瑞典图书市场前景及投资研究报告-培训课件外文版2024.5

INDUSTRIES

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MARKETSBookmarketinSwedenCHAPTER

01BooksalesNumberofbookssoldinSwedenfrom2009to2022(inmillions)NumberofbookssoldinSweden2009-20222521.3521.2420.7920.2419.8519.8119.5619.2819.2619.36201510519.0717.3617.1616.470200920102011201220132014201520162017201820192020202120223Description:In2022,19.36millionbooksweresoldinSweden,downfromthe20.79millionsalesrecordedin2021.Althoughsalesfluctuatedslightlyinrecentyears,salesfigureshavegenerallyimprovedsince2014,whentheydroppedtoalowofnearly16.5millionbooks.ReadmoreNote(s):Sweden;membersoftheSwedishPublishers'AssociationSource(s):SvenskaFörläggareföreningenNumberofbookssoldinSwedenin2022,bygenre(in1,000s)NumberofbookssoldinSweden2022,bygenreNumberofbookssoldinthousands01,0002,0003,0004,0005,0006,0007,0006,8008,000Children'sandyouthbooksFiction4,431CrimeandsuspenseHumanities3,8132,3762,238PopularscientificliteratureForeignnon-fictionForeignfiction1,4441,158Non-fiction892772FoodandbeverageForeignunknowngenreForeignchildren'sandyouthbooksUnknowngenre532427434Description:In2022,around6.8millionchildrenandyouthbooksweresoldinSweden,aswellas4.43millionbooksinthefictioncategory.Combined,thelattertwocategories,alongwithcrimeandsuspense,accountedforthemajorityofallbookssoldinSwedenin2022.ReadmoreNote(s):Sweden;2022Source(s):SvenskaBokhandlareföreningen;SvenskaFörläggareföreningenNumberoffictionbookssoldinSwedenfrom2009to2022(inmillions)NumberoffictionbookssoldinSweden2009-20221412.7212.4311.551210811.4410.9510.8910.9510.8810.7110.1910.1210.2310.079.076420200920102011201220132014201520162017201820192020202120225Description:ThenumberoffictionbooksalesinSwedenreach12.72millionin2022,slightlyupfrom12.43millioninthepreviousyear.Whilstthenumberoffictionbookssoldtendstofluctuateeachyearandrarelysurpasses11million,thefigurehasnotdippedbelowtenmillionsince2014.However,2022markedthesecondyearinarow,whenfictionbookssalesintheScandinaviancountrysurpassed12million.ReadmoreNote(s):Sweden;2009to2022;membersoftheSwedishPublishers'AssociationSource(s):SvenskaFörläggareföreningenNumberofchildren'sandyouthbookssoldinSwedenfrom2009to2022(inmillions)Numberofchildren'sandyouthbookssoldinSweden2009-20226.04.85.04.03.02.01.00.04.14.14.013.853.693.633.653.473.313.173.163.073.01200920102011201220132014201520162017201820192020202120226Description:In2022,3.16millionchildren'sandyouthbooksweresoldinSweden,downfromjustoverfourmillioninthepreviousyear.Inrecentyears,salesofchildren'sandyouthbooksfluctuatedintheScandinaviancountry,yet,thismarksthelowestnumberofsoldbooksinthiscategorysince2014.ReadmoreNote(s):Sweden;2009to2022;membersoftheSwedishPublishers'AssociationSource(s):SvenskaFörläggareföreningenAveragebookpriceinSwedenfrom2018to2021,byformat(inSEK)AveragebookpriceinSweden2018-2021,byformatBookpriceinSEK2021202080201920181000204060120140160180200180ForeigneditionsOtherprintformattypesPhysicalaudiobooksHardback18711612616416415914914516680138150146144141138134Total858888Digitalaudiobooks*Unknown8888383734864178E-books72404463Paperback6164627Description:In2021,theaveragepriceofahardbackbookinSwedenwas150SEK,upslightlyfromthepreviousyear.Meanwhile,theaveragepriceofforeigneditionsandphysicalaudiobooksfellduringthesameperiod.

