Why Readers And Authors Love Audiobooks

January 26, 2023

By Steven Spatz -

There are a lot of reasons why audiobooks continue to grow in popularity, and the benefits are there for both writers and listeners.

Estimated reading time: 6 minutes

Leave it to American humorist Mark Twain to best summarize the explosive growth in spoken word media. “If we were supposed to talk more than listen,” said Twain, “we would have two tongues and only one ear.”

The numbers show we’re using our ears more than ever, as over 424 million people listen to the estimated five million podcasts produced around the globe.

Table of Contents:
• Audio blogs and the dawn of the audiobook
• Audiobooks benefit readers and authors
• Why readers (listeners) like audiobooks
• Why independent authors need to make audiobooks
• Audiobooks for self-published authors

Meanwhile, audiobooks have experienced double-digit growth for over a decade, with nearly 75,000 new titles published in 2021. Almost half of all adult Americans have listened to an audiobook.

These numbers should be enough for self-published authors to prick their ears up and find a way to join the revolution. But first, let’s understand how we got to this point with a short history lesson on spoken-word media.

Audio blogs and the dawn of the audiobook

Previously known as “audio blogs,” the first podcasts popped up in the 1980s. The medium began to catch on with listeners, powered by the spread of easy Internet access and the creation of portable digital devices such as the iPod.

However, most industry historians credit the first season of the This American Life-sponsored show, Serial, as the first breakout mainstream podcast. It was a surprise success, achieving 68 million downloads by the end of its first season and becoming the first podcast to win a Peabody Award.

Meanwhile, audiobooks started much earlier — over 70 years ago — when the American Foundation for the Blind cut a vinyl recording of The Great Gatsby in 1952. The introduction of cassette tapes and compact discs (CDs) made producing and distributing audiobooks easier, and the development of digital audio formats such as MP3s has made audiobooks even more accessible.

Audiobooks benefit readers and authors

The main difference between the two mediums is obvious. While the vast majority of podcasts are free to listeners, audiobooks require the listener to pay for the privilege of enjoying the rich content. Yet, despite the investment, book readers are converting to book listeners in ever-growing numbers.

So, what’s behind the sustained rise in audiobooks? My own personal theory: Podcasts are the free-and-easy gateway drug to the more compelling value content of audiobooks. A more nuanced approach to the question points me to the shared benefits of audiobooks. It’s a two-part equation: What’s in it for the readers? And what’s in it for the authors?

Why readers (listeners) like audiobooks

During the last few years, I’ve spent more time with audiobooks than their printed companions. Of course, how we read or listen is different for everyone, but as I set aside time to consume books, I’ve found that listening to the words is more of an experience. But many other reasons come to mind.

Ease of purchase. The act of purchasing an audiobook couldn’t be more straightforward. In less than 60 seconds, I can download that great book my neighbor told me about. The pandemic brought this reality into clear focus as an alternative to browsing in a bookstore — or even ordering a physical book from Amazon, Barnes & Noble, and the like.

Convenience. My audiobook is always on my phone, from the waiting room in the doctor’s office to the barbershop. And audiobooks never weigh down my airline carry-on bags.

Accessibility. Audiobooks can be an excellent alternative for people with visual impairments or who have difficulty reading due to dyslexia or other learning disabilities. According to the World Health Organization, at least 2.2 billion people across the globe have some form of vision impairment.

Education. Audiobooks are even helpful for people learning a new language. (On a personal note, I’m listening to French-language audiobooks these days to speed up my learning as I prepare to move to France).

Multi-tasking. Audiobooks allow people to consume books while doing other activities, such as driving, exercising, or doing household chores. Many a road trip has been traveled with a great audiobook as a companion.

Why independent authors need to make audiobooks

All of the reader-facing benefits are good reasons why indie authors need to consider this medium. But there’s much more to consider. When I started in the self-publishing business back in 2014, we shared this critical fact with self-published authors: To be recognized as a serious author, you need to create both printed books and eBooks. Time for an update.

Legitimacy. Today’s new truth is this: Successful authors create books in every format: print, eBook, and audiobooks. Go check out the Amazon Top 100 Best Sellers list. I’ll wager that 90 percent of those titles are available in all three formats.

Reach. Having an audiobook version of your book can help increase its visibility and make it more discoverable. In addition, having an audiobook on your sales page enhances your author brand and helps establish you as a leading voice or thought leader.

Profit. Audiobooks are an additional source of revenue with sales through online book retailers. But other outlets — including libraries and state sight-impaired organizations — can be alternative sources of revenue. In addition, some industry observers believe that the availability of an Audiobook can lead to increased sales of the print or eBook version as well.

Audiobooks for self-published authors

Until recently, there’s been one thing holding back self-published authors from creating audiobooks: economics.

In the not-so-distant past, there was a high initial cost. Converting a 60,000-word manuscript into an audiobook could cost up to $10,000 with professional narration, production work, and more. In addition, there was a long timeline involved, with most audiobooks taking four-to-six months to complete.

Given those costs, the independent author’s return on investment (ROI) is chancy at best. Amazon’s Audible pays between 25–40 percent royalties. The math is daunting: Authors need to sell hundreds of audiobooks to earn back their initial money.

But today, there is a new option for self-published authors: BookBaby’s audiobook program. With a low initial investment, these AI-voiced volumes can be a powerful element of your book-selling arsenal. Offering over 60 different voices in 75 different languages, BookBaby’s exclusive audiobook process is fast and easy. Best of all, BookBaby helps you sell your book on your Bookshop page and pays out the highest royalties in the marketplace.

As Twain’s anatomical lesson points out, plenty of ears are ready for new content. This is the time for self-published authors to get serious about audio storytelling to meet the needs of this massive audience.