Unparalleled opportunities in a world of 5.2 billion internet users.
by The New Publishing Standard
(Giacomo D’Angelo and Mark Williams)
The Global Audio Market
unparalleled opportunities in a world
of 5.2 billion internet users
TNPS is a StreetLib project
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.
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
Largest audiobook markets by volume
This volume comparison courtesy of Amazon-owned Audible
Amazon Audible's slide towards unlimited subscription
full unlimited subscription full unlimited subscription
optional unlimited subscription
Now operational in eight countries, with a ninth launch imminent.
Now operational in nine countries.
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
Netflix global reach
Source: Netflix https://help.netflix.com/it/node/14164
Global audio market valuations and projections
➢ Storytel, as the leading global unlimited subscription
➢ Bookwire, as the leading audiobook distributor in the Spanish
➢ TNPS, as the only English-language trade journal actively
tracking the truly global digital book markets
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
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
In 2011 there were 2 billion people online worldwide.
Today it is 5.2 billion.
By 2030 it will be 7.5 billion.
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
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.
Editor-in-Chief at TheNewPublishingStandard.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.
CEO at 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
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.
Thank You :)