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Streaming Music Trends In Northern Europe

You probably don’t need numbers to tell you this, but streaming music is on the rise in Northern Europe. WiMP, Norwegian streaming music service, just published results of a survey it conducted in their current markets, Norway, Sweden, Denmark, and Germany.

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According to their results, Norwegians are the most likely to have access to a streaming service at 61%, while 56% say they do in Sweden, 35% in Denmark, and 16% in Germany.

Despite Norway’s lead in awareness, Swedes were the most likely to respond that they had listed to streaming music during the last week, totaling over a third of all respondents. Norway saw the biggest gains, however, with 31% now streaming music compared to 20% one year ago. Danes jumped up from 14% to 22%, while Germans are tailing at 16%.

Perhaps the most interesting numbers to pay attention to are willingness to pay for a streaming services, which is fairly remarkable considering streaming services are competing with piracy among young people.

WiMP says in their press release:

Willingness to pay increased in parallel with access and usage and Swedes, who’s had access to streaming services the longest, are on top of the list with 36% saying ‘Yes’, followed by Norwegians (33%), Germans (25%) and Danes (14%). Especially in Norway, this share is steadily increasing, from 25% last year and 30% in January. The share who says ‘Maybe, it depends on the service’ also increased from 24% to 32%, while the share who said ‘No’ reduced as much as 16 percentage points from 51% last June to 35% this year.

The survey was conducted by Respons Analyse for WiMP, with one thousand people in each country answering an online survey in June 2012.

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