Greater access to music streaming services paves way for payment model in the Nordic countries

A survey conducted by market analyst company Norstat for Aspiro Music confirms that Scandinavians are pioneers when it comes to access to music streaming services. Nearly half of all Swedes and Norwegians have access to a streaming service. The payment model is also increasingly winning ground, one fourth of all Norwegians that are using streaming services pay to stream music, while 15% of Swedes do the same.

– 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. 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, comments Per Einar Dybvik, Head of Aspiro Music.

Aspiro Music is the company behind the streaming service WiMP, launched in Norway, Sweden and Denmark, and as a white label service in Portugal. WiMP is a paid service which differentiates itself from other music streaming services through its strong editorial profile focusing on guiding users through its extensive music library consisting of 10 million songs.

The Norstat survey shows that eight out of ten young Swedes and 75 % of all Norwegians under 30 now have access to a streaming service. Although it is still the younger age group that is leading the development, the survey also reveals that older age groups are seeking access to streaming services. For example 54% of all Swedes between 40-49 years have access to streaming services, while 40% of all Norwegians in the same age group have similar access.

– It’s very positive that people of all ages see the possibilities inherent in music streaming. With WiMP we want to inspire users to discover lost classics they forgot they once loved, as well as provide them with new favorites. Everyone should find music they will love in WiMP, just one or two clicks away, adds Dybvik.

The survey also confirms a change in user behavior, coherent with falling CD-sales. Two out of ten have already packed away, sold or thrown away their CD collection. This suggests that more and more people are replacing the traditional music format with music streaming services.

The survey is based on a representative sample consisting of one thousand respondents, both in Norway and Sweden, and was conducted in January by marked analyst Norstat on behalf of Aspiro Music.

For more information and other results from the survey, visit

For questions, please contact: Kristin Castillo Eldnes, Head of Communication and IR in Aspiro, +47 908 07 389,

Aspiro in Brief
Aspiro has unique positioning as the world's only provider of both streaming music and TV services delivered as a complete hosted white label service to partners. Aspiro utilize over ten years mobile technology and retail experience, delivering its premium services to companies worldwide including Deutsche Telekom, Telefónica O2, Telenor, 3, TeliaSonera, BBC, Aftonbladet, mBlox, TVNorge, Entel and VG. Aspiro is listed on the Nasdaq OMX Stock Exchange in Stockholm. 2010 sales for continuing operations were SEK 266 m and the company has some 117 employees.


About Us

WiMP is a music streaming service focusing on inspiring users to find new music and old favorites. Through local editorial teams in each country, WiMP provides daily recommendations, tips and playlists for any occasion. The ad-free service is available on computers and mobiles, tablets and network players. Read more on,,,, or