A. Guttmann
Research Lead covering media
Online media in Norway - statistics & facts
In line with global trends, online media consumption is now the norm for many Norwegians, and recent years have seen significant shifts in how people access and consume entertainment and news. Social media usage is now widespread, video streaming a popular pastime, and online news consumption on the up. With the share of Norwegian households with internet access at almost 100 percent, usage of online alternatives to traditional mediums will only grow as young digital natives continue shape the Norwegian media landscape.
Ultimately, online media consumption in Norway generally reflects behavior and trends in other similar markets, with a clear shift towards digital platforms for video, music, and news. These changes have brought about the same concerns regarding online privacy, mis- and disinformation, and cybersecurity as in other countries across the globe. However, one key advantage Norway has, at least in terms of its news industry, is a strong legal framework surrounding press freedom, which should place the country in good stead to cope with new challenges regarding AI in news.
Breaking: Norwegians most likely in the world to pay for news
Although the number of publications offering online news subscriptions and bundles or implementing paywalled content is growing, paying for news is not yet commonplace – but Norway is somewhat of an outlier. An astonishing 40 percent of Norwegians pay for online news, more than the share who do so in the United Kingdom, Portugal, Germany, and Japan combined. Four times the share of Norwegians have an online newspaper subscription*** than in 2014. Interestingly, most online newspaper subscribers are aged 16 to 19 years old, signaling a prosperous future for publications targeting young audiences.Norwegians and social media
Roughly 90 percent of Norwegians use social networks, an increase of more than 20 percent in a decade. Facebook takes the top spot as the most used social media platform in Norway, followed by Instagram and Snapchat. Despite Facebook’s current lead, the number of Facebook users in Norway is forecast to fall in the years to come as other networks – notably TikTok – grow in popularity among younger consumers. Social media is now also a source of news for many, however with a proliferation of news influencers, celebrities, and other public figures utilizing social platforms to pass on information, audiences face challenges identifying hard facts from biased information. Meanwhile, brands are increasingly turning to social media to deliver targeted ads to users, and social media advertising spending per capita is projected to approach 200 U.S. dollars by 2030.Ultimately, online media consumption in Norway generally reflects behavior and trends in other similar markets, with a clear shift towards digital platforms for video, music, and news. These changes have brought about the same concerns regarding online privacy, mis- and disinformation, and cybersecurity as in other countries across the globe. However, one key advantage Norway has, at least in terms of its news industry, is a strong legal framework surrounding press freedom, which should place the country in good stead to cope with new challenges regarding AI in news.
