Extra folks in Sweden are listening to podcasts. Within the fourth quarter of 2024, the variety of every day listeners was 20 p.c greater than the earlier 12 months. Practically two million folks now hearken to podcasts a mean day, setting a brand new report. That is introduced in Mediavision’s newest evaluation of the Swedish audio market.
Through the fourth quarter of 2024, almost two million 15-74-year-olds listened to podcasts a mean day in Sweden. This means robust progress in podcast listenership over the previous 12 months, with a rise of 20 p.c. In comparison with 2022, progress is even greater. The development reveals that podcast listening continues to set new data, as folks shift away from conventional radio listening.
Mediavision additionally notes that progress is widespread, with a big enhance throughout many of the age teams analyzed.
Listening to podcasts is changing into more and more fashionable. It’s now the fastest-growing audio class in Sweden by way of every day listeners, feedback Fredrik Liljeqvist, senior analyst at Mediavision. Many of the listening is devoted to content material that’s free for shoppers, which means ad-supported or public service content material.
Mediavision additionally notes a big enhance within the variety of households paying for podcast content material. Regardless of the robust dominance of free listening, almost 450,000 households now pay for podcasts, which can also be a brand new report.
The comparatively new phenomenon of video podcasts reached about 10 p.c of Swedes aged 15-74 on a mean day over the last quarter of 2024. This means a powerful 12 months for podcasts. With the rising variety of video podcasts, the audio medium is more likely to develop even additional. There are additionally robust indications that competitors between Spotify and YouTube will speed up this growth. The conclusion is that podcasts are broadening the audio panorama, concludes Liljeqvist.
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