Sweden: Podcasts, digital music continue to gain ground
September 11, 2025
In Sweden, audio media listening averages at approximately 100 minutes per day. This figure has remained stable in recent years, but listening has shifted, reports Mediavision. In 2022, podcasts and digital music accounted for about 40 per cent of total listening time. By Q2 2025, the share has grown to over 55 per cent – at the expense of live radio. Live radio’s share of listening is now lower than ever before, and for the first time below 35 per cent.
“The development clearly shows that digital audio formats are now taking an increasingly larger share of listening. Podcasts and digital music play a growing role among listeners, and thus for the audio market as a whole,” commented Fredrik Liljeqvist, Senior Analyst at Mediavision.
Daily listening time for digital music and podcasts has increased by just over 20 minutes in the past three years, while live radio has lost 15 minutes. This indicates that podcasts and digital music are, to some extent, replacing live radio. Younger audiences in are the main drivers of this shift between audio formats in Sweden, but the trend is now also evident among more age groups.
“For actors in the audio market, this change brings both challenges and opportunities. The decline in radio minutes is balanced by growth in music streaming and podcasts, but the competition for listeners’ time intensifies as new formats gain footing,” concluded Liljeqvist.
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