From TikTok-loving teens to octogenarians binge-watching dramas, Norwegians are embracing streaming like never before. With 9 in 10 residents now plugged into at least one digital platform, Norway is setting a new standard for digital media consumption across all generations.
Digital media continues to dominate, even among Norway’s oldest citizens
In 2024, a record-breaking 90% of Norwegians subscribed to at least one streaming service, according to the latest data from the Norsk mediebarometer published by Statistics Norway (SSB). This marks a sharp rise from 71% in 2020 and 88% in 2023, solidifying Norway’s place as one of the most digital-savvy countries in Europe.
“68% of people aged 80 or older have access to a subscription to one or more streaming services in 2024. That is an increase from 37% in 2022,” explained Fam Vivian Bekkengen, statistics coordinator at SSB.
While nearly all Norwegians under the age of 44 have at least one streaming subscription in their household, the growing adoption among the elderly highlights a generational shift. Despite this, traditional media remains popular among older age groups. For instance, 82% of people aged 67–79 still watch linear TV daily, while only 7% of people aged 80 or older stream video content each day.
Netflix leads, but domestic platforms are strong
Among the various platforms, Netflix continues to dominate the Norwegian market, with 69% of the population reporting access. It is followed by local and regional competitors like TV 2 Play (48%), Viaplay (36%), and MAX (34%).
Daily streaming habits vary significantly by age. 60% of individuals aged 25–44 stream content on a typical day, compared to just 7% among those over 80. Young women aged 16–24 are the most active demographic, with 67% streaming content daily, versus 48% of men in the same age group.
Streaming habits across the Nordic countries
Norway currently leads the Nordic region in streaming service subscriptions, but other countries show similar trends:
- In Sweden, approximately 85% of households subscribe to at least one streaming platform, with Netflix, SVT Play, and Viaplay being the most used.
- In Denmark, around 83% of the population uses streaming services, with DR TV and TV 2 Play (Denmark) among the most popular.
- In Finland, the rate is slightly lower, with about 72% of households accessing at least one paid streaming service. Public broadcaster Yle Areena remains a dominant player.
Across the Nordics, younger generations drive daily streaming, while older viewers continue to rely more on linear television and radio. However, all countries report a steady digital uptake among seniors.
From traditional to digital: a generational transition
Nearly half of Norway’s population watches streamed content daily, with average screen time just over one hour. Yet, traditional media still plays a significant role. In 2024, 46% of the population watched linear TV daily, 43% listened to radio, and only 15% read print newspapers.
“We see a generational divide in the population’s media usage. Even though older people stream less frequently, they still consume news and entertainment through other platforms like linear TV,” Bekkengen added.
As younger Norwegians turn to platforms like TikTok and Instagram for news, older citizens remain loyal to TV and radio. Still, the overarching trend is clear: streaming services have become a mainstay across all age groups, albeit with varied intensity.
