Like all of Scandinavia, Norwegians are leading the way when it comes to using OTT services, as well as paying for them.
According to the latest figures, 28% are using an OTT service very day, up from a quarter a year ago. 42% are subscribing to Netflix and Norwegians spent the most money on SVOD in the world according to IHS Markit, $110 a year.
Watching traditional television versus watching OTT services is gradually changing. In 2013, 79.6% was on broadcast, 14.5% on OTT, while in Q2, 2017 this was 67.6% on traditional TV and 34.7% on OTT.
But it is the group between 20 – 29 years old that shows a lot of movement, where 42.7% watches traditional TV and 62.8% OTT. This group also sees a drop in the number of minutes watched daily on traditional TV: going down from 177 to 111 minutes from Q2 2010to– Q2 2016; and now dropping even faster to 77 minutes during the past twelve months.
In 2014, NRK found the following preferences for viewing long form content on OTT to be the PC 66%, followed by 19% for tablets, 11% on the regular TV and 4% on mobile.
This has now changed to TV with 48%, PC down to 30%, tablets at 13%, and mobile 9%.