Newsletter 23rd of June: 2.3 million Nordic Households Subscribe to an Audiobook Streaming Service


23 June 2021

Summer is here and we are rapidly approaching vacation time in the Nordics. Emails and zoom meetings will soon be replaced by ice-cream and maybe a good book in a comfortable deck chair. And many of us will likely listen to the book, as the growth for audiobook services has been strong over the last years.

Mediavision’s new analysis of the Nordic audiobook market shows that 2.3 million Nordic households subscribe to an audiobook streaming service. Since spring of last year, this means an additional +250’ subscribing households. Growth in the region is mainly driven by Finland and Norway – both with significant penetration growth year-on-year. Denmark and Sweden remain stable and there are clear signs of maturity. Storytel announced today that the company will strengthen its position as a distributor, producer, and publisher in Finland with the acquisition of Finnish publisher Aula & Co. Storytel is already the owner of the third largest publisher in Finland, Gummerus, since 2019.

Looking at specific services, pan-Nordic services Bookbeat and Nextory added the most subscribers in absolute figures. When it comes to listening, daily reach among 15–74-year-olds amount to 10%. Let us guess that audio book listening will peak during the summer months!

Average household spend among audiobook service subscribers is similar across the Nordic countries, explained by equal price points established by the pan-Nordic services. Interestingly, a high share of audio book subscribers also subscribes to a music streaming service. This is something that Storytel and Spotify likely seek to exploit in their recently announced partnership.

From all of us to all of you: Have a beautiful summer and hope to see you in August!

Mediavision in the News

135,000 hours of VoD content in Nordics

The VoD ecosystem brings huge benefits for the consumers, with an ever-increasing supply of content. With Nordic streaming consumers having access to more than 15 years’ worth of content, it is safe to say that supply has never been greater.

Det svenska poddundret: ”Längst fram i Europa”

Siffrorna är fortfarande små och lönsamheten minimal. Men intäkterna växer kraftigt och veckans börsbesked från Acast är ett av flera exempel på de stora steg som tas i Sverige i utvecklandet av poddindustrin.

Piratkopiering störst i Sverige

Nya siffror från analysföretaget Mediavision visar att piratkopiering och illegal konsumtion på nätet fortfarande är utbrett i Norden, trots att tillgången till legala strömningstjänster aldrig har varit större.

2.9 million pirates in the Nordics

Piracy has been a major challenge in the Nordic region for many years and 2021 is no different. New figures from Mediavision show that even though the supply of legal online video services has increased, piracy is still high.

Nordic region video piracy at 14%

Swedish consultancy Mediavision said that 14 percent of people in the Nordic region between the ages of 15 and 74 years old admit to illegally streaming or downloading films and television episodes in the past month.

Piracy still is a major challenge in the Nordic region

14% of all people 15-74 years old in the Nordics have illegally streamed or downloaded films and TV episodes in the past month, according to research from Mediavision.