Spotify’s launch of audiobooks in Sweden has resulted in an addition of approximately one million households to the audiobook market. As a result, the number of households with an audiobook subscription has grown by 80 percent since Spotify’s entry. This is presented in Mediavision’s Q4 analysis of the Swedish audio market.

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

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 concludes.

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

Download pictures of Fredrik Liljeqvist and brand assets for press use here.