More and more Swedes are listening to podcasts. The fourth quarter of 2024 saw a 20 percent increase in daily listeners compared to the previous year, according to a new survey from Mediavision.
An average day sees nearly two million people listening to podcasts, a new record.
"Listening to podcasts is becoming increasingly common. It is now the audio category that is growing the fastest in Sweden in terms of daily listeners. Most of the listening is devoted to content that is free for the consumer, i.e., content that is ad-financed or public service," says Fredrik Liljeqvist, senior analyst at Mediavision, in a press release.
Although free listening dominates, around 450,000 households are currently paying for podcast content. Video podcasts are also on the rise – during the last quarter of last year, they reached approximately 10 percent of 15-74-year-olds in Sweden on an average day.
