Nearly half of all Swedes and Norwegians have access to a music streaming service, according to the results of a survey carried out by Norstat for Aspiro Music, the company behind Scandinavian streaming service WiMP. Aspiro Music is also behind mobile streaming services deployed by O2, 3, the BBC, and various mobile networks around the world. 

The survey found that 80 per cent of Swedes under 30, and 75 per cent of Norwegians under 30 now have access to a streaming service. It also reveals that older age groups are seeking access to streaming services – 54 per cent of Swedes between 40 and 49 have access to streaming services, while the figure is 40 per cent for Norwegians in the same age group.

Norstat also says that consumers are increasingly embracing payment models. The survey found that a quarter of Norwegians using streaming services pay to do so, while 15 per cent of music streamers in Sweden use a payment model. 

“We are very pleased to see that music streaming is becoming all the more established and that people are more willing to pay for a complete music service,” says Per Einar Dybvik, head of Aspiro Music. “Through increased revenues for artists, record labels and rights holders, this will ensure sustainability in the music industry. The Nordic countries are leading this development.”

WiMP is a paid music streaming service that is available in Sweden Norway, Denmark and Portugal. It has a library of 10 million songs. Theres more information, including other results from the survey, here.