New Scandinavian Music Streaming Survey by Aspiro Shows Youth are the Most Willing to pay

By Aspiro, PRNE
Wednesday, June 22, 2011

OSLO, Norway, June 23, 2011 -

In Scandinavia, music streaming has already become
mainstream, and revenues are increasing at a brisk pace. New
research reveals willingness to pay for such a service is at its
peak amongst the future generation. Half of those under 30 have
also disposed of their CD-collection, and stopped downloading

The figures derive from a survey conducted by Norstat on behalf
of music streaming service WiMP, in Norway, Denmark and Sweden.

In the young population, almost half of the Scandinavian
respondents listened to music through streaming during last week.
Swedes are on top of the charts, closely followed by Norway and
with Denmark somewhat behind.

Among young Swedes, a staggering 73 percent claim to be willing
to pay for a music streaming service, however 18 of these 73
percent note that it depends on the quality of the service.
Correspondingly in Norway, the number of youth willing to pay is 65

In the first quarter 2011 according to IFPI, the digital music
revenue share was larger than the physical in Norway, while
streaming revenues were larger than download.

While streaming is rapidly becoming the norm in the northern
countries, a total of some 30 percent still claim not to know what
a streaming service is, suggesting a potential further increase as
knowledge continues to spread.

“It’s very gratifying to see that especially the young people
are willing to pay for a good music service that offers a music
experience. It bodes well for the future. Paid streaming will help
to reverse the declining trend in music revenues,” said Per Einar
, head of WiMP in Aspiro.

The survey also shows that by far the most important factor for
Scandinavian’s choice of music service is that it’s easy to find
old favorites.

“We work hard to make it easy for people to find their fancy
amongst the millions of tracks in our service, and to highlight and
promote old and new favorites in various genres. This is the focus
both for our local editors, and our development team,” says

The increase in streaming also affects the proportion of people
who download music files illegally. Almost 40 percent say that
streaming has led to that they no longer do so, while the figure is
even higher, close to 50 percent for those under 30. Half of the
younger generation, according to the survey also already got rid of
their CD collection, compared to about a quarter of the population

The survey was conducted in June by research firm Norstat on
behalf of the music service WIMP. The survey had 3,000 respondents,
divided equally between Norway, Sweden and Denmark with a thousand
each. For further details, please go to href="">

Aspiro in Brief

Aspiro has unique positioning as the world’s only provider of
both streaming music and TV services delivered as a complete hosted
white label service to partners. Aspiro also delivers music
streaming service WiMP directly to consumers in Scandinavia. Aspiro
utilize over ten years mobile technology and retail experience,
delivering its premium services to companies worldwide including
Deutsche Telekom, Telefónica O2, Telenor, 3, TeliaSonera, BBC,
Aftonbladet, mBlox, TVNorge, Entel and VG. Aspiro is listed on the
Nasdaq OMX Stock Exchange in Stockholm. 2010 sales for continuing
operations were SEK 262 m and the company has some 115

For more information of questions, please contact Kristin Castillo Eldnes, Head of Corporate communications and IR, kristin.eldnes at, +47-908-07-389.

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