ReadmoreNote(s):Sweden;2018to2021Source(s):SvenskaBokhandlareföreningen;SvenskaFörläggareföreningenCHAPTER

02PublishersalesrevenueSalesrevenueofbookpublishersinSwedenfrom2009to2022(inmillionSEK)SalesrevenueofbookpublishersinSwedenfrom2009-20222,5002,0982,025.12,011.21,973.11,955.31,939.32,0001,5001,0005001,863.91,859.91,794.21,7841,801.81,786.71,721.61,730.50200920102011201220132014201520162017201820192020202120229Description:In2022,thesalesrevenueofbookpublishersinSwedenamountedtomorethantwobillionSwedishkronor,markingadecreasefromthe2.098billionrecordedinthepreviousyear.ThevalueoftheSwedishbookpublishingindustryhasfluctuatedoverthelasttenyears.ReadmoreNote(s):Sweden;2009to2022;membersoftheSwedishPublishers'Association;excl.VATSource(s):SvenskaFörläggareföreningenSalesrevenueofbookpublishersinSwedenfrom2018to2022,bydistributionchannel(inmillionSEK)SalesrevenueofbookpublishersinSweden2018-2022,bydistributionchannelSalesrevenueinmillionSEK202210020212020200201930020180400500600700800726.1688.1DigitalresellerBookstores605.8520.8430.7418.2425.2384.5439.4478475.7552.3540.6Internetbookstore410.8440.8162.3177.2157.9172.7Wholesale*anddepartmentstoreDirectsaletocompaniesandinstitutionsBookclubs215.699.6133.7122.869.680.980.478.280.8Otherreseller35.946.641.9Directsaletoconsumer**Swedishbooks,partcirculationinforeignlanguage33.230.730.322.718.617.526.92310Description:Swedishbookpublishersgeneratedsalesrevenuefromdigitalresellersofroughly726.1millionSwedishkronorin2022,upfrom688.1millioninthepreviousyear.Meanwhile,revenuefromphysicalbookstoresstoodat418.2millionkronorin2022,aslightdropinrevenuefromthe425.2millionkronorin2021.ReadmoreNote(s):Sweden;2018to2022;membersoftheSwedishPublishers'Association;excl.VAT;*includingsaletolibraries.**excl.salefrompublicbookclubs.missingfiguresfor2021werenotprovidedseparately,butthesourcenotedthatthetotal[...]

ReadmoreSource(s):SvenskaFörläggareföreningenPublishersalesrevenuefrome-booksinSwedenfrom2010to2022(inmillionSEK)Publishersalesrevenuefrome-booksinSwedenfrom2010-202210090807060504090.788.284.769.759.552.743.142.434.130.2302010017.57.33.3201020112012201320142015201620172018201920202021202211Description:Thepublishersalesrevenuefrome-booksinSwedenhassteadilyincreasedinrecentyears,hitting90.7millionSwedishkronorin2021.Althoughpublishersalesrevenuederivedfrome-booksamountedtojust3.3millionkronorin2010,by2014thefigurewasmorethantentimeshigherat34.1million,showingimpressivegrowth.However,2022marksthefirstyearwhenthesalesrevenueinthiscategorydecreasedcomparedtothepreviousyears,standingat84.7millionSwedishkronor.

ReadmoreNote(s):Sweden;2010to2022;excl.VAT;incl.membercompaniesofSvenskaFörläggareföreningenSource(s):SvenskaFörläggareföreningenPublishersalesrevenuefromfictionbooksinSwedenin2022,byformat(inmillionSEK)PublishersalesrevenuefromfictionbooksinSweden2022,byformat600523.4500400299.83002001000141.262.1AudiobooksHardbackPaperbackE-books12Description:BookpublishersinSwedengeneratedsalesrevenueof299.8millionSwedishkronorfromfictionhardbackbooksin2022,alongwith141.2millionkronorfrompaperbacks.However,themostrevenuewasderivedfromaudiobooks,whichhavegrowninpopularityandbecomeamajorpartoftheSwedishbookmarketinrecentyears.ReadmoreNote(s):Sweden;2022;membersoftheSwedishPublishers'Association;excl.VATSource(s):SvenskaFörläggareföreningenPublishersalesrevenuefromnon-fictionbooksinSwedenin2022,byformat(inmillionSEK)Salesrevenuefromnon-fictionbooksinSwedenin2022,byformat600488.150040030020010005722.810.9HardbackAudiobooksPaperbackE-books13Description:BookpublishersinSwedengeneratedsalesrevenueof488.1millionSwedishkronorfromnon-fictionhardbackbooksin2022.Hardbacksconsistentlymakeupthemajorityofrevenuefromnon-fictionbooks,followedbyaudiobooks.

