No Comment - Norwegians & Audiobooks | Syno

Nowadays, audiobooks offer a unique way to consume stories, learn something new, or simply unwind - all without needing to sit down and read. But how many Norwegians are actually pressing play, and what are their listening habits?

According to our latest Answers Omnibus survey in Norway, women are more likely to listen to audiobooks than men - 30.5% of women do so at least a few times per month, compared to 20.3% of men. The most active listeners are adults aged 25–44, with around 36% listening at least monthly. Interestingly, daily listening peaks among those aged 45–54 (9.8%), while the oldest age group (75–80) shows the least interest, 96% rarely or never listen.

Among all males, those aged 25–34 are the most engaged listeners (34.1%), whereas women aged 35–44 lead with 40.9%. Access habits are consistent across all groups, with the majority using subscription services (27.3%) or free platforms (24.9%).

Where and when people listen also paints an interesting picture. Norwegians most often tune in while doing chores at home (19%), walking or exercising (16%), or commuting (15.9%). Gender makes a difference - 25.4% of women listen during chores, while only 12.8% of men do. Middle-aged men (45–54) are more likely to listen during commutes (21.3%), whereas women in the same age group again prefer housework as their listening time (27.4%).

Fiction tops the list of favorite genres (26.3%), closely followed by podcasts and audio documentaries (25.9%). Gender-based preferences emerge in other categories - non-fiction is more popular among men (12.2%), while women lean toward self-help and personal development titles (15%).

When it comes to choosing what to listen to, Norwegians prioritize the story or topic (31.8%) and the narrator’s voice (24.3%). Only 7.7% care most about the audiobook’s length. Price sensitivity is most pronounced among 35–44-year-olds, especially women - 29.5% consider price an important factor, compared to 15.4% of men in the same group.

While audiobooks are popular, most Norwegians still prefer printed or e-books. Only 2.8% listen to audiobooks exclusively. In fact, 45.9% of women and 35.7% of men either prefer reading or only read, not listen. That said, men aged 25–34 (24.2%) and women aged 35–44 (28.4%) are more likely to choose audiobooks over traditional reading.

Why do Norwegians turn to audiobooks? The leading reason is the ability to multitask (30.3%), followed by convenience (16.7%). Younger listeners (18–44) and women especially value the flexibility audiobooks offer - 35.7% of women mentioned multitasking as the main benefit.

Syno International conducted the survey through its Answers Omnibus from April 17th through April 23rd, 2025. The data was collected through online panels using a nationally representative sample of Norwegians aged 18 to 80, balanced by gender and region.

No Comment is an initiative from Syno to share data from consumers' views on relevant topics. Do you have any questions you would like to ask? Do not hesitate to reach out to us at Syno!