Demand for learning services and media subscriptions (B2C) is relatively stable, while demand for print advertising (B2B) is under structural decline.
Sales of learning services as well as B2C subscriptions and single copies together contribute to over 75% of the Group's net sales. Share of advertising has declined: digital advertising corresponds to approx. 12% and print advertising to approx. 3% of total net sales.
Group net sales by category, %
In the longer term, demand for learning content is driven by local curriculum renewals. Expected curriculum renewals and their impact on the market demand for learning content is described in the graph below.
Typically, learning content only represents approx. 3% of total educational spending, and supports teachers' efficiency, student engagament and improving learning outcomes.
Major educational reforms typically require years of planning and preparation work from the authorities and are implemented in phases. An example of a recent implementation in Poland is presented in the below picture.
In the long-term, the following trends are expected to impact both B2C and B2B demand for media products and services in Finland:
Information on media markets in Finland is available e.g. from external data sources listed below (free of charge, most information available only in Finnish):
Advertising market development
TNS Gallup (monthly advertising, pdf includes a summary in English)
IAB Finland (digital and interactive marketing)
Circulations and online visitors
Media Audit Finland (overall media circulations and national media survey)
News Media Finland (newspaper circulations)
Finnish Magazine Publishers Association (magazine circulations, magazine advertising and readership)
TV & VOD viewing and radio listening
Finnpanel (in English)
