Audiobooks in Germany – Review of the Situation Kilian Kissling, Juni 2009

Kilian Kissling, Juni 2009

Review Literature records since the 1950s Author readings, frequently poetry, often with music First audiobook publishing companies established in the 1980s Audiobooks begin to boom at the start of the 21st century In 2008 three times as many audiobooks sold as in 2001

Literature records since the 1950s

Author readings, frequently poetry, often with music

First audiobook publishing companies established in the 1980s

Audiobooks begin to boom at the start of the 21st century

In 2008 three times as many audiobooks sold as in 2001

Review

Review

Review

Review

Review

The Mystery Boom of audiobooks not tied to any technical innovation Boom has always taken place in a diverse media environment: TV, internet, etc. Boom is country-specific: USA and GB similar to Germany, yet in many countries no comparable development

Boom of audiobooks not tied to any technical innovation

Boom has always taken place in a diverse media environment: TV, internet, etc.

Boom is country-specific: USA and GB similar to Germany, yet in many countries no comparable development

The Mystery II Children and teens up to age 14 have listened to audiobooks for generations: „Cassette Kids“ No relation to the market for grown-ups

Children and teens up to age 14 have listened to audiobooks for generations: „Cassette Kids“

No relation to the market for grown-ups

Attempts of explanation Bestsellers have accelerated the development (Harry Potter, Hape Kerkeling, Dan Brown)‏ Distinctive literary culture favourable Social reasons (stress, individualization, „need to join in“)‏ Perception facilities trained by new media/ media diversity

Bestsellers have accelerated the development (Harry Potter, Hape Kerkeling, Dan Brown)‏

Distinctive literary culture favourable

Social reasons (stress, individualization, „need to join in“)‏

Perception facilities trained by new media/ media diversity

The situation in 2009 Growth has slowed, market is stable Prices have fallen ca. 20 significant publishers, ca. 100 publishers are members in the publishers association All important book publishers are associated with an audiobook label Pioneers are approaching a crisis

Growth has slowed, market is stable

Prices have fallen

ca. 20 significant publishers, ca. 100 publishers are members in the publishers association

All important book publishers are associated with an audiobook label

Pioneers are approaching a crisis

The situation in 2009 One magazine specializied on audio books 70.000 copies each two months

One magazine specializied on audio books

70.000 copies each two months

The Situation in 2009: Consumers About 10 m. Germans have got in touch with audiobooks About 4 m. have purchased at least one audiobook in 2008 About 1,5 m. buy audiobooks regularly

About 10 m. Germans have got in touch with audiobooks

About 4 m. have purchased at least one audiobook in 2008

About 1,5 m. buy audiobooks regularly

The Situation in 2009: Consumers from 30 years onward (83%)‏ Income slightly above average Education above average (79% have taken A-levels, compared to 45% of the total population)‏ Tend to live in big cities The more inhabitants per household, the less audiobooks

from 30 years onward (83%)‏

Income slightly above average

Education above average (79% have taken A-levels, compared to 45% of the total population)‏

Tend to live in big cities

The more inhabitants per household, the less audiobooks

Consumer profiles: „Feminine“ Listening with pleasure At home Fans of certain narrators Prefer unabridged versions Popular genres: fiction (popular and literary), historical novel, classic literature, crime fiction

Listening with pleasure

At home

Fans of certain narrators

Prefer unabridged versions

Popular genres: fiction (popular and literary), historical novel, classic literature, crime fiction

Consumer profiles: „Masculine“ „ Double-your-Time“ Consuming in their car or on the road If abridged or unabridged does not matter Popular genres: Crime fiction, popular entertainment, comedy, non-fiction

„ Double-your-Time“

Consuming in their car or on the road

If abridged or unabridged does not matter

Popular genres: Crime fiction, popular entertainment, comedy, non-fiction

Channels of distribution (physical)‏ Book trade stationary, ca. 40% CD retailers, ca. 25% Mail order, ca. 20% Supermarket, discounter, ca. 10% Service station, ca. 5% There are no specialist shops for audiobooks!

Book trade stationary, ca. 40%

CD retailers, ca. 25%

Mail order, ca. 20%

Supermarket, discounter, ca. 10%

Service station, ca. 5%

There are no specialist shops for audiobooks!

Downloads Market share 2008: 4,1% Slowly increasing (considerably more slowly than in the US)‏ Customers are slightly younger, more men Unabridged readings preferred Outlook: More growth expected, fast and sudden growth possible, esp. as a consequence of technical innovation

Market share 2008: 4,1%

Slowly increasing (considerably more slowly than in the US)‏

Customers are slightly younger, more men

Unabridged readings preferred

Outlook: More growth expected, fast and sudden growth possible, esp. as a consequence of technical innovation

Opportunities Audiobooks are still trailing behind other entertainment media in Germany

Audiobooks are still trailing behind other entertainment media in Germany

Opportunities Marketing for special target groups: Blind people, dialysis patients, commuters, joggers, tourists on their way to their destination

Marketing for special target groups: Blind people, dialysis patients, commuters, joggers, tourists on their way to their destination

Opportunities German audio book publishers are working on an awareness campaign

German audio book publishers are working on an awareness campaign

Examples

Examples

Examples

Risks A lack of specialist shops, imminent loss of sales areas libraries, lack of compensation Contractual problems possible when download plays a greater role

A lack of specialist shops, imminent loss of sales areas

libraries, lack of compensation

Contractual problems possible when download plays a greater role