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Audiobooks in Germany - O mercado do audiolivro na Alemanha


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Palestra dada por Kilian Kissling, director de vendas e de marketing da Editora Argon-Verlag de Berlim no Goethe-Institut Portugal a 19.06.2009, no âmbito do Festival Silêncio.

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Audiobooks in Germany - O mercado do audiolivro na Alemanha

  1. 1. Audiobooks in Germany – Review of the Situation <ul><ul><li>Kilian Kissling, Juni 2009 </li></ul></ul>
  2. 2. Review <ul><li>Literature records since the 1950s </li></ul><ul><li>Author readings, frequently poetry, often with music </li></ul><ul><li>First audiobook publishing companies established in the 1980s </li></ul><ul><li>Audiobooks begin to boom at the start of the 21st century </li></ul><ul><li>In 2008 three times as many audiobooks sold as in 2001 </li></ul>
  3. 3. Review
  4. 4. Review
  5. 5. Review
  6. 6. Review
  7. 7. Review
  8. 8. The Mystery <ul><li>Boom of audiobooks not tied to any technical innovation </li></ul><ul><li>Boom has always taken place in a diverse media environment: TV, internet, etc. </li></ul><ul><li>Boom is country-specific: USA and GB similar to Germany, yet in many countries no comparable development </li></ul>
  9. 9. The Mystery II <ul><li>Children and teens up to age 14 have listened to audiobooks for generations: „Cassette Kids“ </li></ul><ul><li>No relation to the market for grown-ups </li></ul>
  10. 10. Attempts of explanation <ul><li>Bestsellers have accelerated the development (Harry Potter, Hape Kerkeling, Dan Brown)‏ </li></ul><ul><li>Distinctive literary culture favourable </li></ul><ul><li>Social reasons (stress, individualization, „need to join in“)‏ </li></ul><ul><li>Perception facilities trained by new media/ media diversity </li></ul>
  11. 11. The situation in 2009 <ul><li>Growth has slowed, market is stable </li></ul><ul><li>Prices have fallen </li></ul><ul><li>ca. 20 significant publishers, ca. 100 publishers are members in the publishers association </li></ul><ul><li>All important book publishers are associated with an audiobook label </li></ul><ul><li>Pioneers are approaching a crisis </li></ul>
  12. 12. The situation in 2009 <ul><li>One magazine specializied on audio books </li></ul><ul><li>70.000 copies each two months </li></ul>
  13. 13. The Situation in 2009: Consumers <ul><li>About 10 m. Germans have got in touch with audiobooks </li></ul><ul><li>About 4 m. have purchased at least one audiobook in 2008 </li></ul><ul><li>About 1,5 m. buy audiobooks regularly </li></ul>
  14. 14. The Situation in 2009: Consumers <ul><li>from 30 years onward (83%)‏ </li></ul><ul><li>Income slightly above average </li></ul><ul><li>Education above average (79% have taken A-levels, compared to 45% of the total population)‏ </li></ul><ul><li>Tend to live in big cities </li></ul><ul><li>The more inhabitants per household, the less audiobooks </li></ul>
  15. 15. Consumer profiles: „Feminine“ <ul><li>Listening with pleasure </li></ul><ul><li>At home </li></ul><ul><li>Fans of certain narrators </li></ul><ul><li>Prefer unabridged versions </li></ul><ul><li>Popular genres: fiction (popular and literary), historical novel, classic literature, crime fiction </li></ul>
  16. 16. Consumer profiles: „Masculine“ <ul><li>„ Double-your-Time“ </li></ul><ul><li>Consuming in their car or on the road </li></ul><ul><li>If abridged or unabridged does not matter </li></ul><ul><li>Popular genres: Crime fiction, popular entertainment, comedy, non-fiction </li></ul>
  17. 17. Channels of distribution (physical)‏ <ul><li>Book trade stationary, ca. 40% </li></ul><ul><li>CD retailers, ca. 25% </li></ul><ul><li>Mail order, ca. 20% </li></ul><ul><li>Supermarket, discounter, ca. 10% </li></ul><ul><li>Service station, ca. 5% </li></ul><ul><li>There are no specialist shops for audiobooks! </li></ul>
  18. 18. Downloads <ul><li>Market share 2008: 4,1% </li></ul><ul><li>Slowly increasing (considerably more slowly than in the US)‏ </li></ul><ul><li>Customers are slightly younger, more men </li></ul><ul><li>Unabridged readings preferred </li></ul><ul><li>Outlook: More growth expected, fast and sudden growth possible, esp. as a consequence of technical innovation </li></ul>
  19. 19. Opportunities <ul><li>Audiobooks are still trailing behind other entertainment media in Germany </li></ul>
  20. 20. Opportunities <ul><li>Marketing for special target groups: Blind people, dialysis patients, commuters, joggers, tourists on their way to their destination </li></ul>
  21. 21. Opportunities <ul><li>German audio book publishers are working on an awareness campaign </li></ul>
  22. 22. Examples
  23. 23. Examples
  24. 24. Examples
  25. 25. Risks <ul><li>A lack of specialist shops, imminent loss of sales areas </li></ul><ul><li>libraries, lack of compensation </li></ul><ul><li>Contractual problems possible when download plays a greater role </li></ul>