Audiobooks and podcasts have taken the number of digital media subscriptions in the Nordic region to record levels.
According to the Stockholm-based consultancy Mediavision, the average Nordic household now holds an average 2.6 digital media subscriptions. The number, which also includes video subscriptions is 20% higher than it was a year ago.
“Despite the looming threat of a recession, the Nordic appetite for digital media subscriptions continues to grow,” says Natalia Borelius, senior analyst, Mediavision. “This is of course partly explained by the ongoing transformation to digital. But we also see that digital media spurs an increasing interest for paid media in general.”
Audio subscriptions, which include both audiobooks and podcasts, have now passed one subscription per household for the first time. Paid music subscriptions have been stable in recent years with an average Nordic household penetration of 45%. Despite a substantial increase in stacking, Nordic households’ digital media spending has increased by just 3% compared to the same period last year.