Figure 1
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.
Table 1
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) |
Figure 2
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.
Figure 3
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.
Figure 4
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.
Figure 5
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.
Figure 6
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.
Figure 7
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.
Table 2
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 | ||||||||
Table 3
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 | ||||||||
Table 4
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 | |
[i] Comments: Number of users for each category drops compared with initial categorisation, since the cross-table only includes respondents who could be categorised on both variables.
Table A1
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 |
[i] Comments: Share of user types within each age group. The association between age and types of TV-streamers is significant [X2(9) = 418.87, p < .001]. Cramer's V = .335, p < .001. People under the age of 30 are more likely to be frequent streamers. People aged 60 years and older are more likely to be non-users.
Table A2
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 |
[i] Comments: Share of user types within each age group. The association between age and types of music streamers is significant [X2(9) = 476.03, p < .001]. Cramer's V = .344, p < .001. People under the age of 30 are more likely to be frequent streamers. People aged 60 years and older are more likely to be non-users.
Table A3
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 |
[i] Comments: Share of user types within each gender. The association between gender and types of TV streamers is significant [X2(3) = 8.09, p < .05]. Cramer's V = .080, p < .05. Males are less likely to be non-users. For other types of users, gender differences are not significant (standardised residuals smaller than 1.96).
Table A4
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 |
[i] Comments: Share of user types within each gender. The association between gender and types of music streamers is significant [X2(3) = 15.43, p < .005]. Cramer's V = .107, p < .005. Women are more likely to be non-users. For other types of users, gender differences are not significant (standardised residuals smaller than 1.96).
Table A5
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 |
[i] Comments: Share of user types within each level of education. The association between education and types of TV streamers is significant [X2(9) = 26.28, p < .005]. Cramer's V = .084, p < .005. Those with primary school education are more likely to be non-users. For other types of users, education differences are not significant (standardised residuals are smaller than 1.96)
Table A6
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 |
[i] Comments: Share of user types within each level of education. The association between education and types of music streamers is significant [X2(9) = 19.09, p < .05]. Cramer's V = .069, p < .05. The association is only significant for regular users, where those with higher education are more likely to be regular users.
Table A7
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 |
[i] Comments: Total N is lower because of missing values (respondents who did not want to inform about level of personal income). Share of user types within each level of income. The association between income and types of TV streamers is significant [X2(6) = 26.45, p < .01]. Cramer's V = .09, p < .01. Those with low income are more likely to be frequent users. At the same time, those with high income are less likely to be non-users. For other types of users, income differences are not significant (standardised residuals are smaller than 1.96).
Table A8
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 |
[i] Comments: Total N is lower because of missing values (respondents who did not want to inform about level of personal income). Share of user types within each level of income. The association between income and types of music streamers is significant [X2(6) = 31.43, p < .001]. Cramer's V = .115, p < .001. High-income respondents are less likely to be non-users, and low-income respondents are more likely to be frequent users. For regular users, income differences are not significant (standardised residuals are smaller than 1.96).