Swedish households are spending more money on audio than ever before. According to Mediavision’s latest quarterly analysis, the market for paid music, audiobook, and podcast services has now reached a new record level – both in the number of subscriptions and in total household spending.

In Q3 2025, Swedish households together held approximately 5.3 million music, audiobook, and podcast subscriptions — the highest level recorded in Mediavision’s analyses. This corresponds to an increase of about 250,000 subscriptions in a year, mainly driven by music and podcast services.

Spotify remains by far the largest actor. More than one-third of all audio subscriptions in Sweden are Spotify subscriptions.

– Spotify has been dominant for a long time, and we are now once again seeing growth after a stable period. Music streaming in Sweden shows clear ‘winner-takes-all’ tendencies, Liljeqvist says.

Swedes now pay an average of about 135 SEK per month for paid audio services – a record high. That is about 15 SEK more than a year ago, corresponding to an increase of around 14 percent.

Traditional TV has long been a reach driver for advertisers. That is now being rapidly redistributed.

About Mediavision

Mediavision is a Nordic independent analysis and consultancy firm, focused on analysis and strategy within traditional and digital media. 3,000 respondents aged 15–74 are interviewed online each quarter in Sweden. The data from the survey consists of self-reported values from a nationally representative sample.

For more information, contact:

Fredrik Liljeqvist
E-mail: fredrik.liljeqvist@mediavision.se
Tel: +46 8 52 80 90 90

Media

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