Spotify is the first choice for Nordic podcast listeners according to a report from Nordic media analysts, Mediavision. Approximately 3 million people in the Nordic region (Denmark, Finland, Norway and Sweden), or 15%, of the 15–74-year-olds listen to podcasts an average day. Spotify and Apple are the two main actors on the Nordic market, with Spotify taking a significant lead.
Among those who listen to podcasts an average day, 37% choose to listen via Spotify while 20% choose to listen via Apple Podcasts. Public Service broadcasting (YLE, DR, NRK and SR) is the third most popular platform for podcast listening in the Nordics.
At the end of Q1 2021, Spotify had more than 2.6 million podcasts on their platform – up about 400% from last quarter. Earlier this month Spotify announced plans to launch a ‘paid podcast platform’, which allows podcasters to mark select episodes as subscriber-only content, then publish them to Spotify and other platforms via Spotify’s podcast creation tool Anchor. Spotify will not charge podcasters, but 100% of the earnings will go to the creator. For the time being, this deal is only available to creators in the US, but with the aim is to expand internationally in the months ahead.
