As Netflix subscriptions climb and traditional TV viewership dips, Denmark's media landscape is undergoing a dramatic reshuffle, where streaming's rise challenges the enduring might of public broadcasters and redefines where Danes find their news and entertainment.
Key Takeaways
- In 2023, DR (Danmarks Radio) held a 42% share of total TV viewing among Danes aged 4+
- TV 2's prime time audience share reached 22.5% in Q4 2022, with peak viewership of 1.2 million for major events
- Linear TV consumption in Denmark averaged 2 hours 45 minutes per day per person in 2023, down 5% from 2022
- P3 radio channel reached 1.1 million weekly listeners aged 15-34 in Q1 2023
- Total radio listening time in Denmark averaged 3 hours 15 minutes daily per person in 2023
- Commercial radio stations captured 35% market share in 2022
- Circulation of Politiken newspaper fell to 82,000 daily copies in 2023
- Jyllands-Posten maintained 105,000 daily print circulation in 2022
- Total newspaper print circulation in Denmark declined 7% to 1.1 million in 2023
- Online news reach for TV2 Nyhederne hit 2.9 million monthly uniques in 2023
- DR.dk monthly visitors exceeded 15 million in 2023
- Social media video consumption averaged 1 hour 30 min daily per Dane in 2023
- Total media ad market in Denmark valued at 28.4 billion DKK in 2023, up 6% YoY
- Digital advertising captured 52% of total media ad spend in 2023
- TV ad market share declined to 18% with 5.2 billion DKK revenue in 2023
Danish media is shifting from traditional TV and print towards digital and streaming services.
Advertising and Economic
- Total media ad market in Denmark valued at 28.4 billion DKK in 2023, up 6% YoY
- Digital advertising captured 52% of total media ad spend in 2023
- TV ad market share declined to 18% with 5.2 billion DKK revenue in 2023
- Out-of-home (OOH) advertising grew 8% to 1.1 billion DKK in 2023
- Newspaper ad revenue totaled 2.9 billion DKK, 70% digital in 2023
- Programmatic ad buying reached 40% of digital display market in 2022
- Influencer marketing spend hit 1.5 billion DKK in Denmark 2023
- Radio ad rates averaged 25 DKK per 30s spot prime time 2023
- Native advertising grew 15% to 2.8 billion DKK across media 2023
- E-commerce ad integration yielded 25% ROI for media firms in 2022
- Cinema ad impressions reached 120 million in 2023 post-reopening
- Search advertising dominated digital at 8.7 billion DKK in 2023
- Media industry employment totaled 28,000 full-time equivalents in 2023
- Export of Danish media content valued at 4.2 billion DKK in 2022
- Subscription revenue for pay-TV and streaming hit 7.5 billion DKK 2023
- Cost per mille (CPM) for video ads averaged 45 DKK online in 2023
- Brand safety incidents in digital ads dropped 30% with new regs 2023
Advertising and Economic Interpretation
Denmark's media landscape is a digital monarchy where even the crown prince of TV ads bows to the dual reign of search and social, while clever new natives, influencers, and out-of-home rebels carve out their own prosperous fiefdoms.
Digital and Online
- Online news reach for TV2 Nyhederne hit 2.9 million monthly uniques in 2023
- DR.dk monthly visitors exceeded 15 million in 2023
- Social media video consumption averaged 1 hour 30 min daily per Dane in 2023
- News apps usage grew 22% to 65% smartphone penetration in 2022
- YouTube monthly active users in Denmark reached 4.1 million in 2023
- Digital ad spend overtook TV at 12.5 billion DKK in 2023
- Ekstra Bladet.dk pageviews topped 500 million annually in 2023
- 78% of Danes aged 16-74 used internet daily for news in 2023
- TikTok users grew to 2.3 million monthly in Denmark 2023
- Online video streaming hours per week averaged 8.5 in 2022
- Facebook news consumption share fell to 25% among young adults in 2023
- Gaming streaming platforms like Twitch had 450,000 MAU in 2023
- Mobile news reading at 55% of total digital consumption in 2023
- Podcasts monthly listeners reached 1.8 million in Denmark 2023
- E-commerce media integration drove 30% traffic growth for publishers 2022
- Instagram influencers impacted 40% of youth media choices in 2023
- Online classifieds revenue for media firms hit 3.2 billion DKK in 2023
- VR/AR media trials reached 15% user adoption in urban areas 2023
- Email newsletters subs for news grew 10% to 2.5 million in 2022
Digital and Online Interpretation
Denmark's media diet is now a full-blown buffet where traditional news outlets hustle to be seen in the same crowded room as TikTok influencers, gaming streams, and podcasts, proving the public's attention is both voracious and frustratingly divisible.