ReadmoreNote(s):2022;membersoftheSwedishPublishers'Association;excl.VATSource(s):SvenskaFörläggareföreningenPublishersalesrevenuefromchildren'sandyouthbooksinSwedenin2022,byformat(inmillionSEK)Salesrevenuefromchildren'sandyouthbooksinSwedenin2022,byformat35030025020015010050332.465.111.680HardbackAudiobooksE-booksPaperback14Description:BookpublishersinSwedengeneratedsalesrevenueof332.4millionSwedishkronorfromchildren'sandyouthhardbackbooksin2022,downfrom368.6millioninthepreviousyear.Meanwhile,morethan65millionkronorwasderivedfromaudiobooksinthechildren'scategory.ReadmoreNote(s):Sweden;2022;membersoftheSwedishPublishers'Association;excl.VATSource(s):SvenskaFörläggareföreningenCHAPTER

03ConsumptionShareofindividualswhohavereadbooksdailyinSwedenfrom2009to2022DailybookconsumptioninSweden2009-202260%50%40%48%45%45%43%39%36%36%36%36%36%36%35%34%34%30%20%10%0%2009201020112012201320142015201620172018201920202021202216Description:TheshareofpeoplereadingbookseachdayinSwedenincreasedby15percentagepointsinthelastfiveyears,andreached48percentin2022.Childrenandyouthsagedbetweennineand14yearsoldarethemostlikelygrouptoreadbooksonadailybasis,followedbyolderadultsaged65to85yearsold.ReadmoreNote(s):Sweden;2009to2022;6,660*;9-85years;includesprintedbooks,audiobooks,ande-books;*Refersto2022.Thenumberofrespondentsmaydifferforpreviousyears.Figuresforyears2009to2020werepreviouslypublishedbythesource.

ReadmoreSource(s):NORDICOM;OrigoShareofindividualswhohavereadbooksdailyinSwedenin2022,byagegroupDailybookconsumptioninSweden2022,byagegroup60%50%51%46%46%45%40%30%20%10%0%15-2425-4445-6465-8617Description:In2022,themostcommonageofbookreadersinSwedenwas65to85years,with51percentofthemreportingreadingbooksonadailybasis.Bycontrast,45percentofthoseaged15to24yearsolddidthesame.

ReadmoreNote(s):Sweden;2022;6,660respondents;9-85years;includesprintedbooks,audiobooks,ande-booksSource(s):NORDICOM;OrigoShareofpeoplereadingbookseveryweekduringtheirsparetimeinSwedenfrom2008to2021WeeklybookreadersinSweden2008-202145%39.9%39%38.7%40%35%30%25%20%15%10%5%37%33.6%31.5%0%2008-20092010-20112012-20132014-20152018-2019202118Description:In2021,31.5percentofSwedessaidthattheyreadbooksevertweekduringtheirsparetimeinthelast12months.Inpreviousyearsthefigurehadbeenconsistentlyabove33percentandwascloseto40percentadecadeearlier.

ReadmoreNote(s):Sweden;2008to2021;between12,000and13,000respondents;16yearsandolder;duringthelast12monthsSource(s):StatisticsSwedenShareofpeoplereadingbookseveryweekduringtheirsparetimeinSwedenin2018/2019and2021,byagegroupWeeklybookreadersinSweden2018-2021,byagegroup2018-2019202150%45%40%35%30%25%20%15%10%5%42.9%42.4%42.1%37.3%37.4%35.5%34.2%33.9%33.3%32%31.1%29.9%29.4%27.6%25%24.1%0%16-24year-olds25-34year-olds35-44year-olds45-54year-olds55-64year-olds65-74year-olds75-84year-olds

85yearsandolder19Description:In2021,24.1percentofSwedesagedbetween16and24yearsoldreportedhavingreadbooksonaweeklybasisinthelasttwelvemonths,downfromover37percentinbetween2018and2019.Bookreadersinthisagebracketwerepreviouslyamongthemostlikelytoreadregularly,butinthe2021surveyweretheleastlikelytodoso,withadultsaged85andaboverankingfirstinthisregardwith37.4percentreadingweeklyintheirsparetime.ReadmoreNote(s):Sweden;2018/2019and2021;between12,000and13,000respondents;16yearsandolder;duringthelast12monthsSource(s):StatisticsSwedenFrequencyofreadinge-booksonlineinSwedenasofFebruary2022E-bookreadingfrequencyonlineinSweden202214%12%12%10%8%6%5%4%3%2%0%DailyWeeklyAtleastonceinthelast12months20Description:AsurveyconductedinSwedenbetweenJanauryandFebruary2022revealedthatfivepercentofpeopleagedeightyearsoldorabovereade-booksonaweeklybasis,whereasthreepercentreadthemdaily.Morerespondentshadreade-booksatleastonceinthelastyear,with12percentsayingthattheyhaddoneso.ReadmoreNote(s):Sweden;JanuarytoFebruary2022;3,786respondents;8yearsandolder;internetusersSource(s):Internetstiftelsen;NovusShareofindividualswhohaveusedaudiobooksdailyinSwedenfrom2011to2022DailyaudiobookreadersinSweden2011-202216%14%12%10%8%14%13%12%10%6%6%5%4%4%4%4%3%3%3%2%0%20112012201320142015201620172018201920202021202221Description:Accordingtoasurveyconductedin2022,atotalof14percentofSwedesagedbetweennineand85yearsoldlistenedtoaudiobooksdaily.Comparedtothepreviousyear,thisisanincreaseofonepercentagepoint,andismorethandoublethefigurerecordedin2018.ReadmoreNote(s):Sweden;2011to2022;6,660*;9-85years;*Refersto2022.Thenumberofrespondentsmaydifferinpreviousyears.Somefigureswerepreviouslypublishedbythesource.

