Newsletter 24th of February: Live Radio Increasingly Pressured by Audio Streaming (Music, podcasts, audiobooks)


24 February 2021

Swedish 15–74-year-olds spend more and more time listening to streamed audio. Mediavision analysis reveal that younger listeners are driving the development, while the older population prefers traditional radio to digital alternatives. Of course, this has substantial effects for the actors within audio.

In Sweden, 15–74-year-olds spend 99 minutes consuming audio-based media an average day. Approximately half, 50 minutes, is allocated to digital audio like streamed music, podcasts and audiobooks. Nevertheless, live radio remains the single most popular form of audio, mainly driven by the age group 65-74. Within this group, as much as 80% of the total listening is allocated to live radio. Among the 15–24-year-olds, the opposite is true – barely a 20% share of listening is spent on live radio. How much time we spend consuming audio in total is also related to our age. The youngest and oldest (15-24-year-olds and 65-74-year-olds as per Mediavision definition) have the highest total consumption in average minutes per day.

Listening to audiobooks and podcasts is less age-correlated than music and radio. Audiobooks represent approx. 8% share of listening – slightly higher among the younger and lower among the older. Podcasts attract the highest number of listeners among 15–44-year-olds and in some segments, the podcast share of listening is on par with live radio. But it is also a fact that podcasts have not yet drawn a large listening in the older segments (among 65–74-year-olds, only a 2% share of listening).

Differences in audio consumption between age groups is not new. Nevertheless, the on-going digitalization brings forward challenges for the industry. Traditional radio meets an increasing competition over the listener’s time. Audio streaming actors, on the other hand, face fierce competition over subscribers. Mediavision expects this development to intensify even further with local actors likely facing an increasing battle over both listener and revenues.


Industry News

New York Cinemas to Reopen

On the 5th of March, after nearly one year of closure, theatres in New York are reopening, following a statement by the governor Andrew Cuomo. The new restrictions allow for 50 visitors per screen, and masks are required.

Discovery+ Boasts 11 Million Subscribers

In its Q4 earnings call, Discovery revealed that the new standalone streaming service Discovery+ has attracted 11 million subscribers since launch on 4th of January – and the company expects that number to increase by 1 million at the end of February.

TV2 Denmark Amps up Technology

In pursuit of reaching the goal of 1,3 million streaming subscribers by 2025, TV2 Denmark has nearly doubled its budget for the streaming service TV2 Play – and will focus on technological development. The company is looking to hire 40 new employees this year.

Spotify to Expand International Footprint

At its “Stream On” online event, Spotify announced expansion to 85 new countries, including 36 new languages, in the coming days. Further, Spotify will roll out a new subscription tier offering HiFi sound in selected global markets.

More Podcast News from Spotify

Spotify’s latest exclusive podcast by Obama and Springsteen launched, The Avengers: Endgame directors’ production company signed a deal  and new tools for podcasters to create, distribute and earn profits was announced. Further, podcasts can soon be delivered with video.

Star launched on Disney+

This Tuesday, Disney+ launched its new tier of content targeted for the adult audience – Star, including content from Disney Television Studios, FX Productions, 20th Century Studios and Searchlight Pictures. The launch entailed a price hike for Disney+ subscriptions.

Netflix Launched Automatic Download

Netflix has added a new mobile feature which automatically download shows and movies based on the user’s viewing history. The feature was launched globally, but so far only available for Android users.

Acast Acquires American Radiopublic

As part of its efforts to deepen the relationships between podcasters and listeners, Acast has acquired Radiopublic which was founded in 2016. The company build relationships via podcast-sites and offering the possibility to donate money to creators.

Mediavision in the News

Close to 70% of Swedish Watch Online Video on a Daily Basis

2020 turned out to be a year of new records for the streaming services in Sweden. More people than ever are paying for video streaming services, while viewing reaches new top levels.

Nordic region SVoD penetration lingers at 33% among viewers over 60 in autumn 2020

Swedish consultancy Mediavision said there is still room for the SVoD market in Scandinavia to expand, as only 33 percent of the over-60 age group was paying for a video service in autumn 2020.

Disney höjer priset – jagar Netflix

Från 0 till 95 miljoner kunder på drygt ett år. Nu ska Disney plus på allvar jaga Netflix i Sverige. Samtidigt lurar nya konkurrenter i bakgrunden.

Fler överger tryckta medier än digitala

Benägenheten att säga upp sitt abonnemang var högre för tryckta medier än för digitala under det fjärde kvartalet i fjol, enligt analysföretaget Mediavisions medieanalys för perioden. Det är tvärt emot hur det brukar se ut.

Tidningarna möter en helt annan konkurrens

Färska siffror från Mediavision visar att den potentiella churnen för digitalt är betydligt mindre än för print. Marie Nilsson, vd på Mediavision konstaterar att de digitala prenumerationerna ökar och är på tillväxt.

Netflix meets its match in Nordic minnow Nent

Propelled by the pandemic, the number of subscribers to internet video services in western Europe last year overtook pay-TV customers for the first time. Yet European media companies are not celebrating this milestone.

Streaming records for Sweden

According to Mediavision, the covid-19 pandemic has had “substantial effects” on the state of the streaming market in the Nordic country and that it has “accelerated the digital transformation.”

Swedish streaming market records 2020 record

Viewing to Swedish streaming services scaled new heights in 2020, according to the Stockholm-based Mediavision consultancy.

Swedish VoD penetration reaches 70% in Q4, up 10 percentage points year on year

Use of streaming services in Sweden increased substantially in 2020, despite a slowdown in growth in the first quarter, according to consultancy Mediavision.

Netflix nådde en ny milstolpe med 200 miljoner abonnenter

Kombinera hitserier som The Queen’s Gambit och Tiger King med ett år av självisolering, så får du ett vinnande koncept. Netflix publicerade i veckan sina siffror för det fjärde kvartalet och kunde rapportera att de nått en ny milstolpe.

Rejäl tillväxt på den svenska streaming-marknaden under pandemiåret

Streamingtjänsterna för video växte rejält i Sverige i fjol – både i betalande kunder och antalet tittare. Det visar Mediavisions analys av 2020.

Nordic monthly media spending reaches EUR 70 in autumn, little changed from before pandemic hit

The Covid-19 pandemic has not reduced Nordic consumers’ media spending so far, according to Swedish consultancy Mediavision.

Spotifys stora skifte: ”Behövde en ny story”

Spotify har hittills lagt över 8 miljarder kronor på att bli världsledande på poddar i bolagets största strategibyte sedan starten. Varför vill den svenska tech-jätten få dig att lyssna på annat än musik?