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ftm Radio Page - August 1, 2014

Diversity and age in the digital transition
Change and no change

Several national regulators have set deadlines this decade, usually quite fuzzy, for a transition to digital platforms for radio broadcasting. In Denmark the FM platform is scheduled for obsolescence in 2019 if half of all measured listening is attributed to digital platforms by mid-2018. Four years is, indeed, an eternity in the technology realm but listeners in Denmark seem quite resistant to change.

A longitudinal study by the Danish Agency for Culture looking at media usage broadly shows digital radio development “still relatively slow.” To be sure, the percentage of listening to national stations via the FM platform has dropped; 64.1% in 2013 from 71.7% in 2009. And listening via the DAB digital platform has doubled in the same time period; 11.1% in 2013 from 5.5% in 2009. Online radio listening has also increased; to 4.3% in 2013 from 1.6% in 2009. A time-series graph, respectable in theory, would suggest FM platform listening in Denmark remaining above that 50% threshold for another decade. (See more about digital radio here)

But time spent listening to radio in Denmark is collapsing, from 131 average minutes per day in 2008 to 117 minutes in 2013. Young people 12 to 18 years old were listening an average of 54 minutes per day in 2013 while folks over 70 years were listening 154 minutes per day. While portability has long been a competitive advantage for radio broadcasters, the study suggest, this may no longer be the case with all media now available on mobile platforms. “The advantage lies mainly in the increased number of channels available on platforms more diverse than FM.” (See more about media in Denmark here)

Between the national commercial channels and those of public broadcaster DR the listening share is largely unchanged over the last five years, on average 25% (and falling) for commercial broadcasters and 75% for DR channels. Listening to DR channels is strongly correlated with age; 59% of those young people listened to DR channels in 2013 while 96% of the over 70-set tuned in.


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