Published: 14 December 2009

Digitalization pushed up the television sector - Mass media market 2008

During the last five years (2004-2008) market growth in the television sector has amounted to almost nine per cent per year on average. In 2008 it stood at ten per cent. The combined share of advertising and pay -TV channel subscriptions amounted to about half of the overall turnover of television activity. The share of pay -TV channels of the revenue has grown rapidly in the course of past years.

Revenue from subscriptions to pay -TV channels through different distribution channels (antenna network + cable + satellite) grew by almost 40 per cent in 2008. Consumer spending on pay television amounted to approximately EUR 200 million, equalling their combined spending on video recordings and cinema tickets.

Around four in five Finnish households have purchased a set-top box with a viewing card slot enabling the reception of pay TV channels. Indeed the proliferation of set-top boxes opened up significant potential for growth in what had used to be a very sluggish television market. Up to the early 2000s subscription TV households accounted for no more than some five per cent. With digitalization, that figure jumped fivefold. In 2008, one-quarter of all households in Finland subscribed to pay channels.

Table 1. Television (terrestrial + cable + satellite) revenue 2000 - 2008

  Licence
fees
%
Advertising
%
Subscriptions: Total
%
Total
€ million
Pay-TV
%
Cable TV
basic fees
%
2000 49 37 3 11 100 572
2001 52 33 4 11 100 587
2002 50 33 4 13 100 606
2003 49 33 4 15 100 631
2004 49 33 4 14 100 687
2005 48 31 9 11 100 739
2006 46 31 12 11 100 776
2007 43 30 16 10 100 865
2008 40 28 22 9 100 948
The figures are estimates.
Source: Statistics Finland/Media statistics
Estimates based on data from: Company reports, FiCom, Ficora,
Finnpanel, TNS Gallup

The value of the Finnish mass media market was about EUR 4.4 billion in 2008. In the late 1990s, the volume grew at a pace of four to five per cent annually slowing down, however, in the early 2000s. The most recent years have seen an annual growth of three to four per cent.

In 2008, the share of electronic media of the mass media market grew by two percentage points while that of printed media contracted by corresponding two percentage points.

Table 2. Mass media market volume in Finland 2004 - 2008

  2004
€ million
2005
€ million
2006
€ million
2007
€ million
2008
€ million
Change
2007-08
%
Dailies (7 - 4 times a week) 970 982 1 027 1 061 1 056 -0,5
Non-dailies (3 - 1 times a week) 118 121 122 127 135 5,7
Free papers 100 102 104 103 100 -2,8
Magazines & periodicals 680 710 720 752 760 1,1
Books1) 503 524 537 559 566 1,2
Directories & direct mail 348 352 352 335 340 1,5
Print media total 2 719 2 791 2 862 2 937 2 956 0,7
Television2) 687 739 776 865 948 9,6
Radio 51 50 49 49 53 7,4
Internet 55 75 99 118 158 33,9
Electronic media total 793 864 924 1 032 1 159 12,3
Phonograms 110 98 99 100 98 -2,0
Videos (DVD, Blu-ray & VHS) 141 144 149 150 153 2,0
Cinemas 54 46 52 53 58 8,5
Recorded media total 304 288 300 303 309 1,8
Mass media total 3 816 3 943 4 086 4 273 4 424 3,5
At fixed (2008) prices 4 178 4 280 4 358 4 448 4 424  
Mass media/GDP, % 2,5 2,5 2,4 2,4 2,4  
1)Also Including the sales of off-line multimedia recordings
by members of the the Finnish Book Publishers Association.
2)Including public service radio.
Source: Culture & media statistics, Statistics Finland,

The calculations presented here describe the mass media market at the end user level: for example, the figure on the newspaper market is comprised of retail priced subscription and single copy sales of newspapers, and their revenue from advertising. Overlaps have been eliminated. The figures cover domestic production and imports but not exports. This table includes several estimates.

Source: Mass media and cultural statistics. Statistics Finland

Inquiries: Mr Tuomo Sauri +358 9 1734 3449, joukkoviestimet.tilastokeskus@stat.fi

Director in charge: Ms Riitta Harala

Tables

Tables in databases


Last updated 14.12.2009

Referencing instructions:

Official Statistics of Finland (OSF): Mass media statistics [e-publication].
ISSN=2323-6345. 2008. Helsinki: Statistics Finland [referred: 25.10.2014].
Access method: http://www.stat.fi/til/jvie/2008/jvie_2008_2009-12-14_tie_002_en.html.

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