9.35-10.15

Consumer choice - a brand new analysis

Daniel Ebert Pedersen

What do Danes actually see? What do they have access to – and what can they not do without? And not least: what are they willing to pay for in an increasingly fragmented media world?

This year we delve even deeper into the world of the Danish media consumer and provide a new, detailed and unique insight into TV and streaming consumption in Denmark. The analysis uncovers a wide range of key parameters that together provide a much better understanding of the Danish media market and consumers' actual priorities.

We look at what content Danes watch, what services they have access to, what subscriptions they choose – and how they subscribe. Loyalty to classic TV providers and early streaming services is under pressure as the supply of content grows, prices rise, and new – often cheaper – advertising-funded subscription types gain ground.

The analysis focuses particularly on the media economy in Danish households. What role do the major international streaming services play in the consumer's everyday life? How do you prioritize your money when streaming subscriptions have increased in price by 20–30 percent overall, and competition for both time and money is becoming increasingly fierce?

We also take a closer look at the fight against password sharing: What do the services' new initiatives mean for consumer behavior, willingness to pay, and subscription patterns? Do the interventions lead to more paying customers, fewer subscriptions – or new forms of adaptation among consumers?

The analysis places TV and streaming consumption in a broader media context and also looks at the interaction with other subscription types and digital services, where competition for both attention and consumers' disposable income is intense.

The result is a holistic and in-depth analysis of the Danish TV and streaming consumer's behavior, preferences and media economy - a solid knowledge base for everyone who works professionally with content, distribution, platforms and business models in the Danish media landscape.