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Denmark’s media market is highly digital, trusted, and innovative, with strong public service leadership and world-class broadband infrastructure. DR and TV 2 deliver nationwide television, radio, and online news, while private groups such as Nordic Entertainment Group (Viaplay), Egmont, JP/Politikens Hus, and Berlingske Media drive commercial competition. High smartphone penetration and data-driven advertising allow Danish audiences to shift seamlessly between linear, streaming, audio, and social platforms.
DR operates multiple TV and radio channels funded entirely through licence-fee replacement taxes, while TV 2 Danmark functions as a public limited company combining state ownership with commercial revenue. Private broadcasters TV3, Kanal 5, and Discovery’s portfolio complement domestic OTT services like TV 2 Play and Viaplay. Newspaper and digital portfolios from JP/Politikens Hus (Politiken, Jyllands-Posten, Ekstra Bladet), Berlingske Media, and Bonnier Publications remain influential.
The Danish Agency for Culture and Palaces oversees media legislation, while the Radio and Television Board issues licences, supervises public funding, and enforces advertising rules. Denmark adheres to EU AVMSD requirements, participates in the European Media Freedom Act consultations, and maintains strong transparency rules around state advertising, funding, and media ownership registries.
Fiber and 5G networks cover the vast majority of households, supporting hybrid TV, smart speaker adoption, and connected car audio. Streaming services such as TV 2 Play, DR TV, Viaplay, Netflix, Disney+, and HBO Max capture large subscription bases, while podcast listening and audiobooks continue to grow through platforms like Podimo and Storytel.
Publishers invest in memberships, newsletters, and personalised recommendation engines to retain subscribers. Advertisers deploy omnichannel strategies spanning addressable TV, programmatic audio, retail media, and influencer collaborations, often targeting climate conscious consumers and global export markets for Danish brands.
Television remains influential, with daily viewing averaging around 210 minutes among adults, though younger demographics prefer streaming-first experiences. Radio reaches more than two thirds of Danes weekly, and in-car listening keeps linear audio strong. Print readership continues declining, yet weekend editions and long-form investigative magazines maintain high trust.
National broadcasters invest heavily in public affairs, climate reporting, and cultural programming that reflect Danish values. Regional studios produce tailored content for Jutland, Funen, and Zealand, while prime-time entertainment ensures broad appeal and cross-generational viewing.
DataReportal estimates 5.3 million social media users, with YouTube, Facebook, Instagram, LinkedIn, and Snapchat leading engagement. TikTok adoption is rising quickly, especially among Gen Z, prompting public broadcasters to publish youth-focused explainers and short-form storytelling.
Podcast listening is among the highest globally: over half the population consumes podcasts monthly. Newsrooms leverage DR Lyd, Podimo, and Spotify to deliver news roundups, investigative series, and branded audio. Smart home adoption encourages voice-activated news briefings and personalised playlists for music and wellness.
| Indicator | Value | Insight |
|---|---|---|
| Internet penetration | 97% | One of the highest broadband adoption rates in the EU. |
| Social media users | 5.3 million | Approximately 91% of the population (DataReportal 2024). |
| Daily TV viewing | ~210 minutes | Kantar Gallup figures for adults 15+. |
| Digital ad share | 70% | Danish Media Publishers Association showing continued growth. |
| Media revenue | EUR 3.2 billion | PWC Outlook forecasting stable expansion through 2028. |
Reuters Institute reports 58 percent of Danes trust most news most of the time, ranking among the highest globally. DR News, TV 2 News, and Politiken lead credibility surveys, while social networks trail significantly. The Danish Board of Technology coordinates misinformation resilience initiatives, and media organisations participate in the EU Code of Practice on Disinformation.
Fact-checking units such as TjekDet and DR’s Detektor collaborate across publishers to debunk viral content, particularly during elections and global crises. Media literacy programmes target schools, seniors, and immigrant communities to ensure equitable access to reliable information.
Denmark’s audiences embrace Nordic drama, documentaries, satire, and live sport across both linear and streaming platforms. Podcasts covering politics, climate science, entrepreneurship, and culture command premium sponsorship. Influencer marketing across Instagram, TikTok, and YouTube complements traditional media buys for consumer brands.
Consumers support subscription services that deliver ad-free news, quality journalism, and curated entertainment. Retail media networks and data collaborations between broadcasters and advertisers provide new targeting options, while sustainability messaging is central to many campaigns.
