The Global Audio Market

Unparalleled opportunities in a world of 5.2 billion internet users.

by The New Publishing Standard
(Giacomo D’Angelo and Mark Williams)

Transcript

1. The Global Audio Market
   unparalleled opportunities in a world
   of 5.2 billion internet users
   TNPS is a StreetLib project
   

   View Slide

2. Presentation Parameters
   The APA has recently looked at the US and Spanish language
   markets, and Nielsen will take a deep dive into the UK market.
   The TNPS focus will therefore be on the uncharted territory that is
   the Rest of the World.
   There are no firm figures for the global audio market, so this will be
   a picture painted in broad strokes.
   

   View Slide

3. The USA and China lead the world's audio markets in cold dollar
   terms, each coming in at around $1.3bn-$1.5 billion at end 2020.
   2020 Valuation $1.3 bn - $1.5 bn 2020 Valuation $1.3 bn - $1.5 bn
   Both markets have plenty of room to grow, but it is the growth in
   markets outside these giants that is where the real excitement lies
   

   View Slide

4. Largest audiobook markets by volume
   USA
   This volume comparison courtesy of Amazon-owned Audible
   China
   India
   

   View Slide

5. View Slide

6. September 2020
   November 2018
   

   View Slide

7. Amazon Audible's slide towards unlimited subscription
   full unlimited subscription full unlimited subscription
   optional unlimited subscription
   

   View Slide

8. View Slide

9. BULGARIA
   CYPRUS
   ESTONIA
   GERMANY
   IRELAND
   LITHUANIA
   NETHERLANDS
   PORTUGAL
   SLOVENIA
   BELGIUM
   CZECH REPUBLIC
   FINLAND
   GREECE
   ITALY
   LUXEMBOURG
   NORWAY
   ROMANIA
   CROATIA
   DENMARK
   FRANCE
   HUNGARY
   LATVIA
   MALTA
   POLAND
   SLOVAKIA
   SPAIN
   UNITED KINGDOM
   SWEDEN
   

   View Slide

10. Now operational in eight countries, with a ninth launch imminent.
    

    View Slide

11. View Slide

12. Now operational in nine countries.
    

    View Slide

13. View Slide

14. View Slide

15. View Slide

16. View Slide

17. View Slide

18. In 2020 Storytel announced plans to be in 40
    markets by 2023.
    And by 2030? It could easily be double that. 80 markets?
    100 markets? It's not so hard to imagine.
    Netflix is already in over 200 countries
    

    View Slide

19. Netflix global reach
    Source: Netflix https://help.netflix.com/it/node/14164
    

    View Slide

20. Global audio market valuations and projections
    2020-2030
    ➢ Storytel, as the leading global unlimited subscription
    platform
    ➢ Bookwire, as the leading audiobook distributor in the Spanish
    language markets
    ➢ TNPS, as the only English-language trade journal actively
    tracking the truly global digital book markets
    

    View Slide

21. Storytel 2020 assessment:
    $ 4.8 bn audiobooks
    Bookwire - Dosdoce 2020 assessment:
    Audiobooks $5 bn. Podcasts $1.3 bn
    TNPS 2020 assessment:
    Audiobooks $5.3 bn. Podcasts $1.5 bn
    Global audio market valuations 2020
    

    View Slide

22. Global audio market projections 2030
    Storytel 2030 audiobooks projection: $19.8 bn
    Bookwire-Dosdoce 2030 projections:
    Audiobooks $20 bn. Podcasts $8 bn
    Bookwire audio market projection 2030: $28 bn
    TNPS 2030 projections:
    Audiobooks $25 bn. Podcasts $12 bn
    TNPS audio market projection 2030: $37 bn
    

    View Slide

23. In 2011 there were 2 billion people online worldwide.
    Today it is 5.2 billion.
    By 2030 it will be 7.5 billion.
    

    View Slide

24. In 2020 the USA has just 6% of the world's internet users
    The World’s Internet Users 2020 The World’s Internet Users 2030
    

    View Slide

25. Other factors expanding the global audio market
    Existing platforms in new markets.
    New platforms in new markets.
    Audio moving to hybrid platforms (as with Spotify).
    Affordability unlimited subscription provides.
    Reduced production costs.
    AI audio production.
    The global non-reader market.
    

    View Slide

26. About us
    MARK WILLIAMS
    Editor-in-Chief at TheNewPublishingStandard.com
    (mark.williams@streetlib.com)
    Mark Williams is an author and publishing industry commentator
    observing the global book markets from the detached tranquility of The
    Gambia, West Africa, and since 2017 Editor-in-Chief of the mostly-daily
    publishing industry journal The New Publishing Standard.
    GIACOMO D'ANGELO
    CEO at StreetLib.com
    (giac@streetlib.com)
    At StreetLib, Giacomo drives the company's strategy and
    international expansion with a global outlook and a special focus on
    the emerging markets. Giacomo combines a passion for the Internet
    technologies with his love for books as the best tool for improving
    human potential.
    The New Publishing Standard (TNPS) is a daily newsletter and website
    offering analysis of global publishing with focus on digital and new
    business models. The initiative has proven to be a relevant source of
    news to the market. TNPS is a StreetLib project.
    By offering cutting-edge digital distribution and publishing services
    across catalog and metadata management, intelligent storage, digital
    production, business intelligence, online marketing and royalties
    management, StreetLib enables Publishers and Creators to control their
    digital supply chains and revenue streams.
    

    View Slide

27. Thank You :)
    https://thenewpublishingstandard.com/
    

    View Slide