At the end of 2025, Spotify launched audiobooks on its platform, doubling the availability of audiobooks for Swedish households. You would think that this would have meant an increase in listening, but it has remained at around 15 percent since the launch.
It is a clear sign of a market where competition is increasingly about winning listeners' time and loyalty, rather than making audiobooks accessible, says Fredrik Liljeqvist, Head of Analysis at Mediavision.
He believes that the audiobook market is undergoing an important shift.
