The Swedish audio market is undergoing change. Digital music and podcast listening have steadily increased in recent years, while live radio listening has declined. As a result, live radio’s share of listening time hit a record low in Q2 2025. Younger audiences are primarily driving this transformation, but the trend is now becoming more visible across older age groups as well. These findings are presented in Mediavision’s latest analysis of the Swedish audio market.

In Sweden, audio media listening averages at approximately 100 minutes per day. This figure has remained stable in recent years, but listening has shifted. In 2022, podcasts and digital music accounted for about 40 percent of total listening time. By Q2 2025, the share has grown to over 55 percent – 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 percent.

– 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, says 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 are the main drivers of this shift between audio formats, 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, concludes Liljeqvist.

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