Nordic audiobook subscriptions will increase in 2022 according to Mediavision, the Nordic independent analysis and consultancy firm. Their analysis based on a survey of stakeholders in the Nordic media industry is published in their Mediavision Industry Outlook 2022. The surveys covered all sections of the media industry including video, audio and print but the main takeaways for audio are:
- The industry expects diminishing growth for household spend on audio
About half of all respondents believe that household spend on audio book subscriptions and podcasts will increase in 2022. However, it is still less than last year. Mediavision concluded that in 2021, more than 100 000 new audiobook subscriptions were added on the Swedish market – and growth was recorded in all Nordic markets. - Paid podcast services are yet to gain a strong foothold in the Nordics, the largest pan-Nordic player is Patreon which attained a 3% household penetration in Fall 2021. Investments in the podcast area were heavy in 2021 and it seems this trend will prevail – both Apple and Spotify have introduced new tools for podcasters to monetize content.
- About a quarter (27%) of the respondents believe that household spend on music will increase, which is less than last year (40%). Spotify is the undisputed market leader, with other global services as main challengers – but Denmark constitutes a special case as local actor Yousee Music is its prime competitor.
Copies can be obtained from Mediavision via their website.
