In 2007 a paltry 3,073 audiobook titles were produced and this figure rose exponentially to over 12,000 published in 2011. In 2013 many industry experts proclaimed that over 20,000 audiobooks were now available and in 2014 over 35,000 were released by major publishers and companies like Audible.
The global audiobook industry is currently worth 2.6 billion dollars and part of the reason why we have seen a dramatic increase in profitability is due to digital. In a recent New York Times piece, they said "In the first eight months of 2014, sales were up 28% over the same period last year, far outstripping the growth of e-books, which rose 6%”
One of the biggest markets for audiobooks in the world, is not the US or UK but Germany. In a recent annual survey conducted by the Allensbach Institute said that Germans consume more audiobooks than e-books. In the last twelve months, close to five million Germans have purchased an audiobook, which accounts for 7% of the overall population. This is one of the hottest segments currently operating and ironically gets the least amount of attention.
Digital audiobooks are finally starting to find their stride thanks to libraries embracing them in a big way. There are a number of major players providing audio services to libraries, 3M Cloud Library, Baker & Taylor, Hoopla and Overdrive. For the most part, these are the exact same companies that provide the libraries e-Book portfolio. In the US, 95% of all libraries have a digital collection and audio content is starting to play a more central role.
Audiobooks actually works fairly differently than e-Books do, on a business level. Many of the top distributors lean on 3rd parties for a full catalog of content. 3M and Baker and Taylor both get their audio editions from Findaway World, which is current market leader in production. Findaway has a catalog of over 50,000 titles and maintains production studios, narrators and crew in New York. Overdrive has their own internal solution, where they approach publishers directly and don’t do business with companies such as Audible or Findaway World.
Tom Mercer, Marketing Manager of 3M Cloud Library said “we see a tremendous opportunity to grow in the Audio space in 2015. Right now we’re two weeks into the “real world” of Audio, but customers really seem to like our solution. Our initial Beta feedback from very positive.”
Hoopla is an audiobook solution for libraries that floats under the radar, but are quickly making a name for themselves. The company has a catalog of 13,000 titles with 1,000 added each month. Hoopla deals with over 100 libraries in the US and charges no licensing fees with setting up the system, which is quite appealing to the average library. How does Hoopla make money? The company has employed the Pay Per Use model, which only charges the library when a specific title is checked out by a patron. The San Francisco Public Library said they are are predicting that in 2015 more companies will embrace the Hoopla model, which will lower costs for libraries and get more content in-front of the patrons.
How well are the publishers doing in the audiobook sector? Cheryl Herman, marketing director for Penguin Random House’s Books on Tape & Listening Library said. “Our library sales for digital audio are up nearly 35% over 2014, we’re offering more and more titles on audio, and we’re not alone in that. There are also more players entering the market, and more titles overall being published than ever before.”
Audible is the undisputed market leader in audiobook production and distribution. Matthew Thornton the Director of Communications at Audible said "Audible content includes over 180,000 audiobooks and other spoken-word programming from leading audiobook publishers, broadcasters, entertainers, magazine and newspaper publishers, and business information providers. Non-audiobook content includes lectures, meditations, language lessons, comedy and periodicals.