Newsletter 11th of May


11 May 2022

This week, we focus on the following topics:

  • More than 1 million households subscribe to an audiobook service in Sweden
  • The streaming industry holds its breath for Disney results
  • Podcasts reach half of Swedish population weekly, but few pay to access content

Insikt: Ljudmarknad 

Mediavision’s Insikt: Ljudmarknad gives an in-depth understanding of the entire audio market; audiobooks, music, podcasts and radio. The analysis focuses on the digital transformation of both listening and consumer payments, on both aggregated and actor specific levels.

Apple to restructure with increased focus on ads and streaming


Netflix may introduce advertising by the end of 20222


Swedish Youtubers to contribute 1 billion to BNP


Discovery Plus to extend hybrid offer to Sweden and Finland



The streaming industry holds its breath for Disney results


After trading today, Disney will present its latest financial results for its fiscal Q2. In the wake of Netflix’s disappointing (to say the least) earnings report presented last month, Wall Street investors have been re-evaluating their position on streaming operators as the market enters a new period of maturity (Mediavision CEO Marie Nilsson commented on the same subject – and the challenges ahead in a column published in Dagens Media earlier today).


Netflix’s poor results both in Q4 2021 and Q1 2022 have caused the stock price to slide – and market cap has decreased by 64% in the past 12 months. The company’s status as a “barometer” in the industry caused a ripple effect that saw other streaming actors loose market cap as well – Disney being one of them. In the past 12 months, Disney has lost 42% of its stock value.


Despite the share struggling on the stock market over the past year, Wall Street analysts forecast robust earnings growth and strong subscriber growth ahead of Disney’s upcoming results announcements – which means the company could actually pull ahead of its competitors in the entertainment space. Analysts are expected to focus on two key metrics – revenue for Disney’s Parks, Experience and Products segment and the number of Disney+ subscribers.



Sony Pictures swings to quarterly profit of USD 84 million


NRK surpasses 6 billion in revenue for the first time


Podimo launches six new podcasts


Netflix set to launch its first Nordic original documentary



Podcasts reach half of Swedish population weekly, but few pay to access content


Interest in podcasts is great in Sweden. Approximately 50 percent of all 15-74-year-olds, 3.8 million, listen to podcasts an average week. That is concluded in Mediavision’s Q1 analysisof the Swedish audio market. A third of those, listen an average day. Less frequent listening is a result of podcasts commonly being published within weekly intervals. As for any other digital media, young people make up the largest share of the audience. Among 15-34-year-olds, weekly reach for podcasts is close to 70 percent in the first quarter.


In general, the podcast market is advertising or public service funded. Mediavision’s analysis concludes that households today devote less than 1 percent of the total media spend on podcasts (via one-off donations/payments or service specific subscriptions). Comparably, music streaming accounts for approximately 10 percent of household media spend, and audio books close to 5 percent.



In the US, podcasts have been popular for long – and primarily advertising funded. A few years ago, US podcast advertising revenues were projected to surpass USD 1 billion by 2021. That prediction came true – by margin, according to the Interactive Advertising Bureau. In a new report, IAB estimate that revenues have jumped by 72% year over year to USD 1.4 billion in 2021. IAB’s new predictions are: More than USD 2 billion by the end of 2022 and more than USD 4 billion by 2024.


According to IRM, advertising revenues from podcasts are expected to reach SEK 395 million in 2022.



Nextory enters strategic partnership with Tivoli in Denmark


NRK surpasses 6 billion in revenue for the first time


Sport Live secures rights to show professional Danish boxing


Viaplay sets ‘R.S.V.P.’ as next Swedish original film


Mediavision in the News


Fler än 1 miljon svenska hushåll har ljudboksabonnemang – Boktugg


Allt fler lyssnar på ljudböcker – Svenska Dagbladet 


Streaminglandskapets utveckling – Dagens Media 


Ny strömningstjänst till Sverige – men marknaden bromsar in – SVT


Efter Netflix ras – så påverkas strömningsjättarna i Sverige – Journalisten 


HBO Max er tilbage i dansk streamingtop efter relancering – Mediawatch


Tv-kritiker om Netflix tapp: Intryck att de testar idéer – Omni 


35 procents aktieras för Netflix – jätten kovänder – Svenska Dagbladet  


Netflix tappar – men växer i Sverige – Aftonbladet 


Globalt tapp för streaming – så kan Telia och Nent drabbas – Dagens Industri 

Industry Events


TV-Dagen: 19 May 2022, Stockholm, Sweden**


Connected TV World Summit: 24-25 May 2022, London, UK


NEM Dubrovnik: 6-9 June 2022, Dubrovnik, Croatia


MIPJunior: 15-16 October 2022, Cannes, France


MIPCOM: 17-20 October 2022, Cannes, France


* Mediavision will attend
** Mediavision will present