MUSIC BUSINESS · ·Music Ally
Nordic Digital Music Survey: Spotify Overtakes YouTube
A new survey from TONO, Teosto, and Koda reveals that 96% of Nordic consumers stream music, with a growing demand for AI transparency and creator rights.
The Nordic Digital Music Survey, conducted by collecting societies TONO, Teosto, and Koda, shows that 96% of people in Denmark, Norway, Sweden, and Finland now stream music. This figure represents an increase from 95% in 2024. According to the Music Ally report, which utilized a YouGov survey of more than 4,000 respondents, premium subscription usage has risen to 63%, compared to 56% two years ago. These societies have collaborated on this research for more than a decade.
The percentage of users relying solely on free or trial tiers dropped from 40% to 32% in the last two years. Spotify has officially overtaken YouTube as the most-used digital music service in the region, holding a 67% penetration rate compared to YouTube’s 65%. This marks a shift from 2024, when YouTube led with 67% and Spotify sat at 62%. While Spotify and Live Nation Urban focus on live events, the platform's digital growth in the Nordics is increasingly driven by family plans.
Spotify’s Premium Family plan is now its most-used version in the Nordics at 32%. This is followed by the free tier at 29% and premium individual subscriptions at 27%. In 2024, individual subscriptions were the most common at 39%, while the free tier stood at 32% and family plans at 24%. These shifts indicate that even in mature markets, conversion rates for specific subscription tiers continue to evolve.
The survey also highlights a rapid increase in AI adoption and a demand for stricter regulation. AI technology is now used by 66% of Nordic citizens in their daily lives, a significant jump from 20% two years ago. Regarding music, 77% of respondents believe AI-generated content should be clearly labeled on streaming platforms and radio, up from 58% in 2024. These concerns regarding AI and rights are becoming central to the industry, similar to how Suno Inks Strategic Partnership With Believe reflects the evolving intersection of technology and music distribution.
Public opinion remains strong regarding the rights of songwriters and composers. The data shows that 77% of respondents believe creators should decide if their work is used to train AI services. Additionally, 74% believe musicians should be compensated if their voice or music is utilized by AI, and 74% want to filter AI-generated music out of their recommendations. TONO CEO Karl Vestli stated that consumers want a choice in whether AI appears in their listening experience. Koda CEO Gorm Arildsen added that the consistency of public opinion is striking, noting that people expect creators to be paid and citing similar attitudes in a recent UK study.
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