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

Marika Lüders
Marika Lüders
, 
Vilde Schanke Sundet
Vilde Schanke Sundet
 and 
Terje Colbjørnsen
Terje Colbjørnsen
   | Feb 26, 2021
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Published Online: Feb 26, 2021
Page range: 35 - 57
DOI: https://doi.org/10.2478/nor-2021-0011
Keywords
© 2021 Marika Lüders et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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.
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.

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.
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.
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.
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.
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.
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.
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)
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