Towards streaming as a dominant mode of media use?A user typology approach to music and television streaming

Lüders, Marika; Sundet, Vilde Schanke; Colbjørnsen, Terje

Towards streaming as a dominant mode of media use?A user typology approach to music and television streaming

Nordicom Review

Volume 42 (2021): Issue 1 (January 2021)

By:

Marika Lüders, Vilde Schanke Sundet and Terje Colbjørnsen

Open Access

|Feb 2021

Figures & Tables

Types of streamers (per cent)
Comments: N = 1,249 for TV-streaming services; N = 1,340 for music-streaming services. Non-users used no streaming services during the last 30 days. Sporadic users did not stream the day before answering the survey, but used at least one streaming service 8–30 days prior. Regular users streamed the day before but for less than 2 hours for TV or less than 60 minutes for music, or they used at least one streaming service during the last 7 days. Frequent users streamed TV for more than 120 minutes or music for more than 60 minutes and also used at least one streaming service during the last 7 days. — Types of streamers (per cent) Comments: N = 1,249 for TV-streaming services; N = 1,340 for music-streaming services. Non-users used no streaming services during the last 30 days. Sporadic users did not stream the day before answering the survey, but used at least one streaming service 8–30 days prior. Regular users streamed the day before but for less than 2 hours for TV or less than 60 minutes for music, or they used at least one streaming service during the last 7 days. Frequent users streamed TV for more than 120 minutes or music for more than 60 minutes and also used at least one streaming service during the last 7 days.

Number of television genres watched the last seven days (mean)
Comments: Error bars: 95% CI. Non-users used no TV-streaming services during the last 30 days. Sporadic users did not stream the day before answering the survey, but used at least one streaming service 8–30 days prior. Regular users streamed TV the day before, but for less than 120 minutes, or they used at least one streaming service during the last 7 days. Frequent users streamed TV more than 60 minutes and also used at least one streaming service during the last 7 days. — Number of television genres watched the last seven days (mean) Comments: Error bars: 95% CI. Non-users used no TV-streaming services during the last 30 days. Sporadic users did not stream the day before answering the survey, but used at least one streaming service 8–30 days prior. Regular users streamed TV the day before, but for less than 120 minutes, or they used at least one streaming service during the last 7 days. Frequent users streamed TV more than 60 minutes and also used at least one streaming service during the last 7 days.

Number of television genres streamed last seven days (mean)
Comments: Error bars: 95% CI. Non-users used no TV-streaming services during the last 30 days. Sporadic users did not stream the day before answering the survey, but used at least one streaming service 8–30 days prior. Regular users streamed TV the day before but for less than 120 minutes, or they used at least one streaming service during the last 7 days. Frequent users streamed TV for more than 120 minutes and also used at least one streaming service during the last 7 days. — Number of television genres streamed last seven days (mean) Comments: Error bars: 95% CI. Non-users used no TV-streaming services during the last 30 days. Sporadic users did not stream the day before answering the survey, but used at least one streaming service 8–30 days prior. Regular users streamed TV the day before but for less than 120 minutes, or they used at least one streaming service during the last 7 days. Frequent users streamed TV for more than 120 minutes and also used at least one streaming service during the last 7 days.

Number of genres watched on linear television last seven days (mean)
Comments: Error bars: 95% CI. Non-users used no TV-streaming services during the last 30 days. Sporadic users did not stream the day before answering the survey, but used at least one streaming service 8–30 days prior. Regular users streamed TV the day before but for less than 120 minutes, or they used at least one streaming service during the last 7 days. Frequent users streamed TV for more than 120 minutes and also used at least one streaming service during the last 7 days. — Number of genres watched on linear television last seven days (mean) Comments: Error bars: 95% CI. Non-users used no TV-streaming services during the last 30 days. Sporadic users did not stream the day before answering the survey, but used at least one streaming service 8–30 days prior. Regular users streamed TV the day before but for less than 120 minutes, or they used at least one streaming service during the last 7 days. Frequent users streamed TV for more than 120 minutes and also used at least one streaming service during the last 7 days.

