Who's Still Watching TV in the Nordic Countries? - eMarketer

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Who's Still Watching TV in the Nordic Countries?

Internet users across the region tap traditional and streaming TV

June 16, 2016

Internet users ages 26 to 35 in Denmark and Sweden are less likely to watch traditional TV than their counterparts in Norway and Finland, research from AudienceProject shows. But for those ages 36 and older, traditional TV is still overwhelmingly the way to view across Nordic geographies.

Demographic Profile of Traditional TV Viewers in Select Nordic Countries, Feb 2016 (% of internet users in each group)

While 72% and 70% of those ages 26 to 35 in Demark and Sweden, respectively, view TV traditionally, in Norway and Finland, internet users view traditional TV 83% and 84%. Broader trends are fairly obvious: The older the internet user, the more likely she is to access TV via traditional means.

Bigger discrepancies are revealed, meanwhile, when it comes to the demographic profile of internet users who stream TV throughout the region.

Demographic Profile of Streaming TV Users in Select Nordic Countries, Feb 2016 (% of internet users in each group)

For example, in Demark and Finland, about 60% of female internet users stream TV; in Sweden and Norway, the figure is around 70%. And male internet users throughout the four countries are less likely to stream TV in general, at 60% to the total female figure of 66% of users.

And while 86% of internet users ages 15 to 25 in Norway stream TV, just 72% of users in Finland do—solidly below the age group’s average across the Nordic region total of 80%.

In general, AudienceProject estimates that just over 60% of internet users stream TV in the region. But in the case of Sweden and Norway, about half of those ages 56 or older who use the internet also stream TV, which proves that just because users may be older, they’re not necessarily technology-averse.

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