We take heed to 100 minutes of audio media on common, per day. That is concluded by Mediavision in its second-quarter evaluation of the Swedish audio market. The evaluation covers reside radio, audiobooks, streamed music, and podcasts. The shift from reside radio to numerous varieties of on-demand companies continues, though the general listening time stays steady.
The second-quarter evaluation of the Swedish audio market reveals that each day listening time is steady in comparison with the identical interval final yr. The entire listening time quantities to 100 minutes on a mean day, masking each radio and digital audio (audiobooks, music, and podcasts on demand). It’s evident that our listening habits remains to be altering, because the “on demand” share of audio companies is growing.
Over time, our listening has shifted extra in the direction of streamed music and podcasts. Within the second quarter, music companies and podcasters collectively account for greater than half of all listening.
Streamed music and podcasts proceed to develop. It’s a improvement that appear like what we see on TV, feedback Fredrik Liljeqvist, senior analyst at Mediavision. Spotify has a really robust place within the Swedish market, however the previous yr has seen vital progress for different gamers.
Relating to podcasts, an growing share of listening is focused on these world companies, though the content material is principally created by others, resembling radio operators, or podcast corporations. Spotify is the biggest audio service in Sweden, each by way of subscribers and listening, however competitors has positively elevated.
Whereas reside radio maintains steady in each day attain, it’s shedding shares of complete listening time to digital companies, which proceed to develop. In different phrases, the gradual shift in the direction of digital and on-demand listening continues.
In comparison with TV, nonetheless, reside radio has managed to carry up higher. For a lot of, radio is a central media channel, mirrored in additional steady listening figures, Liljeqvist notes. There are a number of causes for this, together with radio’s simple accessibility and the truth that it’s utterly freed from cost.
About Mediavision
Mediavision is a Nordic unbiased evaluation and consultancy agency, targeted on evaluation and technique inside conventional and digital media. 6,700 respondents between the ages of 15 and 74 are surveyed biannually within the Nordics. The information from the survey consists of self-assessed values from a nationally consultant pattern.
