Icelanders stream just 17% Icelandic music

Only 17% of the music Icelanders stream is Icelandic, despite widespread pride in the country’s music, according to a survey reported by mbl.is.

The survey, conducted with the Social Science Research Institute, found that 79% of respondents were very proud of Icelandic music. Some 44% said they would like to listen to more of it.

“This is clearly a problem, but there are opportunities to bridge the gap,” said María Rut Reynisdóttir, managing director of the music centre Tónlistarmiðstöð. “We realise Spotify is not going to change its algorithm for us, but it is still our responsibility to make sure the mix does not become too homogeneous.”

Efforts are planned to increase the prominence of Icelandic music. At a panel discussion during the recent Iceland Airwaves music festival, speakers noted that Danish-language music has gained ground in Denmark in recent years and now accounts for 36% of listening. Last year, 18 of the country’s 20 most popular songs were sung in Danish.