ReadmoreSource(s):NORDICOM;OrigoCHAPTER

04ProductionandpublishingNumberofnewbooktitlesandeditionspublishedinSwedenfrom2009to2022NumberofnewbooktitlesandeditionspublishedinSweden2009-20229,0008,0007,0006,0008,1188,0427,7407,4497,4757,3265,9415,3364,9654,9574,7375,0004,0003,0002,0001,00004,3014,0744,0102009201020112012201320142015201620172018201920202021202223Description:In2022,over7.4thousandnewbooktitlesandeditionswerepublishedinSweden,downfromaround8.1thousandinthepreviousyear.Thismarksthefirstdecreaseofannualnewreleasesinrecentyears,asthenumbershadbeengrowingyearafteryearfrom2013upto2021.ReadmoreNote(s):Sweden;2009to2022;includesonlyreleasesoftheSwedishPublishers'Association'smembers;incl.printed,audioanddigitalbookswithnewISBNSource(s):SvenskaFörläggareföreningenNumberofnewbooktitlespublishedinSwedenfrom2011to2022,bycategoryNumberofbooktitlespublishedinSwedenfrom2011-2022,bycategoryFictionbooksNon-fictionsbooksChildren'sandyouthbooks4,5004,0003,5003,0002,5002,0001,5001,000500020112012201320142015201620172018201920202021202224Description:In2022,nearly1.9thousandnewnon-fictionbooksandeditionswerepublishedinSweden,alongwith3.83thousandnewfictionbooks.Fictiongenerallymakesupthemajorityofnewpublications,andthenumberofnewbooksinthiscategoryhasgenerallybeengrowingovertheyears,whereastheannualnumberofnewnon-fictionbooksdecreasedinrecentyears.Comparedtothepreviousyear,newpublicationsforchildren'sandyouthbooksexperiencedthebiggestdecreasein2022,[...]

ReadmoreNote(s):Sweden;2011to2022;newbooksandneweditionsofpreviouspublicationsSource(s):SvenskaFörläggareföreningenNumberofnewe-booktitlespublishedinSwedenfrom2010to2022,bycategoryNumberofnewe-booktitlespublishedinSweden2010-2022,bycategoryFictione-booksNon-fictione-booksChildren'sandyouthe-books2,5002,0001,5001,0005000201020112012201320142015201620172018201920202021202225Description:In2022,1144fictione-bookswerepublishedinSweden,upfrom952inthepreviousyear.Meanwhile,lesse-bookswerepublishedinthenon-fictioncategorydroppingfrom530releasedtitlesin2021to420titlesin2022.Likewise,e-bookreleasesinthechildren'sandyouthcategorydecreased,as547titleswerepublishedin2022,comparedto723in2021.ReadmoreNote(s):Sweden;2010to2022Source(s):SvenskaFörläggareföreningenNumberofnewfictionbooktitlesandeditionspublishedinSwedenin2022,byformatNewfictionbooktitlesandeditionspublishedinSweden2022,byformat1,4001,2001,00080060040020001,1441,0941,064529E-bookAudiobookHardbackPaperback26Description:Atotalof1064newfictionhardbacktitlesandeditionswerepublishedinSwedenin2022,alongwith1094audiobooks.However,themajorityofnewfictionbooktitleswerereleasedine-bookformat(1144),followedbyaudiobooks.

ReadmoreNote(s):Sweden;2022;membersoftheSwedishPublishers'AssociationSource(s):SvenskaFörläggareföreningenNumberofchildren'sandyouthbooktitlespublishedinSwedenin2022,bypublisherChildren'sandyouthbooktitlespublishedinSweden2022,bypubl