The Nordic region is one of the most mature territories for music streaming in the world. Now the Polaris Hub – the licensing hub formed by collecting societies in Denmark, Norway and Finland – has published its annual report on digital music in the region.
“The number of inhabitants subscribing to a music streaming service has gone up by 14 per cent since 2018. At the same time, the share of paying users is now greater than that of users streaming exclusively through a free service,” is the headline finding. “However, 68 per cent of the total music consumption still takes place on free services.”
The stats are broken down further in the report. Across Norway, Sweden, Finland and Denmark, 49% of the populations now have a music subscription according to Polaris’s survey. Meanwhile, 42% only listen to music via free services. Of the total population (based on the survey) 75% have used YouTube to listen to music for free, while 39% have used Spotify’s free tier. The full report can be found here.