Award season is in full swing and this week we turn our focus to the music scene. In the US, the industry is preparing to celebrate the 62nd Grammy Awards and Alicia Keys is returning to host “the biggest night in music” this Sunday. American singer and songwriter Lizzo with eight nominations is in top, followed by Lil Nas X and Billie Eilish who are up for six honours each. The Nordic music industry is also celebrating. Last Saturday, the annual P3 Guld awards ceremony was held in Gothenburg. Molly Sandén was the clear winner of the night, scoring both “Pop of the year” and “Guldmicken”.
Today, most consumption of music takes place online and especially music streaming services are popular in the Nordics – household penetration ranges from 44% to 60%. The highest figure is noted in Norway where approx. 1.3 million households subscribe to a music streaming service. Comparing specific services, Spotify is the clear market leader in all countries. The service tallies a total of approx. 4.7 million subscribing Nordic households, the highest penetration being found in Sweden (54%).
Spotify´s lowest household penetration is found in Denmark. While still being the market leader, Spotify is challenged by local operator Yousee´s own music streaming service that attains a household penetration of 14%. This competitive situation is unique for the Danish market. On the other Nordic markets, the second most popular services merely attain household penetrations ranging between 4-6%. Yousee’s strong position on the Danish market is a consequence of both reach and pricing. Yousee is the largest pay TV, broadband and mobile operator in Denmark. Yousee Music is included as an optional benefit for all Yousee More subscribers and free of charge for all new mobile phone subscribers.
*Events where Mediavision will be presenting