Audiobooks Set for Explosive Growth

The audiobook industry is booming, with global sales tipped to grow by an impressive 26 percent annually. This surge is being fuelled by a combination of rising listener numbers, innovative technology and the growing popularity of subscription-based models.

A Rapidly Expanding Audience

Deloitte forecasts that 270 million people worldwide will be tuning into audiobooks each month, representing a 15 percent increase on last year. They suggest Audiobooks are expected to make up around six percent of all book sales globally, signalling a shift in how audiences consume literature.

Subscriptions Changing the Game

Platforms such as Audible, Spotify, Storytel and Scribd are at the forefront of the audiobook revolution. By offering massive libraries through subscription services, these platforms are bringing audiobooks into the mainstream and reshaping the publishing landscape.

Untapped Global Potential

Companies are also exploring opportunities beyond English-speaking markets via the huge potential in developing local-language catalogues in order to attract new listeners and broaden the industry’s reach.

Direct Relationships

Discoverability and user experience is essential. Experts suggest that publishers could benefit from owning their own platforms, allowing them to build direct relationships with audiences and create more sustainable business models.

What It Means for the Industry

Australia’s publishing and media sectors will find valuable opportunities by leveraging local talent and unique storytelling voices. A strong growth outlook will also present exciting opportunities for publishers, producers, narrators and tech developers.

Agencies Buy Into Digital Audio Advertising

In a recent industry presentation, marketing guru, Mark Ritson suggested that allocating just 11% of your marketing budget on radio can double the effectiveness of an overall campaign.

To date in 2024, agencies continue buying digital advertising in combination with other digital display formats, and recent research suggests that 90% of agencies have been heavily incorporating streaming audio advertising.

Over the last twelve months, digital audio and podcasting has been one of the fastest growing areas of the digital advertising ecosystem, with entertainment and lifestyle podcasts the most popular genre.

There isn’t a product or a category that can’t exist in compelling audio, so there’s no doubt the future sounds good for audio digital.

 

Full-cast audiobook productions of Harry Potter coming to Audible

Late next year, a partnership between Audible and Pottermore Publishing will see full-cast audio productions of all seven Harry Potter books released on Audible.

The new audiobooks will offer the full range of character voices, real-world sounds and musical scoring for the recorded stories.

Each of the seven audiobooks will be released sequentially for a global audience.

The Harry Potter audiobooks were first published in 1999 and since launching on Audible in 2015 have reached 1.4 billion global listening hours.

The complete Harry Potter audiobook collection on Audible also includes:

  • The Tales of Beedle the Bard performed by Jude Law
  • Harry Potter: A History of Magic performed by Natalie Dormer
  • Fantastic Beasts and Where to Find Them performed by Eddie Redmayne
  • Quidditch Through the Ages performed by Andrew Lincoln

Bob Carrigan, CEO of Audible, said, “We are thrilled about the opportunity to be part of this next chapter – delighting new and old fans alike with a reinvigorated listening experience that Audible is expertly positioned to create.”

Spotify Users Listening To Audiobooks

In a bid to attract new users and retain existing ones, Spotify introduced 15 hours of free audiobook listening per month from October last year for paid subscribers.

Today, one quarter of paid users in the UK, US and Australia have started listening to audiobooks as part of their subscription.

Spotify states that 57% of users are 18-34 years-old, which suggests the new format is appealing to younger listeners.

Spotify says audiobook listeners spend an additional two and a half hours in the app within 14 days of starting a book.

To further boost the number of audiobook listeners the company is set to roll out more tools like an author-oriented dashboard.

Book publishing partners have also been encouraged to share content, when authors appear on podcasts, allowing the company to also promote them on podcast pages.

What Makes A Great Voice Over?

A great voice over is one that effectively conveys the intended message, or story while engaging the audience. Here are some key elements that contribute to a successful and professional voice over:

Clarity

The voice should be clear and easy to understand. Pronunciation, enunciation, and pacing are important factors in ensuring clarity.

Emotion

The voice should convey the appropriate emotions for the context of the content. Whether it’s excitement, empathy, seriousness, or humor, the voice actor should be able to express emotions authentically.

Tone

The tone of voice should match the mood and purpose of the content. It could be authoritative, conversational, persuasive, or instructional, depending on the requirements.

Consistency

Consistency in tone, pacing, and delivery is crucial for maintaining the audience’s attention and ensuring coherence throughout the voice over.

Engagement

A good voice over captures the audience’s attention and keeps them engaged throughout the duration of the content. This can be achieved through dynamic delivery, storytelling techniques, or a compelling narrative.

Timing

The timing of the voice over should be synchronised with the visuals or other elements of the content to enhance comprehension and impact.

Adaptability

A skilled voice actor should be able to adapt their voice to suit different genres, audiences, and styles of content.

Professionalism

A good voice over is free from distractions such as background noise, mouth clicks, or other technical issues. It should sound polished and professional.

