The variety of devices and user interfaces is increasing and online services are strengthening their position. Large international operators are gaining ground in the national media market. Audiences are becoming increasingly fragmented and changes in society are creating new challenges.
We follow the changes in the media sector in a diverse manner: we investigate the preferences of our audiences and their media use, we observe the operating environment and monitor media trends. We need to understand the changes in society and in the daily lives of people in order to serve all kinds of individuals in our audiences better.
People in Finland have a vast variety of different media contents and online services within their reach, accessible through smart phones and other portable devices.
An increasing number of people of different ages accesses the media online.
- 88 per cent of people in Finland watched television weekly and 66 per cent watched it daily, on average 2 hours 45 minutes per day.
- 92 per cent of listeners over 9 years of age listened to the radio weekly, on average 2 hours 48 minutes per day. This is slightly less than in the previous year.
- The age group that spent the most time, on average 56 minutes per day, watching content other than the traditional TV programmes was the 25-44-year-olds.
The fast technological development boosts the change in media use. The new technology and the data collected on users make it possible to provide increasingly customised services based on personal preferences. User data is used to make content recommendations and provide interesting contents.
The media becoming increasingly customised has also changed the consumption of audio. In 2018, listening to radio channels decreased, whereas listening to podcasts and audio on demand online increased. In Finland, podcast listeners could be found in all age groups. Nearly 40 per cent of people in the 15–29 age group and 35 per cent of the age group 30–44 listened to podcasts during the one-month period. (Source: RadioMedia)
Voice control is becoming more common, making audio a part of people’s lives in a new way. We were the first Finnish media company to implement the voice control of our Swedish-language contents through Google Assistant.
In English-language areas around the world, content listening and control by means of smart assistants is continuously increasing. Voice control can be used, for example, to search information and use a variety of services. Voice control and the development of speech recognition also assist individuals with vision and hearing impairments in the use of the services.