How Storytel scaled partner marketing from the Nordics to ten European markets
Since 2016, Storytel has worked with Adtraction to build a performance-driven acquisition channel that now runs in ten European markets.
Laying the groundwork
Storytel is a leading global audiobook and e-book streaming service with a mission to make reading and listening easy and inspiring, anytime and anywhere.
The partnership with Adtraction began in the Nordics in 2016. After building a strong base there, Storytel brought the same approach to continental Europe from 2021, starting with Germany, Spain and the Netherlands. Belgium, Italy, Poland and Estonia followed from 2024 to 2025.
The goal was clear: build a scalable, performance-driven acquisition channel without compromising on brand control or cost-efficiency.
The challenge: sustainable growth in a competitive market
With rising digital ad costs and competition from global streaming services, Storytel needed a reliable way to:
- Reach new audiences beyond Google and Meta
- Attract high-quality subscribers at a sustainable cost
- Support seasonal campaigns around key moments throughout the year
- Keep flexibility, brand control and ongoing optimization in every market
The strategy had to be flexible, localized and built for continuous testing.
What Adtraction did
Built the right partner mix
Adtraction recruited and activated local partners to suit each market, including loyalty and cashback programs, content publishers, portals, mobile apps and influencers. Through Adtraction Plus, Storytel also gained access to valuable brand-to-brand partnerships.
Ran always-on and seasonal campaigns
Adtraction worked with Storytel to plan campaigns around book releases, holidays and key retail moments. Storytel pays on a CPA basis for signups and sales, with selective offers to create urgency.
Worked as an extension of the team
Adtraction supported Storytel across all markets with ongoing campaign optimisation, performance insights and proactive partner management. Regular collaboration helped identify new opportunities and adapt the strategy to each market's needs.
Results: growth across European markets
- Sweden: conversions grew three times the size from 2024 to 2025.
- Finland: conversions grew every year from 2022 to 2025, up 81%.
- Newer markets are scaling quickly: in 2026 so far, conversions are up 120% in Spain, 66% in Italy, 61% in Germany and 22% in Poland compared with the same period last year.
- A broad European footprint: mature Nordic markets focus on optimization and efficiency, while newer markets focus on driving growth with wide partner mixes.
Erfan Ghaderi, Global Intake & Affiliate Partnership Manager, Storytel comments:
"Partner marketing has become a key part of our overall marketing mix. It helps us reach new audiences we might not get through Google or Meta, especially more niche segments. The customer quality from Adtraction is on par with other channels, but at a lower cost. While Google tends to bring in high-intent users, it's also much more expensive. With Adtraction, we see lower acquisition costs and more loyal customers. The team is a great support, always bringing new ideas to the table and making sure everything runs smoothly."
What's next
Storytel now runs partner marketing with Adtraction in ten countries. Each market is approached with local insights, tailored partner strategies and the same performance-driven mindset that worked in the early Nordic years.
The Storytel case shows how partner marketing can grow a business both locally and across borders. Curious what it could do for yours? Let's talk about building a scalable, cost-efficient partner marketing program that delivers real results.
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