Authenticity

Authenticity is key to establishing trust and connecting with the audience. The voice should sound genuine and sincere, reflecting the character or brand it represents.

Versatility

A versatile voice actor can perform a variety of roles and styles effectively, from commercials to narration to character voices.

Overall, a good voice over combines technical proficiency with creativity and authenticity to effectively communicate the intended message and leave a lasting impression on the audience.

Our Top 3 Celebrity Audiobook Reads

audio headphones

One of the few things better than reading a good book is having one read to you. Even better still, is being read a good book by your favourite A-list celebrity. Here are our top 3 celebrity audiobook reads for February 2024.

Samuel L. Jackson | Go the F–k to Sleepby by Adam Mansbach

Go the F**k to Sleep is a bedtime book for parents who live in the real world, where a few snoozing kitties and cutesy rhymes don’t always send a toddler sailing blissfully off to dreamland. And who better to read this than the on-screen master of the word F**k himself; Samuel L. Jackson.

Nicole Kidman | To The Lighthouse by Virginia Woolf

Virginia Woolf’s arresting analysis of domestic family life, centers on the Ramseys and their visits to the Isle of Skye in Scotland in the early 1900s. In 2002, Nicole Kidman won the Academy Award for Best Actress for her portrayal of Virginia Woolf in The Hours.

Benedict Cumberbatch | Sherlock Holmes’ Rediscovered Railway Mysteries by John Taylor

Yes, again, who better to read about Sherlock, than Hollywood’s Sherlock, Benedict Cumberbatch. Just don’t get him to say the word ‘penguin’. Inspired by Arthur Conan Doyle’s original Sherlock Holmes stories, John Taylor has written four more mysteries featuring the world’s greatest detective.

Hardy Audio Takes a Breath

The Hardy Audio team recently recorded two guided meditations for Mick Allen at 100% Breath for distribution on the Insight Timer app.

Insight Timer is a popular relaxation app that uses guided meditations, music and talks, to help with sleep, relaxation and mindfulness.

“The Insight Timer app is where my journey began and I’m grateful everyday to have found it. So, it was important for me to give something back to the community, and to anyone else that needs a little time out,” said Mick.

You can listen to the meditation recordings by Mick here.

5 Benefits of Audiobooks

Audiobooks are now a staple for many because they provide a practical substitute for traditional reading, and due to the rise of digital applications, are now widely accessible and portable. So here are 5 benefits of the audiobook.

Convenience

One of the primary benefits of audiobooks is their convenience. You can obviously pop a hard copy book in your bag, but because audiobooks are kept on a digital device, or stored in the ‘cloud’, they enable you to carry any number of books with you.

The Experience

Audiobooks can improve the ‘experience’ of a story. Being voiced by a professional voice over artist, the narrator can create the emotions expressed by the characters.

Reading Challenges

People with low vision, or reading challenges can also access books through audio. They can also encourage a love of reading for those who might not have been able to connect with written materials in the past.

Companionship

A narrator’s voice can provide a sense of connection and companionship for people who may spend a lot of time by themselves.

Group Reading

Audiobooks can bring people together. For example, a family might listen to a story together, provoking discussion, or book clubs might debate books in-depth and examine new works together.

 

Why You Should Be Using Audio Ads

Audio advertising has always been a fantastic tool in an advertiser’s box of tricks.

So why does audio advertising remain so popular today, in a world so full of new media platforms?

Here are five reasons why we think audio advertising remains so effective today:

  1. It’s audience targeted
  2. It amplifies the multi-channel effect
  3. It allows data tracking
  4. It’s relevant to the listener
  5. It improves brand recall

Plus, there are a number of options to choose from. With audio advertising you can choose from:

  1. Podcasts
  2. Streaming music platforms
  3. Digital radio
  4. Voice activated devices

You might also think of audio advertising as a top-of-funnel medium only however, with new insight and analytics, retargeting allows audio to be used in mid-and lower-funnel sales as well.

Just like video was the trend in the early 2000s, audio advertising has now hit its stride, so right now is the time to take advantage of audio’s continued growth in the market.

Relax with a good audiobook

audiobook

The prospect of unwinding after a long hard day by reading a book, may not be all that appealing for some. 

If not, audiobooks are a great alternative. Some even argue that audiobooks provide a more immersive and enjoyable experience. 

For example, listening to the likes of Stephen Fry can be a great way to quickly immerse yourself in the world of a new story. 

When on the move, audiobooks also offer convenience and the opportunity to multitask. An ability that physical books can’t match. 

Are audiobooks too good to be true? Does an audiobook really have the same benefit as reading physical copy?

The short answer is yes. Studies have found that people do in fact retain the same information, regardless of whether they have read, or listened to a book. Audiobooks just activate different parts of the brain.

So if you haven’t already tried an audiobook, have a listen.