Number of genres listened to last seven days (mean)
Comments: Error bars: 95% CI. Listening to streamed, CD, vinyl, and own digital file. Non-users used no music-streaming services during the last 30 days. Sporadic users did not stream the day before answering the survey, but used at least one streaming service 8–30 days prior. Regular users streamed music the day before but for less than 60 minutes, or they used at least one streaming service during the last 7 days. Frequent users streamed music for more than 60 minutes and also used at least one streaming service during the last 7 days. — Number of genres listened to last seven days (mean) Comments: Error bars: 95% CI. Listening to streamed, CD, vinyl, and own digital file. Non-users used no music-streaming services during the last 30 days. Sporadic users did not stream the day before answering the survey, but used at least one streaming service 8–30 days prior. Regular users streamed music the day before but for less than 60 minutes, or they used at least one streaming service during the last 7 days. Frequent users streamed music for more than 60 minutes and also used at least one streaming service during the last 7 days.

Types of television-streaming users by age, gender, income, and education
Comments: Non-users used no TV-streaming services during the last 30 days. Sporadic users did not stream the day before answering the survey, but used at least one streaming service 8–30 days prior. Regular users streamed the day before but for less than 120 minutes, or they used at least one streaming service during the last 7 days. Frequent users streamed for more than 120 minutes and also used at least one streaming service during the last 7 days. — Types of television-streaming users by age, gender, income, and education Comments: Non-users used no TV-streaming services during the last 30 days. Sporadic users did not stream the day before answering the survey, but used at least one streaming service 8–30 days prior. Regular users streamed the day before but for less than 120 minutes, or they used at least one streaming service during the last 7 days. Frequent users streamed for more than 120 minutes and also used at least one streaming service during the last 7 days.

Types of music-streaming users by age, gender, income, and education
Comments: Non-users used no music-streaming services during the last 30 days. Sporadic users did not stream the day before answering the survey, but used at least one streaming service 8–30 days prior. Regular users streamed the day before but for less than 60 minutes, or they used at least one streaming service during the last 7 days. Frequent users had streamed for more than 60 minutes and also used at least one streaming service during the last 7 days. — Types of music-streaming users by age, gender, income, and education Comments: Non-users used no music-streaming services during the last 30 days. Sporadic users did not stream the day before answering the survey, but used at least one streaming service 8–30 days prior. Regular users streamed the day before but for less than 60 minutes, or they used at least one streaming service during the last 7 days. Frequent users had streamed for more than 60 minutes and also used at least one streaming service during the last 7 days.

Types of television streamers by income (per cent)

	< NOK 300,000	NOK 300,000–599,999	NOK 600,000 +	Total
Non-user	21.6	20.4	12.9	19.3 (213)
Sporadic user	4.7	7.6	10.0	7.3 (80)
Regular user	42.6	48.8	52.7	47.9 (527)
Frequent user	31.1	23.2	24.4	25.5 (281)
Total	100.0	100.0	100.0	100.0
N	296	604	201	1,101

Multinomial logistic regression of types of music streamers

	Sporadic users (N = 79)			Regular users (N = 526)			Frequent users (N = 280)
	B (SE)	OR	95% CI	B (SE)	OR	95% CI	B (SE)	OR	95% CI
Age: continuous	−.05 (.01)^***	.95	(.94–.97)	−.09 (.01)^***	.92	(.91–.93)	−.12 (.01)^***	.89	(.87–.90)
Gender: female	−26 (.22)	.77	(.50–1.19)	−.54 (.17)^**	.58	(.41–.82)	−69 (.20)^***	.50	(.34–.74)
Education: low	−.19 (.24)	.82	(.52–1.30)	−55 (.18)^**	.58	(.40–.83)	−.36 (.21)	.70	(.46–1.01)
Income: low	−.63 (.30)^*	.53	(.30–.96)	−.09 (.21)	.91	(.60–1.38)	−.03 (.24)	.97	(.61–1.55)
Intercept	2.19 (.49)^***			5.34 (.39)^***			6.37 (.43)^***
Model X² (df)	502.31 (12)^***
R² (Nagelkerke)	.37
R² (Cox and Snell)	.35

