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.