Spotify is expected to launch audiobooks as part of its premium subscription in Sweden this fall. Currently, just over 1.2 million households in Sweden have an audiobook subscription. Mediavision’s Q1 2025 figures show that over 500,000 of these households also pay for Spotify, which corresponds to more than 40 per cent of all audiobook households. A launch would therefore mean that these households would also gain access to audiobooks through Spotify.

“The overlap between audiobook service users and Spotify subscribers is substantial. But despite this, there are over one million Spotify households that do not have an audiobook subscription. This means that the Swedish audiobook market could potentially double in terms of households, if Spotify enters the market – something that would be truly unique,” commented Fredrik Liljeqvist, senior analyst at Mediavision.

Today, Spotify is one of the single largest media subscription services in Sweden, with just over 1.7 million paying households. The service also has a very low churn rate. In contrast, the audiobook market has long been characterised by high churn, partly due to the similar offerings among services and recurring promotional deals. This gives Spotify a competitive advantage when entering the Swedish audiobook market.

“Spotify has all the prerequisites to become a significant player in the Swedish audiobook market. A launch would drastically increase accessibility and thereby also the potential for increased consumption, which would be positive for the market. But of course, it would also mean new, tough competition for existing players,” added Liljeqvist.

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Categories: Articles, Consumer Behaviour, Digital Radio, Markets, Research

Tags: mediavision, spotify, sweden