Newspapers and Print
- Circulation of Politiken newspaper fell to 82,000 daily copies in 2023
- Jyllands-Posten maintained 105,000 daily print circulation in 2022
- Total newspaper print circulation in Denmark declined 7% to 1.1 million in 2023
- Berlingske saw digital subscriptions rise 15% to 120,000 in 2023
- Magazine market revenue dropped to 2.1 billion DKK in 2022
- Ekstra Bladet print sales at 62,500 daily in Q4 2023
- Local newspapers totaled 450,000 circulation nationwide in 2023
- Print advertising in newspapers fell 12% to 1.8 billion DKK in 2023
- Weekendavisen niche print held steady at 28,000 subscribers in 2022
- Women's magazines like Alt for Damerne sold 45,000 issues monthly in 2023
- Newspaper readership (print+digital) at 72% of population over 15 in 2023
- Kristeligt Dagblad circulation 32,000 daily in 2023
- Trade press magazines numbered 1,200 titles with 5 million circ in 2022
- Information newspaper digital paywall subs hit 25,000 in 2023
- Print paper consumption per capita down 20% since 2019 to 45kg in 2023
- B.T. tabloid circulation dropped to 38,000 in 2023
- Lifestyle magazines revenue share 15% of print market in 2022
- National papers ad revenue per copy averaged 8 DKK in 2023
- Free newspapers like Nyhedsbyen distributed 250,000 daily in Copenhagen 2023
Newspapers and Print Interpretation
The Danish media landscape is performing an awkward but inevitable pivot, where everyone’s doing the math and concluding that while print is giving a dignified final bow, the audience has already turned their chairs to face the digital stage.
Radio
- P3 radio channel reached 1.1 million weekly listeners aged 15-34 in Q1 2023
- Total radio listening time in Denmark averaged 3 hours 15 minutes daily per person in 2023
- Commercial radio stations captured 35% market share in 2022
- Podcast consumption via radio apps grew 18% YoY to 1.2 million weekly users in 2023
- DR P4 had 2.8 million weekly reach in 2023, highest among public stations
- Car radio listening peaked at 85% during morning drive time in 2022
- Music programming dominated 62% of radio airtime in Denmark in 2023
- Youth aged 12-24 daily radio listenership fell to 45% in 2023
- Radio advertising revenue hit 850 million DKK in 2023, up 4% YoY
- Digital radio (DAB+) penetration reached 92% of receivers in 2023
- News/talk formats grew to 22% of total listening share in 2022
- Bailando radio station topped commercial charts with 18% share in Copenhagen 2023
- Elderly (65+) averaged 4 hours daily radio in 2023
- Radio P6 Beatles channel had niche 250,000 weekly fans in 2023
- Streaming radio apps like DR Radio had 3.5 million MAU in 2023
- Workplace radio listening steady at 55% during shifts in 2022
- Hitlisten radio chart influenced 40% of music plays in 2023
- Radio Nova reached 1.4 million weekly in Jutland region 2023
Radio Interpretation
While Denmark's youth may be tuning in less overall, with morning drives and DAB+ penetration still holding the fort for now, the industry is boldly remixing its future by turning up podcasts, apps, and hyper-local hits to keep its heartbeat—and ad revenue—pumping.
Television
- In 2023, DR (Danmarks Radio) held a 42% share of total TV viewing among Danes aged 4+
- TV 2's prime time audience share reached 22.5% in Q4 2022, with peak viewership of 1.2 million for major events
- Linear TV consumption in Denmark averaged 2 hours 45 minutes per day per person in 2023, down 5% from 2022
- Netflix subscriber base in Denmark grew to 1.85 million in 2023, up 12% YoY
- Public service broadcaster DR1 averaged 18.4% audience share in 2022
- Sports content drove 28% of total TV viewing hours on commercial channels in 2023
- IPTV penetration in Danish households hit 65% in 2023
- Children aged 4-14 watched TV for 1 hour 20 minutes daily on average in 2022
- TV advertising revenue in Denmark totaled 1.2 billion DKK in 2023, down 3% from prior year
- 4K TV ownership reached 52% of households by end of 2023
- News programming accounted for 15% of total TV viewership in Denmark in 2023
- DR's streaming service had 4.2 million monthly active users in 2023
- Commercial TV stations saw 11% decline in ad spend in 2022 due to streaming shift
- Peak TV viewing for New Year's Eve show reached 2.1 million viewers on DR1 in 2022
- Women over 50 represented 28% of daytime TV audience in 2023
- Smart TV usage grew to 78% of TV households in 2023
- Drama series captured 32% of prime time slots viewership in 2022
- Regional TV channels had 4.5% national audience share in 2023
- Time-shifted TV viewing accounted for 22% of total consumption in 2023
- TV 2 Play app downloads exceeded 500,000 in 2023
Television Interpretation
Denmark's television landscape is a tale of two screens, where the public broadcaster DR still commands the living room with a 42% share even as its traditional airwaves are slowly being siphoned by a 12% growth in Netflix subscriptions and the smart TV's siren call, proving Danes would rather stream a drama than watch an ad, with their sports and news loyalty acting as the last bastions of linear TV's gently declining reign.
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