Norway is the most successful streaming market for music services in recent times, but is it enough for artists to make a living?
Music streaming services in Norway are more successful than anywhere else. But is it successful enough? If not, does that mean the model is just wrong?
“People living in Scandinavia are early adapters to new technology. When Spotify was launched in Sweden, the idea of streaming music, in general, was spread to the neighbouring countries very quickly. Over time, Spotify was able to convert a lot of Scandinavian users, especially in Norway, from free users to paying subscribers,” says Mona Fimreite, Digital Marketing Specialist at Phonofile, a digital music distribution company that was recently acquired under The Orchard umbrella of Sony Music. Numbers published by IFPI show that in Norway music was sold for a total of 698 million kroners, approximately 75 million euros, in 2016, a 6.7% rise from the previous year. Streaming is without comparison, the largest format with a marked share of 83%.