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.
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.