Distribution of users for television- and music-streaming services

Music streaming		Television streaming
		non-user	sporadic	regular	frequent	total
	non-user	193	42	85	24	344
	sporadic	14	20	52	23	109
	regular	25	10	224	105	364
	frequent	5	13	163	115	296
	total	237	85	524	267	1,113

Types of music streamers by education (per cent)

	Primary school	Upper secondary	Higher ed. < 4 years	Higher ed. 4 years +	Total
Non-user	35.7	32.3	24.5	24.7	30.0 (402)
Sporadic user	13.9	8.6	10.0	10.8	9.6 (129)
Regular user	28.7	31.3	40.2	39.2	33.9 (454)
Frequent user	21.7	27.8	25.3	25.3	26.4 (354)
Total	100.0	100.0	100.0	100.0	99.9
N	115	777	261	186	1,339

Types of television streamers by gender (per cent)

	Male	Female	Total
Non-user	16.5	22.7	19.6 (245)
Sporadic user	7.2	6.6	6.9 (86)
Regular user	49.7	47.5	48.6 (607)
Frequent user	26.6	23.2	24.9 (311)
Total	100.0	100.0	100.0
N	624	625	1,249

Types of music streamers by income (per cent)

	< NOK 300,000	NOK 300,000–599,999	NOK 600,000 +	Total
Non-user	28.5	31.7	22.6	29.1 (345)
Sporadic user	5.8	12.8	10.2	10.4 (123)
Regular user	32.5	35.1	36.3	34.6 (411)
Frequent user	33.1	20.5	31.0	25.9 (308)
Total	99.9	100.1	100.1	100.0
N	326	635	226	1,187

Types of music streamers by age (per cent)

	< 30	30–44	45–59	60 +	Total
Non-user	2.6	12.2	30.2	64.5	30.0 (402)
Sporadic user	5.5	6.9	14.7	10.5	9.6 (129)
Regular user	37.6	46.0	37.0	18.3	33.9 (454)
Frequent user	54.4	34.9	18.2	6.7	26.4 (354)
Total	100.1	100.0	100.1	100.0	99.9
N	274	335	341	389	1,339

Types of music streamers by gender (per cent)

	Male	Female	Total
Non-user	25.4	34.6	30.0 (402)
Sporadic user	9.3	9.9	9.6 (129)
Regular user	35.9	31.9	34.0 (455)
Frequent user	29.3	23.5	26.4 (354)
Total	99.9	99.9	100.0
N	676	664	1,340

Multinomial logistic regression of types of television streamers

	Sporadic users (N = 79)			Regular users (N = 526)			Frequent users (N = 280)
	B (SE)	OR	95% CI	B (SE)	OR	95% CI	B (SE)	OR	95% CI
Age: continuous	−.04 (.01)^***	.96	(.94–.98)	−.10 (.01)^***	.91	(.89–.92)	−.13 (.01)^***	.88	(.86–.89)
Gender: female	−.12 (.27)	.88	(.52–1.51)	−.37 (.19)	.69	(.47–1.01)	−.45 (.23)^*	.64	(.41–.99)
Education: low	−.08 (.30)	.92	(.51–1.66)	−.65 (.21)^**	.52	(.34–.79)	−.16 (.25)	.85	(.52–1.38)
Income: low	−.65 (.35)	.52	(.26–1.03)	−.53 (.24)^*	.59	(.37–.94)	−.58 (.27)^*	.56	(.33–.96)
Intercept	1.95 (.68)^*			7.06 (.52)^***			7.56 (.56)^***
Model X² (df)	449.56 (12)^***
R² (Nagelkerke)	.37
R² (Cox and Snell)	.34

