour (1:00).
• Broadcast TV remains widely popular in Denmark. Yet between H1 2020 and a year later, penetration declined in every cohort. In H1 2021, 78.4% of internet users ages 16 to 64 watched live TV in the prior month. Usage was at least 10 percentage points greater among respondents ages 45 to 64, and 88.1% in higher-income households, though.