Advertising investments in Swedish podcasts have increased sharply in recent years. Sales continued to increase by SEK 64 million in 2022.
Report predicts that this figure will grow in 2023, despite the recession. "I'm becoming a real Wolf of Wall Street salesman," says podcast personality Fredrik Söderholm, who makes Gott Snack. The podcast format stands out from traditional media where advertising investments are predicted to decrease in the coming years. The Institute for Advertising and Media Statistics predicts that advertising purchases in podcasts will continue to grow.