In November 2025, Spotify launched audiobooks included in its premium subscriptions in Sweden. The launch has contributed to an 80 per cent increase in household penetration for audiobooks, corresponding to approximately 1 million households. In total, more than half of Swedish households now have access to audiobooks through a subscription reports Mediavision.

“By including audiobooks in already established subscriptions, Spotify has both lowered the barriers and significantly increased household penetration for audiobooks,” commented Fredrik Liljeqvist, Principal Analyst at Mediavision.

At the same time as Spotify launched audiobooks, the service has grown in the number of subscribing households in Sweden over the past year. This means that Spotify now accounts for more than half of all households in the audiobook market.

“Spotify has changed the competitive landscape of the Swedish audiobook market overnight. It is still too early to fully assess the effects on other actors, but it is clear that the market is now entering a completely new phase,” Liljeqvist concluded.

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

Tags: mediavision, podcast, spotify, sweden