Mediavision: Limited impact from Spotify on audiobook listening in Sweden

Q1 2026 marks the first full quarter in which Spotify offers audiobooks to premium subscribers in Sweden. However, the impact on the number of audiobook listeners is so far limited. Of the 1.2 million people who listen to audiobooks on an average day in Sweden in Q1, Spotify adds just under 70,000 listeners. This is presented in Mediavision’s latest analysis of the Swedish audio market.

15 percent of Sweden’s population aged 15–74, corresponding to 1.2 million people, listen to audiobooks on an average day during the first quarter of the year. Of these, just under 70,000 listen exclusively via Spotify, indicating that the service’s contribution to daily reach is still limited.

Spotify’s much-discussed entry into the audiobook market has not yet had any major impact on the total number of listeners, says Fredrik Liljeqvist, Principal Analyst at Mediavision. Most people who listen to audiobooks via Spotify also use other services, suggesting that many are trying it out while keeping their existing audiobook subscriptions.

Looking at all listening on Spotify, music still dominates, accounting for just over 75 percent of total listening time on the service. Audiobook listening represents just under five percent in Q1. At the same time, the number of households with access to a paid audiobook service nearly doubled when Spotify launched audiobooks for premium subscribers by the end of 2025.

The launch of audiobooks on Spotify represents a shift in the market, even if the immediate effects on listening have been limited so far. As awareness grows and user behaviors evolves, there is potential for both increased competition and a stronger audiobook segment.