The year of the ear - how the podcast industry has blossomed and what we’ll listen to in the future

Sweden is really at the forefront of the development of the podcast industry, with the podcast service Acast being one of several examples of key players taking big steps. On June 17, the company was listed on the stock exchange at a valuation of almost SEK 7 billion and was called "the Swedish podcast wonder" by Svd.

Recent figures show that more than half of all Swedes aged 18-79 regularly listen to podcasts, i.e. at least once a month. And more than one in three listens every week. The number of people who listen once a week has increased by 12 percent in the last year alone. The pandemic has also affected podcast consumption in Sweden where 1 in 3 Swedes state that they listen more to podcasts today than before the pandemic. *

So, what is behind this huge interest? What underlying factors make us in Sweden both listen to and produce world-class podcasts and what lessons can we learn from the past year where listening has increased further? We had a chat with Marcus Bjerkeryd at Acast to find out more!

*From Kantar Sifo’s study Poddsverige assigned by Spotify.

Hi Marcus Bjerkeryd, Key Account Manager at Acast! Tell us briefly about yourself and what you do at Acast?

Hey! I grew up and I live in Stockholm, Kungsholmen more precisely, where in addition to working with podcasts I hang out a lot with my partner Johanna and our cocker-spaniel girl Stella. We like walking and hanging out at wine bars!

At Acast, I have the privilege of working with different types of commercial collaborations in all our podcasts. We work with some of Sweden's biggest and best podcasts so it's really a luxury to work with what I do. It's incredibly varied and we have podcasts in every possible genre you can think of, so I usually say there's something for everyone! Both advertisers and listeners.

Podcast listening has increased in the last year, can you see any trends in what we have chosen to consume?

Yes absolutely, the pandemic has had an effect on what kinds of podcasts we choose to consume as well as how we consume them. The categories we have seen increase the most are Society & Culture, News & Politics and Entertainment & Comedy.

What do you think the increased listening is due to?

We want to learn more, stay up to date on what is happening in the outside world when we have been more and more trapped at home and at the same time we have needed a little "escape from reality" with something easy and fun. Therefore, I believe that precisely these categories have increased the most. So, as I said, it feels like a mix of what we have needed during these uncertain times.

Why do you think Sweden is at the forefront of both listening and creating podcasts? What's the secret?

I would say that we Swedes are "early-adopters" in general when it comes to media behaviors where podcasting has grown immensely in recent years. But a big part of it is probably connected to the free infrastructure (for the most part) for podcasts in Sweden. I.e. it's easy for listeners to access content without having to pay anything. The fact that a lot of content is created is also largely due to the fact that many people have realized that it is possible to make money from their podcasting, where you can combine an interest or expertise with actually making money. Then we should not forget to mention that we have so many fantastic creators in Sweden who are good at creating content, and more of them are emerging constantly.

If you try to look into the future - what do you think is the next step for the podcast industry?

I think that in terms of content we will see more documentary formats that provide insights into industries / topics that we normally do not have a good grasp of. In addition to that, I strongly believe that more "fiction" will be created in the form of longer drama-like series.

What are your best tips for partnering up with a podcast as an advertiser?

One recommendation is to really find podcasts you like that can become your ambassadors. We see such great results when podcasters find brands they love and want to work with over a long period of time. They have an absolutely fantastic relationship with the listeners who loyally listen in every week. Otherwise, it is important that everything you do in the podcast is adapted to the medium and how it is consumed. I.e. try not to take up too much space, but adapt to the fact that the majority of listeners are in their own little bubble with their headphones. You should be there to contribute to the experience, not disturb it. I strongly believe in that in order to succeed in podcasts as an advertiser!