For 12 consecutive years, audio books have seen double-digit growth. No other book format can make that claim. But why should we, as writers and readers, care about audio book growth?
Putting audio book growth in perspective
Before we look at what the growth spurt means to us, let’s put it in perspective. Among the various book formats–print, digital, and audio–audio sales have perennially been the runt of the litter. But in 2024, that statistic fell by the wayside. For the first time since ebooks were adopted by significant numbers of readers, audio book sales exceeded digital sales. Here are the numbers:
- digital: 10%
- audio: 11.3%
- print 78.7%.
Considering that audio has had more than a decade of double-digit growth, this shows what a small segment of readers are consuming their books via audio.
That doesn’t mean this level of growth isn’t important. In a market that pretty much is seeing about 5% growth each year post-pandemic, any segment of the industry that can sustain the growth levels audio has makes it an area publishing executives pay attention to. In the past, only the most popular books were offered in audio; today almost every new release has an audio version.
Why should we care?
Like the publishing executives, we should pay attention. Any time readers discover a new way to read books, that expands readership overall. And that means a healthier publishing industry. We all want that for personal reasons as well as altruistic reasons. More books being read means more people engaging in ideas, being mentally stimulated, and turning to books for entertainment. All good things.
On a personal level, it’s been fascinating for me to watch the ten readers in the book club I’ve participated in for thirty years. When I first joined, we had one person who read her books via audio. We found her reports enlightening as she told us what the audio experience was like for each book.
During one meeting, nine of us panned the selected book, finding it stodgy to read and rather like walking through deep mud. But Anne, our audio consumer, loved the book. When she told us Tom Hanks was the narrator, we all understood. And we all immediately regretted we hadn’t asked Tom to read the book for us, because he would have enlivened it and changed our view of it too.
More than one way to read a single book
Part of the audio book growth of sales that’s important to note is that some readers are buying a single title in two formats–digital and audio. They switch between the two seamlessly, with both formats keeping track of where the reader left off.
Our book club is gathering audio fans, too. We now have two members who read exclusively using audio. And a few others will decide to read a particular book via audio but generally choose print.
I should note we’re a circle of older readers, with six members retired. So seeing the switch to new ways to read is all the more notable. Audio, by the way, tends to be adapted by younger readers. Edison Research found 57% of those who use audio to read are ages 18 to 44.
Notable changes in audio book publishing
One of the biggest changes hasn’t really hit the market yet, but it’s inevitable. That is publishing turning to AI to narrate their books.
Currently, the biggest expense in creating an audio book is hiring a narrator, recording the book (which takes multiple reading hours) in a professional studio, and then having the recording edited.
But with AI, no narrator is involved, nor any reason for a studio. Only the editor remains in the process.
In an article from Publishing Perspectivess the writer noted: “In 2024, publishers have started entering into licensing agreements with service providers offering AI-generated audiobooks. One notable deal was the agreement between Harper Collins and ElevenLabs to produce audiobooks from Harper Collins’ back catalogue of titles using synthetic audio that means a machine-generated narration.”
I don’t think that means Tom Hanks is out of work as a book narrator. Consumers would buy an audio book because Hanks narrated it. Also, many times readers want to hear the author narrate their own book. Beyond that, I suspect the days of audio narrators are looking imperiled.
Just to show how dynamic the audio book world is, Hachette is taking the opposite tact from HarperCollins. The CEO of the US division reported that they believe high production value is of greatest importance in audio book growth. So they are choosing to invest in building more studios to record books rather than in turning to AI narration.
Library audio book purchases
In another article, the writer reported on what’s happening in our libraries’ purchases. In January 2025, a 90-page survey of United States public libraries “indicates that for a second year, digital audiobooks are dominating circulation in those libraries, both for adult and younger patrons.”
According to the article, “digital audiobooks accounted for 70 percent of adult audio circulation and 56 percent of youth audio circulation in libraries queried in the time frame of the survey.”
It goes on to say that libraries are steering clear of AI-narrated audio. That makes sense considering that, at this point, one has no idea what quality the audio will be if AI reads the book.
