Swedes’ listening habits reflect both continuity and change. Older listeners remain loyal to traditional radio and car radio, while younger generations primarily turn to digital formats such as podcasts and music streaming. Geography also plays a role – in urban areas, digital habits are far more common. This is shown in a new report based on data from the Media Barometer survey, conducted by Nordicom.
“We see how digitalisation is creating an increasingly fragmented but also functional audio landscape. It’s not just about technology, but also about the kind of content that listeners are seeking”, says Karin Hellingwerf, media analyst at Nordicom and author of the report.
Platforms in interplay
The report shows that different audio platforms often complement one another. Listeners of speech-based channels such as Sveriges Radio P1 and P2 tend to combine traditional radio with podcasts or web radio, while P3 listeners are more likely to link music-oriented radio with digital music streaming.
Commercial radio, however, shows a somewhat different pattern. These listeners often combine commercial radio with car radio and streaming services, but less frequently with traditional radio. This suggests that their choices are driven more by music preferences than by platform loyalty.
Audiobooks stand out
Audiobook listening, on the other hand, shows weak connections to other audio media. According to the report, audiobooks tend to be a distinct activity, often tied to travel or moments of focused listening.
“Our results show that the consumption of audio is not random. It is shaped by individual needs, habits, and life situations – and in turn, different listening cultures emerge across generations”, Hellingwerf continues.
The report is based on data from Swedes aged 9 to 85, highlighting both long-term trends and group differences.
The report Mediebarometern 2024: Tema ljudmedier is written by Karin Hellingwerf and based on data from the Media Barometer survey 2024.
