Now it’s back. Estonia next month and 6-8 further new markets in the next few years.

Music To My Ears!

This story is music to my ears. For so long the leader of the global subscription set, Storytel went into consolidation and profit-only mode after Jonas Tellander stepped down/was fired/was stabbed in the back (so many possibilities to choose from) and the quest for global domination faded.

Now it’s back. Estonia next month and 6-8 further new markets in the next few years.

Here’s what we know: Storytel has officially signalled the end of its recent era of consolidation, announcing its first new market entry in three years with a planned launch in Estonia on 13 October 2025.

Strategic Pivot

This move, the first since its French debut in 2022, marks a decisive strategic pivot under the leadership of CEO Bodil Eriksson Torp, away from the singular focus on profitability that followed the departure of founder Jonas Tellander.

The expansion is not a tentative step but a clear statement of intent. Eriksson Torp confirmed a renewed appetite for growth, stating an “ambition to open six to eight markets with focus on Europe in the coming years.”

This declaration suggests the company is moving confidently from a period of fiscal caution back to a mission of securing global market share, a strategy that will be watched closely by the entire digital publishing ecosystem.

The Blueprint for Expansion

The Estonian launch provides a clear blueprint for this new phase. Rather than a simple organic entry, Storytel is partnering with local platform Digiread to ensure a robust catalogue of Estonian-language content from day one. This localised, partnership-driven approach, combined with a data-informed selection process focusing on market penetration, demographics, and disposable income, appears to be the go-to-market strategy.

Previously of course, Storytel has taken the acquisition route, buying out major players to get a foot in the door (Bulgaria, USA and elsewhere).

The press release notes an excitement to “expand our presence in the Baltics,” which likely acknowledges an existing user base engaging with its international service, providing a warm start for a dedicated local offering.

For publishing professionals, this signals a significant shift: Storytel is not just back in the expansion game but is doing so with a sophisticated, data-led, and partnership-friendly model. The coming years will reveal just how aggressively it pursues its renewed global (or at least, European) ambitions.

This post first appeared in the TNPS LinkedIn newsfeed.