Schibsted’s Audio Powerhouse: Podme & Svenska Dagbladet Win Big at Swedish Podcast Awards
Stockholm, Sweden – October 22, 2025 – In a resounding victory for audio journalism, Schibsted’s podcast platform Podme and its newspaper Svenska Dagbladet (SvD) collectively dominated the prestigious Guldörat awards, Sweden’s equivalent of the Podcast Oscars. The wins underscore a significant shift in media consumption and Schibsted’s strategic investment in sound as a core component of its storytelling approach. This is breaking news for the media landscape, signaling a future where audio isn’t just an add-on, but a central pillar of news delivery.
Podme’s Winning Streak: From Upstart to Industry Leader
Podme, Schibsted’s premium podcast platform, secured an impressive four wins out of six nominations. The platform’s success was particularly notable with “Between Heaven and Earth with JLC,” hosted by Lucas Simonsson, taking home both Podcast of the Year (an audience-voted award) and Podcast Presenter of the Year. This double win is a powerful testament to the show’s resonance with listeners and the quality of Podme’s content. “We’re no longer an upstart,” declared Moa Soltanian Magnusson, Head of Content at Podme, “but a player to be reckoned with.”
Adding to Podme’s triumph, “The Legal Cases: Jeanette’s acquitted killer was convicted again,” featuring legal expert Jens Lapidus, was named People’s Education Podcast of the Year. The innovative format of “The Nightmare Alex Reed,” where hosts Alex Schulman and Sigge Eklund confront individuals they previously criticized, earned the show Breakthrough of the Year, praised by the jury for its bravery and willingness to tackle uncomfortable truths. This win demonstrates a growing appetite for podcasts that push boundaries and engage in honest, sometimes difficult, conversations.
Svenska Dagbladet’s Investigative Depth: Documentary of the Year
Svenska Dagbladet wasn’t left behind, with its documentary podcast “Blenda: The man with the revolver” winning Documentary of the Year – one of Guldörat’s most prestigious awards. The series, lauded for its in-depth investigation into the infamous Palme assassination case, exemplifies SvD’s commitment to narrative journalism and high-quality sound production. Editor-in-chief Erik Hedtjärn emphasized that the award “shows that our focus on narrative journalism and sound quality is really appreciated.”
SvD’s success builds on recent investments in audio storytelling, including previous nominees like “Dazzle,” “The Savior,” and “The Mother Paradox.” The newspaper is actively leveraging podcasts to reach new audiences, particularly younger listeners and subscribers who are discovering the brand through audio content. This strategy is a prime example of how traditional media outlets are adapting to the evolving media landscape and embracing new formats to maintain relevance.
The Broader Trend: Audio Journalism’s Ascendancy & SEO Implications
Schibsted CEO Siv Juvik Tveitnes highlighted that these wins “confirm that our investment in sound is really paying off.” The company’s strategy isn’t simply about creating podcasts; it’s about integrating audio seamlessly into its existing portfolio of text and video content. This multi-platform approach is crucial for reaching diverse audiences and maximizing engagement. For media companies, this trend presents a significant SEO opportunity. Optimizing podcast content with transcripts, show notes, and relevant keywords can dramatically improve search engine rankings and drive organic traffic. The rise of voice search further amplifies the importance of audio-first content strategies.
The Guldörat awards, established in 2001 and evolving to encompass 23 categories reflecting the breadth of the Swedish audio industry, serve as a barometer for innovation and quality in the space. The awards’ growing prestige underscores the increasing recognition of audio as a legitimate and powerful form of journalism and entertainment. This isn’t just a Swedish phenomenon; globally, podcast listenership is surging, and media organizations are scrambling to capitalize on this growing demand.
Schibsted’s success at the Guldörat awards isn’t just a celebration of individual podcasts; it’s a validation of a forward-thinking strategy that recognizes the power of audio to connect with audiences in new and meaningful ways. As the media landscape continues to evolve, expect to see even more investment in audio journalism and innovative sound-based storytelling. Stay tuned to archyde.com for continued coverage of this evolving media landscape and the latest in Google News trends.
