The attitudes and habits of the Nordic countries regarding streaming services, AI, and music creation are highlighted in the new "Nordic Digital Music Survey," conducted by YouGov in collaboration with the CMOs Koda (Denmark), TONO (Norway), and TEOSTO (Finland), published in September 2026.
Data collection was carried out online from June to July of the same year, based on responses from a representative sample of 4,033 interviewees aged 12–65 across the aforementioned countries.
Key Survey Findings
Music Streaming
- Usage Rate: 96% of the population in the Nordic countries (aged 12–65) uses digital music streaming services
- Listening Time: They spend an average of 3.9 hours per day listening to music online
- Paid Subscriptions: Paid subscription rates reach 63%, led by Norway, while exclusive users of free services have dropped significantly to 32%
- Dominant Platforms: Spotify and YouTube are the largest providers, with Spotify taking the lead (67% compared to YouTube’s 65%)
- Music Discovery: Radio remains the primary medium for discovering new music; however, its influence is steadily declining, while social media platforms (TikTok, Instagram, Facebook) are on the rise
AI and Music Creation
- Increased Daily Use: Daily AI usage in the Nordic countries surged dramatically to 66% (up from just 20% in 2024)
- Labeling and Filtering: Despite the increase in usage, attitudes toward AI in music remain negative. 77% demand clear labeling of AI-generated music on streaming services, while 74% want the ability to filter out/exclude it from recommendations and playlists
- Creators' Rights & Remuneration: 77% believe that composers and songwriters should have the final say on whether their music is used to train AI models
- Recognition: 53% have listened to AI-generated music, but only 31% believe they can distinguish between human and AI creation
- Use of AI in Music Creation: 12% of Nordics have used AI tools to create music
TV / Movie Streaming
- Overall Usage: 93% of the population in the Nordic countries uses streaming services to watch movies and series
- Major Players: While Netflix retains the top spot, TV2 Play is steadily consolidating its presence in Norway and Denmark
- YouTube & Competition: YouTube is the 3rd most popular overall service, outperforming HBO Max and Disney+, driven primarily by the Swedish and Finnish markets
- Local Public Platforms: Public services such as DR TV (Denmark), SVT PLAY (Sweden), and Yle Areena (Finland) continue to dominate their local markets
Inclination to Pay and Artist Remuneration
Despite the high popularity of subscription streaming platforms, it is noteworthy that the majority of Nordics (53%) express an unwillingness to pay a higher subscription fee, even if the additional revenue were to go directly to creators as remuneration. Only 22% view such an increase favorably, with Finland (56%) and Denmark (54%) exhibiting the highest refusal rates, while Norway shows the greatest receptivity (24%).
AUTODIA Standing Alongside Creators
As the Greek Collective Management Organization for musical copyright, AUTODIA actively supports the initiatives of its peer organizations, recognizing the value of research in fostering a fair and sustainable music ecosystem.
Studies of this scope provide valuable insights to the Collective Management sector and highlight social trends regarding critical issues such as music, its creators, and the ongoing struggle for their fair remuneration and protection.
See the full presentation of the survey at the following link: Nordic Digital Music Survey 2026