Finns prefer to watch streaming services on a TV screen


A TV screen is still the most popular choice for keeping up with the content in paid streaming services. This is what DNA’s Digital Lifestyle survey*) reveals. DNA Hubi device, based on the open Android ecosystem, combines various streaming services in one place and enables you to watch shows on the large TV screen you have at home in the best possible quality. The latest application compatible with DNA Hubi is the new streaming service Disney+, which was launched in Finland today.

The long-awaited streaming service Disney+ was launched in Finland today. DNA has tested the service to ensure it works with DNA Hubi. Like other streaming services, the application is available for download from Google Play Store. The Disney+ service is ordered from Disney’s own website, and the subscription agreement is made directly with Disney. The application that is uploaded to DNA Hubi is installed among the other Android apps. Google Play Store has more than 4,000 applications, and all of them can be used on DNA Hubi.

“This is a major advantage of a device based on the open Android ecosystem. Users no longer need to limit their choices to the options provided by the operator. You can download any Android TV application to DNA Hubi from Google Play Store, regardless of whether that service is available for purchase through DNA or directly from the service provider, or if it’s completely free of charge. The DNA TV Hubi service brings all content to one place,” says DNA’s Business Manager Mervi Rouvinen, who is responsible for DNA TV.

Survey results

The Digital Lifestyle survey, commissioned by DNA and implemented by research institute Nepa at the end of March, reveals that TV content is most typically viewed on the free channels on TV (73%) and free streaming services (73%). Already half of the respondents (50%) report that they use paid streaming services. This is more common than average in age groups 16–24 years (70%), 25–34 years (71%) and 35–44 years (61%). Just under half of the respondents (45%) watch TV content online. More than one in four (26%) are already watching TV content with a TV service provided by an operator.

The majority (68%) of the respondents think that it is important that movies, TV shows, sports and other TV programmes are available conveniently in one place. Three out of four (74%) want to watch TV content regardless of the showtimes, while approximately half (48%) consider it important that applications for mobile devices can also be used on the TV screen.

“We want to make it as easy and comfortable as possible for the customer to find and manage different kinds of content from various sources. This is a big challenge as services, content and devices are so diverse, and the supply is becoming even more fragmented. When developing DNA TV Hubi, our starting point was that no matter the content, the user gets all of it in one place and does not have to make any effort to find it. This is supported by our recent DNA TV Hubi customer survey, where respondents stated the possibility to use content from different sources in one place as their primary reason for purchase,” Mervi Rouvinen says.

The most common TV device at homes is still the so-called ordinary television, which around 55% of the respondents have. The age group 65–74-year-olds (73%) is more likely than average to have a traditional TV. The number of smart TVs (48%) and 4K televisions (19%) is growing, and more and more people are acquiring a set-top box from an operator (27%), such as DNA TV Hubi.

“The expanding and diversifying supply has also placed more importance on internet connections. As more and more devices and services use the internet, the quality of the viewing experience is directly proportional to the speed of the internet, and there is no reason to compromise on it,” Rouvinen advises.

According to DNA’s survey, people perceive binge watching of TV shows as relaxing (37%), and it also creates joy (17%), enthusiasm (15%) and makes you forget your worries (14 %).

DNA TV offers a wide range of ways to watch TV: in high definition and ultra-HD on your TV screen with DNA TV Hubi, or conveniently on a tablet, phone or laptop, wherever you are. Based on the Android operating system, DNA TV Hubi combines the familiar TV, rental shops and online TV applications into one simple package.

*) The Digitaaliset elämäntavat (Digital Lifestyle) survey was commissioned by DNA and conducted by Nepa Insight Oy. Data collection was carried out in Nepa’s online panel at the end of March 2020. Number of respondents n=1036. The respondents were a representative sample based on age and gender of Finns aged 16–74. Survey report is available in Finnish.

Further information for the media:

Mervi Rouvinen, Business Manager, DNA TV, DNA Plc, +358 (0)44 044 7032, mervi.rouvinen@dna.fi 
Maris Tuvikene, Senior Analyst, Nepa Insight Oy, tel. +358 (0)40 774 2508, maris.tuvikene@nepa.com 

DNA Corporate Communications, tel. +358 (0)44 044 8000, viestinta@dna.fi 




About DNA Oyj

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DNA is one of the leading telecommunications companies in Finland. We want to make our customers' daily lives less complicated. We offer connections, services and devices for homes and workplaces, contributing to the digitalisation of society. DNA's customers are continuously among the world mobile data usage leaders. We are Finland's largest cable TV operator. DNA has more than 4 million subscriptions in its fixed and mobile communications networks. The company was ranked the best employer in Finland in the large companies category of the 2019 Great Place to Work survey. In 2019, our net sales were EUR 942 million and we employ about 1,600 people around Finland. DNA is a part of Telenor Group, a leading telecommunications company across the Nordics. More information: www.dna.fi, Twitter @DNA_fi, Facebook @DNA.fi and LinkedIn @DNA-Oyj.

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