Newsletter 24th of May
24 May 2023
These are the main topics this week:
- Mediavision: Consumer payments for podcasts continue to increase
- The 2023 Ice Hockey World Championship intensifies.
- Skyshowtime announce its first Nordic original
Mediavision: Consumer payments for podcasts continue to increase
The Swedish market for paid podcasts is growing rapidly. In the first quarter of 2023, a record number of households paid for podcast content. Compared to the same period last year, households spend on paid podcasts has nearly doubled. This is concluded in Mediavision’s latest analysis of the Swedish audio market.
In Sweden, an increasing number of people both listen to and pay for podcasts. During the first quarter of the year, a sharp increase in paying households is noted, which results in major growth in turnover for the podcast market. Over half a million households paid for podcasts during the first quarter of the year, or 230,000 more than the same period last year. Paid podcasts are either subscription services (usually with multiple titles) or specific titles paid through, for example, Patreon. It is primarily payments of specific titles that has increased; here, the number of paying households has more than doubled in one year. This means that household spend on podcasts has almost doubled in one year. The average monthly spend for podcasts across all households now amounts to around SEK 9. Note that this figure does not include payments for services such as Spotify, where podcasts are included.
Read up on the full press release here, with commentary from Mediavision’s senior analyst Fredrik Liljeqvist.
For the rest of the Nordics, Denmark and Norway have the same share of households paying for podcasts as Sweden, 12 percent in terms of household penetration. Finland is slightly below with 8 percent of households paying for podcasts.
This analysis provides in-depth understanding of the entire audio market – including 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.
The 2023 Ice Hockey World Championship intensifies
The 2023 Ice Hockey World Championship, co-hosted by Tampere, Finland, and Riga, Latvia, is approaching its final phase. The big Nordic hockey nations Finland and Sweden have smoothly advanced to the playoffs. Denmark came close to securing a historic playoff spot and Norway achieved a sensational victory against Canada, but unfortunately, both nations missed the playoffs. The tournament is broadcasted by TV2 in Denmark, C More in Finland, Viaplay in Norway and SVT in Sweden.
Ice hockey generates high interest in the Nordic region, though there are some variations between the countries. In Denmark and Norway, interest is comparatively lower, with approximately 7 percent of individuals aged 15-74 expressing interest in watching the sport, and around 4 percent state interest in the specific tournament.
Despite Sweden’s victory over Finland in the group finals, Finland surpasses Sweden in terms of interest. In Finland, ice hockey reigns as the most popular sport, with 37 percent of 15-74-year-olds expressing interest in viewing the sport compared to 24 percent of interest in Sweden (surpassed by football as the most popular sport). The World Championship also garners the highest viewing interest among tournaments in Finland with a rate of 30 percent (compared to 16 percent in Sweden).
Mediavision’s Sports Analysis 2023 will be published shortly. The 2023 edition covers 19 sports and over 100 leagues/tournaments. The analysis offers a comprehensive overview of the most important KPIs related to consumer preferences and sports viewing behaviour. For more information, please contact email@example.com.
For the fifth consecutive year, Mediavision presents the Sports Analysis. The analysis provides a comprehensive overview of the current Nordic sports rights market and an in-depth analysis of consumer interest, willingness to pay and pay rate. It covers 19 sports and +100 specific sports rights.
Skyshowtime announce its first Nordic original
Last September, the streaming service Skyshowtime launched in the Nordics. Now, it has announced its first Nordic original. The streaming service’s CEO Monty Sarhan announced 10 new original series at the Festival de Cannes this weekend, including shows in each of its regions of Central & Eastern Europe, Iberia, and the Nordics.
The first Nordic original from Skyshowtime is called Codename: Annika. The drama series is a Finnish-Swedish production that revolves around Finnish art-fraud investigator Emma, who goes undercover to infiltrate an auction house in Stockholm, to investigate the firm’s connection to a notorious money launderer. The series will be launched on Skyshowtime later this year.
The streaming service debuted in the Nordics last September by launching across Denmark, Finland, Norway, and Sweden. Skyshowtime launched in Andorra and Spain in late February this year, completing its expansion across Europe.
This analysis covers both the TV- and streaming markets in the Nordic countries. It rests on three pillars: the consumers, the market, and the actors. Analyzing the consumers takes us far – but not all the way. Studying the actors and the market as a whole is just as important.
Mediavision in the News
Poll: Illegal streaming on the rise in Nordic countries – Yle
Betalväggen funkar – vi betalar mer än någonsin för poddar – Breakit
Report: Podcast payments double in Sweden – Advanced Television
Danske og svenske husstande bruger flere penge på medieabonnementer – Mediawatch
Hushållens köp av mediatjänster fortsätter att öka – Di Digital
Så mycket betalar svenskarna för streaming – trots krisen – Sveriges Radio
Mediavision: Streaming growth in Finland, pushed by telcos – Broadband TV News
Aldrig før har danskerne betalt så meget for streaming – Berlingske
Copenhagen Future TV Conference, 7 June 2023, Copenhagen, Denmark**
Stockholm Film Festival: 8-19 November 2023, Stockholm, Sweden
* Mediavision will attend
** Mediavision will present