New figures: Danes pay for streaming, but what do the artists get?

67 per cent of Danes now pay for at least one music streaming service. However, more paying users do not in themselves guarantee fair revenues for those who create and perform the music. Therefore, there is a need for more knowledge about money flows and solutions that can create a more sustainable streaming economy.

By Julie Westh Nielsen

A new survey of Danes' digital music consumption shows that 94 per cent stream music, while 67 per cent pay for at least one streaming service. In 2024, the proportion of paying users was 60 per cent. This corresponds to an increase of seven percentage points in two years.

The figures come from Nordic Digital Music Survey 2026, which YouGov has carried out on behalf of Koda, TONO and Teosto.

However, more paying users do not in themselves solve the question of how artists can receive a fairer payment from streaming. The Danish Artist Union, along with other music organisations, has previously pointed out that the payment for each streamed track has become too low, while streaming services have gained an increasing number of users.

At the same time, it shows Streams & Dreams, which is based on responses from members of the Danish Artist Union and, together with nearly 10,000 artists in 19 EU countries, that 69 per cent are dissatisfied with their streaming income, while 88 per cent do not believe that streaming income is distributed fairly.

Part of the challenge is that music streaming takes place on a global market with complex business models and limited insight into cash flows. At the same time, global streaming services have a major influence on which music becomes visible and listened to through algorithms, playlists and recommendations, among other things.

It requires both greater insight into how the streaming economy works and closer cooperation on creating fairer terms. Without that knowledge, it becomes more difficult to regulate a market where the decisive business models are largely determined by global companies.

More knowledge must pave the way for solutions

The Danish Musicians' Union, together with other music organisations, has proposed, among other things, a working group to investigate the streaming market and create more knowledge about the global market mechanisms and cash flows.

The union is also standing together with Autor, Musikforlæggerne, the Danish Composers' Association, the Danish Musicians' Union, Koda and DPA behind nine recommendations for fairer streaming revenues. These deal, among other things, with a larger share of the revenue for creators and performers, higher subscription prices, a direct right to remuneration for musicians, and greater transparency regarding data and algorithms.