DR has released its annual media report outlining the media habits of Danes in 2023. The report offers some exciting developments from a digital marketing perspective. We’ve gathered some highlights here.
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Distribution of Danish media usage
Source: DR’s Media Development 2023.
Facebook in Freefall
With a surprising decline in daily social media usage, especially on Facebook, experiencing a significant drop, there’s a clear change in Danish media consumption patterns. This shift from traditional social media to more niche platforms and diversified media consumption underscores the importance of adapting marketing strategies to meet consumers where they are now.
TikTok in Retreat
In 2023, TikTok also experiences a decline in both daily, weekly, and monthly coverage among Danes aged 17-75. There’s a clear drop in daily usage from 63% to 55% among 15-19-year-olds. Interestingly, daily usage increases among 25-31-year-olds, indicating a maturation of the platform, similar to previous trends seen with Facebook, Snapchat, and Instagram. This decline can be seen as confirmation of some experts’ earlier expressed skepticism about TikTok’s rapid proliferation and its impact.
3.5 hours on streaming daily
Interestingly, the report also shows an increase in streaming service consumption, where platforms like YouTube and DR’s own services surpass Netflix in daily minute usage. Danes spend an average of three and a half hours daily on traditional TV and streaming. And streaming consumption has increased by 11 minutes since 2022. This indicates a continued appetite for on-demand and streaming content, making it an important area for brands to explore and integrate into their marketing efforts.
YouTube & TV 2 Play Overtake Netflix
YouTube strengthens its top position, and Danes spend 2.3 minutes more daily on the platform in 2023 than in 2022. TV 2 Play experiences similar growth, propelling both public service platforms above Netflix, which drops out of the top three in terms of time spent.
Podcast
Podcast listening continues to grow, but with a declining growth rate, suggesting market maturation. This presents a unique opportunity for brands to delve into niche topics and create deeper, more meaningful connections with their target audiences through this format.
At the same time, amidst these shifts, we see TikTok’s previous skyrocketing popularity among the youth stabilizing, opening up new strategic considerations for brands looking to engage with younger demographics in authentic and creative ways.
Summary
2023 is about embracing change, understanding the new contours of media consumption, and developing marketing strategies that are flexible, responsive, and deeply rooted in an understanding of the ever-evolving digital landscape. Brands that manage to navigate this shifting environment with agility and insight will be best positioned to thrive and connect with their audiences in meaningful ways.
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