Newsletter 6th of November: Daily Reach of Podcasts Increasing as Radio Goes Digital
6 November 2019
6 November 2019
Competition on the podcast market is ramping up. In the Nordics, as well as on other markets, major actors invest in the ongoing transformation of audio. So far, Spotify is leading the effort by investing heavily in podcast content for its platform. Now, Amazon is also picking up speed by announcing Swedish original podcast productions for its audiobook and podcast subscription service Audible, that is available throughout the Nordics. Podcast listening is already widespread in Sweden – and willingness to pay for podcast content is taking off.
Podcast listening increases rapidly. Today, 19% of Swedes age 15-74 listen to podcasts on an average day – a strong increase of 20% YOY. Unsurprisingly, podcast listeners are predominantly young. 60% of daily listeners in Q3 are 15-34 years old. However, older listeners are quickly catching up. The age group 50-64-year-olds who listen to podcasts has doubled YOY.
Is there a market for paid audio content? Well, we can already conclude that there is a demand for paid podcasts, in Sweden as in the US. Mediavision recently presented research showing that a large share, almost 60%, of today’s podcast listeners are willing to pay for podcast content. The content that attract payers the most is “exclusive” and, maybe not that surprising, ad-free.
The podcast market is currently in strong growth. Likely, it will follow the same development curve as text, music and video has done previously – with older target groups following younger demos. Large investments by major players testify to the industry’s confidence in continued growth. Mediavision follows the podcast market closely and will report on the development on a quarterly basis.
In a joint effort with Spotify, Netflix will release their first original production of a podcast, based on their drama series “Daybreak”. The podcast will consist of six episodes, initially only available through Netflix.
Mediavision Press Release
Mediavision in the News
Hittills har amerikanska tjänster som HBO Nordic och Netflix dominerat den svenska streamingmarknaden, framför svenska och nordiska aktörer. Allra störst är Netflix som 1,6 miljoner svenska hushåll abonnerar på, enligt analysföretaget Mediavision.
- Streaming Tech Sweden 2019: 7th November 2019, Stockholm, Sweden
Media Mekka: 14th November 2019, Stockholm, Sweden
- Sound Stockholm: 20th November, 2019, Stockholm, Sweden
- Internetdagarna: 25-26th November, 2019, Stockholm, Sweden
*Events where Mediavision will be presenting