Research: In Finland, podcast listening takes time away from other media consumption

A research conducted by Norstat, on behalf of Podimo, in the spring examined the podcast listening market in Finland. According to the study, podcasts are displacing other forms of media consumption, particularly traditional electronic media. Of the respondents, 37% reported that podcast listening significantly or moderately reduces their radio listening time, while 23% said the same for television viewing.

Johannes Saukko, the Country Manager at Podimo, explained, "Podcast listening in Finland is on the rise, as is the willingness to pay for podcasts. The engagement with podcasts is high, and the time spent on them naturally comes at the expense of other activities. However, podcasts can also be enjoyed in situations where visual content consumption is not feasible, providing listeners with additional opportunities and enhancing their engagement with podcasts.”

Podcasts are predominantly consumed on the go, although many people also listen to them at home. Saukko added, "Tasks like cleaning and other household chores become much more appealing when combined with consuming interesting content.”

Podimo, the podcast and audiobook service that launched in Finland in August last year, has established a strong position in the country this spring. The research indicates that Podimo has caught up with its competitors in terms of subscriber numbers as of February this year.

“Our growth has remained strong even after the data collection for the study, and our subscriber numbers are now over 40% higher than at the beginning of the year. While we won’t disclose the exact figures, we are extremely pleased with the development of the Finnish market. We have successfully brought together excellent podcast series in one place for our listeners. Of course, we owe thanks to our fantastic podcasters,” concluded Saukko.

The research also revealed the following findings:

• Currently, 16% of podcast listeners subscribe to one or more paid podcast services. 18% have previously subscribed to a paid podcast service but are not currently subscribed.
• The most popular podcast genres among listeners are True Crime (43%), Comedy (33%), and News and Current Affairs (29%).
• 46% of podcast listeners also listen to audiobooks on a monthly basis or more.

The target group for the research comprised nationally representative Finnish individuals aged 15-64. Interviews were conducted through Norstat Finland’s national consumer panel, with data collection taking place from February 12 to February 17, 2023. The study involved a total of 1,063 respondents.

Participation in the study required respondents to listen to podcasts at least once a month. The study was commissioned by Podimo Finland and conducted by Norstat Finland Oy. The survey form was designed by Podimo Finland Oy.

Podimo is a monthly subscription-based podcast and audiobook service that offers a wide selection of exclusive podcasts and Finnish-language audiobooks at an affordable monthly price. Podimo features the best selection of true crime podcasts and entertainment, such as “Murha Joka Tapahtui” (A Murder That Happened), “Gaala” (Gala), “Selvin Päin” (Sober), or “Kerhotalo” (Clubhouse), as well as podcasts from popular entertainers like Aki Linnanahde, Sointu Borg, Janni Hussi, and Sara Parikka.

As the fastest-growing podcast and audiobook subscription service in Europe, Podimo is currently available in Finland, Denmark, Norway, Germany, Spain, the Netherlands, and Mexico. It can be accessed by iOS and Android users, iPad and CarPlay users, as well as on the web.