Spotify enters stage left
Any report on audio book growth would be incomplete if we didn’t take a look at the entrance of Spotify, using subscriptions to engage readers in finding books they want to read. Spotify has been trying to find a way to successfully offer audio books, and their latest iteration seems to have found its groove.
Publishers Lunch reported on March 12 on details of how Spotify is doing. At the London Book Fair in March of this year, Spotify director of global publishing partnerships and licensing Duncan Bruce reflected on the first 18 month since the company’s 2023 relaunch of its audio books program. Bruce was vague on the topic of author royalties, noting (as they have in the past) that the company has paid “hundreds of millions of dollars” to authors. But he did mention expansion in the catalog from 150,000 to 400,000 English language titles and reported that listening hours are up 35 percent in the US, UK, and Australia, with 60 percent of those listeners in the 18-34 age range. He also noted that 7 out of the 10 top audio books in the UK last year were backlist, demonstrating that readers are discovering titles they didn’t know existed.
Audible Audio Book Growth
Audible also gave a report on its growth based on all of 2024. In another Publishing Perspectives article, a couple of highlights include:
- Year-over-year from 2023 to 2024, listening time by members on Audible’s subscription plans and customers purchasing titles a-la-carte was up more than 16 percent
- The company also notes a substantial increase (40 percent) in customers who opt to purchase extra titles outside those provided by their membership credits. The company sees this as a sign that customers “are becoming more habituated to listening.”
Good news
All in all, the reports coming in on audio book growth show that the litter’s runt is developing into a real beauty. No longer scrawny, it’s becoming a more important part of each publishing house’s bottomline. Which we all care a great deal about.
What surprises you most from this blog post’s update? What are your thoughts on consuming a book via audio?
Woman in coffee shop image by Love Art. Live Art. from Pixabay
Sound image by Raphael Silva from Pixabay
Janet, when you ended with the phrase ‘consuming a book’ I just had to hand over to Tashka’ the Anatolian Shepherd.
I have consumed a couple books;
not many, I’m no hog,
but still, it’s not the best of looks
for a working dog
hired as the house’s guard
(not on literature to sup!)
but self-control is really hard
for I am still a pup
at eighteen months (a giant breed),
from Anatolia I hail,
and I therefore feel the need
to take in a worthwhile tale,
and I was fortunate to find
a place where Mom and Dad don’t mind.
##
He sleeps in Barb’s closet, and has arranged a bed of books that he’s brought in. It’s just too charming to forbid, and he’s only chowed down on a few.
On another note, I have only listened to two audiobooks, and would heartily recommend Zig Ziglar’s “Conversations With My Dog”. The audio version brings Laffy Taffy the Corgi’s personality into wonderful focus. (The other audiobook I’ve consumed is ‘The Last Lecture’. I live that stuff every day, so for me it was kinda meh, no disrespect intended.)
Sounds like your pup loves books too. Just in a different way.
Thanks for your insights on the two audio books you’ve read.
This is a really helpful post! I’ve seriously considered becoming an audiobook narrator so it’s encouraging to hear that market is growing!
Such a thorough report, Janet! All I know is that while PrayerWalk (published in 2001) is still in print, my royalties are greater for the audio version, which I recorded myself.
That book would lend itself perfectly to being an audio book. It instantly suggests, “Read me while you walk.”
Since my mother and husband listen to books primarily on audio, this isn’t a surprise. I’ve recently expanded from audio being only on long drives to listening to library books on Hoopla while cooking dinner. I’m so glad that there are more books in audio form available now!
I’ve been listening to audiobooks for many years. This allows me to multitask. Characters come alive. Suspense and emotion levels escalate. Keeping the same narrator across a series ingrains the elements in a more permanent way. As a writer (unpublished), I try to hear the audiobook version in my head as I develop a scene. Audiobooks themselves had changed over the years I’ve listened to them. Cassettes were expensive and took up more room than a hardback. They progressed to digital downloads that can be acquired and put on your phone in seconds. I literally have hundreds of them. With bluetooth, I listen through my hearing aids. Audiobooks aren’t going away.