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Audiobook consumer profile Following in podcasts’ footsteps

Report by Annie Langston
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20,000 foot view:  The audiobook market is at an important stage of its evolution. Similar to podcasts, the niche format is trying to grow amid heightened competition for consumers’ time and attention, while the looming recession puts subscriptions growth and retention under pressure. However, audiobooks have broad genre appeal and room for growth. Like podcasts, audiobooks also have the opportunity to conquer background listening, and may benefit from the blurring of audio formats.

Key insights 

  • Audiobook listeners            engaged entertainment consumers, with            of            audiobook listeners also listening to            and            watching podcast videos 
  • Over a            of high audiobook listeners pay            more than two monthly subscriptions            video services
  • Audiobook listeners            older            of            listen to audiobooks            more than any other age            but younger listeners spend the            time and money 
  • The line            audiobook and podcast formats is            catalysed by streaming platforms investing            and promoting, both formats
  • Audiobooks are            to take advantage of attention            (i.e., people consuming multiple formats            by capturing background listening
  • Audiobooks have            genre appeal, as all but            genre (self-help,            have surpassed niche            among high audiobook listeners
  • High audiobook            top genre is action /            followed by fantasy, drama, and            / detective
  • Audiobooks can            fandom for other types of            – over half of games            listen to fantasy and action            adventure audiobooks
  • Audible is            leading audiobook platform, with            consumer            but YouTube            falls closely behind,            a long tail of smaller           

Companies and brands mentioned in this report: Alex Cooper, Amazon, Amazon Prime Video, Apple, Apple App Store, Apple Books, Apple TV+, Audible,, Dolly Parton, Google, Google Play Books, James Patterson, LibriVox, Reddit, Reddit Live, Spiracle, Spotify, TikTok, Twitter, Twitter Spaces, YouTube, YouTube Music

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