Types of television streamers by education (per cent)

	Primary school	Upper secondary	Higher ed. < 4 years	Higher ed. 4 years +	Total
Non-user	24.3	22.0	15.8	12.7	19.6 (245)
Sporadic user	9.6	7.0	4.3	7.7	6.8 (85)
Regular user	44.3	44.2	54.5	59.7	48.6 (607)
Frequent user	21.7	26.8	25.3	19.9	25.0 (313)
Total	99.9	100.0	99.9	100.0	100.0
N	115	701	253	181	1,511

Types of television streamers by age (per cent)

	< 30	30–44	45–59	60 +	Total
Non-user	1.1	4.2	18.0	48.9	19.7 (245)
Sporadic user	1.5	1.6	11.9	11.3	6.9 (86)
Regular user	51.9	61.7	48.9	34.2	48.6 (605)
Frequent user	45.5	32.6	21.2	5.6	24.9 (310)
Total	100.0	100.1	100.0	100.0	100.1
N	268	313	311	354	1,246

Descriptive statistics (weighted)

	Full sample (N = 1,511)	TV-streamers sample (N = 1,249)	Music-streamers sample (N = 1,340)
Female (%)	49.5	50	49.5
Age^*	47.3 (17.6)	47.2 (17.7)	47.3 (17.7)
Education (%)
primary education	9	9	9
upper secondary school	58	56	58
higher education < 4 years	19	20	20
higher education 4 years +	14	15	14
Income (%)
< NOK 300,000	23	24	24
NOK 300,000–599,999	49	48	47
NOK 600,000 +	16	16	17
don’t want to answer	12	12	12
Television^*
minutes of streaming TV day before survey	54.1 (82.6)	59.3 (86.4)	52.9 (80.6)
minutes watching linear TV day before survey	66.8 (89)	63.9 (87.6)	68.3 (91.3)
number of streaming services used last 30 days	2.5 (2.0)	2.5 (2.0)	2.5 (2.0)
number of genres streamed last 7 days	2.1 (2.0)	2.1 (2.1)	2.0 (2.0)
number of genres watched on linear TV last 7 days	2.9 (2.2)	2.8 (2.3)	2.9 (2.3)
Music^*
minutes streaming music day before survey	45.4 (71.4)	46 (73.1)	48.7 (73.5)
number of streaming services used last 30 days	1.2 (.94)	1.2 (.96)	1.1 (.96)
number of genres listened to last 7 days	3.4 (3.2)	3.4 (3.2)	3.4 (3.2)

DOI: https://doi.org/10.2478/nor-2021-0011 | Journal eISSN: 2001-5119 | Journal ISSN: 1403-1108

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Language: English

Page range: 35 - 57

Published on: Feb 26, 2021

Published by: University of Gothenburg Nordicom

In partnership with: Paradigm Publishing Services

Publication frequency: 2 times per year

Keywords:

music,

Related subjects:

Communication science,

Mass communication,

Public and political communication

© 2021 Marika Lüders, Vilde Schanke Sundet, Terje Colbjørnsen, published by University of Gothenburg Nordicom
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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Towards streaming as a dominant mode of media use?A user typology approach to music and television streaming

Figures & Tables

Figure 1

Figure 2

Figure 3

Figure 4

Figure 5

Figure 6

Figure 7

Types of television streamers by income (per cent)

Multinomial logistic regression of types of music streamers

Distribution of users for television- and music-streaming services

Types of music streamers by education (per cent)

Types of television streamers by gender (per cent)

Types of music streamers by income (per cent)

Types of music streamers by age (per cent)

Types of music streamers by gender (per cent)

Multinomial logistic regression of types of television streamers

Types of television streamers by education (per cent)

Types of television streamers by age (per cent)

Descriptive statistics (weighted)

Paradigm

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