Talking About Audio: Analysing Book Industry Trade Talk on Audiobooks and Streaming in Sweden and Norway

Streaming services are creating significant shifts in Scandinavia, with audiobooks distributed through subscription-based services accounting for about a quarter of sales in the Swedish and Norwegian book markets. In this study we ask: What are the common and diverging themes of trade talk on audiobooks and streaming services in Sweden and Norway? Our findings indicate that trade talk in the two countries differs distinctively. The differences suggest that discussions over audiobooks and streaming form two quite distinct discourses: A business and innovation discourse which is dominant in Sweden and a cultural policy discourse which is dominant in Norway.