Listening to music and speech is still popular, but there has been a dramatic shift from traditional live radio to listening when you want, to what you yourself choose – on podcasts, audiobooks and other streaming services.
Swedes listen to approximately 100 minutes per day of audio media, a figure that has been at the same level in recent years. But the proportion that listens to podcasts and digital music has increased from 40 to 55 percent in three years, according to Mediavision's analysis of the Swedish audio market for the second quarter of 2025.
The listening time share for live radio is today lower than ever, for the first time below 35 percent.
Converted to listening time, digital music and podcasts have increased by 20 minutes per person and day, while a Swede on average listens 15 minutes less to radio per day, compared to 2022.
It is the young people who have made the major shift to podcasts, notes Mediavision.
