We hearken to 100 minutes of audio media on common, per day. That is concluded by Mediavision in its second-quarter evaluation of the Swedish audio market. The evaluation covers dwell radio, audiobooks, streamed music, and podcasts. The shift from dwell radio to varied forms of on-demand companies continues, although the general listening time stays secure.
The second-quarter evaluation of the Swedish audio market reveals that each day listening time is secure in comparison with the identical interval final yr. The full listening time quantities to 100 minutes on a median day, masking each radio and digital audio (audiobooks, music, and podcasts on demand). It’s evident that our listening habits remains to be altering, because the “on demand” share of audio companies is growing.
Over time, our listening has shifted extra in direction of streamed music and podcasts. Within the second quarter, music companies and podcasters collectively account for greater than half of all listening.
Streamed music and podcasts proceed to develop. It’s a growth that seem like what we see on TV, feedback Fredrik Liljeqvist, senior analyst at Mediavision. Spotify has a really robust place within the Swedish market, however the previous yr has seen important development for different gamers.
In the case of podcasts, an growing share of listening is targeting these world companies, although the content material is especially created by others, corresponding to radio operators, or podcast firms. Spotify is the biggest audio service in Sweden, each by way of subscribers and listening, however competitors has undoubtedly elevated.
Whereas dwell radio maintains secure in each day attain, it’s dropping shares of complete listening time to digital companies, which proceed to develop. In different phrases, the gradual shift in direction of digital and on-demand listening continues.
In comparison with TV, nevertheless, dwell radio has managed to carry up higher. For a lot of, radio is a central media channel, mirrored in additional secure listening figures, Liljeqvist notes. There are a number of causes for this, together with radio’s simple accessibility and the truth that it’s utterly freed from cost.
About Mediavision
Mediavision is a Nordic unbiased evaluation and consultancy agency, centered on evaluation and technique inside conventional and digital media. 6,700 respondents between the ages of 15 and 74 are surveyed biannually within the Nordics. The info from the survey consists of self-assessed values from a nationally consultant pattern.
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