Can national commercial radio survive in the new media landscape?
Linear radio (FM and DAB) continues to decline and has a reach of 5,176,000 listeners per day in 2024, in the target group 12–79 years old, according to Kantar Sifo. Ten years ago, radio had 5,275,000 daily listeners with a reach of 68 percent. Since then, Sweden's population has increased by 7.5 percent.
The two oligopolies for commercial radio has declined the most and the 10 year downward trend continues. A decisive factor is competition from public broadcaster Sveriges Radio, which now has a market share of 78.8% compared to commercial radio's 21.2%. The increasing listening to streaming audio media such as Spotify and podcasts is also important. Read more about this and our analysis: