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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

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Last updated 14.12.2009