New Scandinavian Music Streaming Survey by Aspiro Shows Youth are the Most Willing to pay
OSLO, Norway, June 23, 2011 /PRNewswire/ –
In Scandinavia, music streaming has already become mainstream, and
revenues are increasing at a brisk pace. New research reveals willingness to
pay for such a service is at its peak amongst the future generation. Half of
those under 30 have also disposed of their CD-collection, and stopped
The figures derive from a survey conducted by Norstat on behalf of music
streaming service WiMP, in Norway, Denmark and Sweden.
In the young population, almost half of the Scandinavian respondents
listened to music through streaming during last week. Swedes are on top of
the charts, closely followed by Norway and with Denmark somewhat behind.
Among young Swedes, a staggering 73 percent claim to be willing to pay
for a music streaming service, however 18 of these 73 percent note that it
depends on the quality of the service. Correspondingly in Norway, the number
of youth willing to pay is 65 percent.
In the first quarter 2011 according to IFPI, the digital music revenue
share was larger than the physical in Norway, while streaming revenues were
larger than download.
While streaming is rapidly becoming the norm in the northern countries,
a total of some 30 percent still claim not to know what a streaming service
is, suggesting a potential further increase as knowledge continues to
“It’s very gratifying to see that especially the young people are
willing to pay for a good music service that offers a music experience. It
bodes well for the future. Paid streaming will help to reverse the declining
trend in music revenues,” said Per Einar Dybvik, head of WiMP in Aspiro.
The survey also shows that by far the most important factor for
Scandinavian’s choice of music service is that it’s easy to find old
“We work hard to make it easy for people to find their fancy amongst the
millions of tracks in our service, and to highlight and promote old and new
favorites in various genres. This is the focus both for our local editors,
and our development team,” says Dybvik.
The increase in streaming also affects the proportion of people who
download music files illegally. Almost 40 percent say that streaming has led
to that they no longer do so, while the figure is even higher, close to 50
percent for those under 30. Half of the younger generation, according to the
survey also already got rid of their CD collection, compared to about a
quarter of the population overall.
The survey was conducted in June by research firm Norstat on behalf of
the music service WIMP. The survey had 3,000 respondents, divided equally
between Norway, Sweden and Denmark with a thousand each. For further
details, please go to http://www.aspiro.com/musicinsights
Aspiro in Brief
Aspiro has unique positioning as the world’s only provider of both
streaming music and TV services delivered as a complete hosted white label
service to partners. Aspiro also delivers music streaming service WiMP
directly to consumers in Scandinavia. Aspiro utilize over ten years mobile
technology and retail experience, delivering its premium services to
companies worldwide including Deutsche Telekom, Telefonica O2, Telenor, 3,
TeliaSonera, BBC, Aftonbladet, mBlox, TVNorge, Entel and VG. Aspiro is
listed on the Nasdaq OMX Stock Exchange in Stockholm. 2010 sales for
continuing operations were SEK 262 m and the company has some 115 employees.