Unlocking global passion: How romance authors can spice up their audiobook strategy on Spotify

Romance books. Kissing books. Bodice-rippers and swoon-worthy books. Whatever you call them, if there’s one thing the genre has proven, it’s how unstoppable it is. And lately, things have gotten decidedly…spicier.

Where traditional romance might fade to black, #BookTok's "spicy books" keep the door very much open. From enemies to lovers to slow burns, from romantasy to sports romance, spicy stories are all about taking beloved tropes and turning up the heat.

Readers can’t get enough of this subgenre—and that applies to both print and audio.

In 2024, Spotify launched the “Spicy Audiobooks” campaign to give romance writers the spotlight they deserve and listeners the steam they crave. Along the way, we captured interesting insights about how listeners engage with spicy content in audio format, which markets are ready for more heat, and how authors and publishers can maximize their reach in this sizzling category.

We also sat down with Tessa Bailey, author of beloved hits like “Hook, Line and Sinker”, “It Happened One Summer,” and her new release “Dream Girl Drama,” as well as Booktok reviewers Hina and Kevin T. Norman to hear their takes on the romance genre and how audiobooks are changing the industry.

You might want to grab some water. It’s about to get hot in here.

The genre where spice meets soul

Spicy audiobooks deserve their moment in the sun for reasons that go beyond the steam factor. Underneath all of the delicious tension, there's something deeper brewing.

"What really drew me into romance was the hope," explains Tessa, who’s been writing within the genre for over a decade. Romance gives readers certainty, and while they'll ride the emotional rollercoaster, "there's a soft landing at the end."

Romance stories are mirrors and windows—mirrors where we see ourselves, and windows into experiences we might never have otherwise. They teach us empathy, "we learn what to expect and what we'll accept in our own real-life relationships," adds Tessa. And yes, sometimes things get steamy, but that's part of the magic.

For as maligned and dismissed as the genre often finds itself, romance wields extraordinary power. These stories can become foundations for real conversations, and give listeners the language to express their desires and the courage to seek their own triumphs.

In a world of uncertainty, romance audiobooks deliver exactly what we need: stories that make us feel braver, bolder, and, to Tessa's point, just a little bit more hopeful.

The “Spicy Audiobooks” campaign at a glance

Scroll through any BookTok or Bookstagram comment section, and you'll inevitably spot it: "But is it spicy, though?" For readers who know what they like, it's one of the first questions they ask. For authors and publishers, it's a telltale sign that romance book lovers are hungry for steamier content.

But what does this appetite for spice look like in the context of audiobooks? We decided to find out. Throughout the month of February, we prominently featured books in the genre on the Spotify platform, with curated audiobook shelves, promotional banners, and dedicated "spicy" playlists.

Listeners made their spice cravings known—the results from our 2024 campaign speak for themselves:

• It generated over a 100 million impressions across 14 million users, revealing how substantial the addressable market for spicy content really is.
• The campaign triggered a 65x spike in spicy listening compared to our monthly average, proving that when given easy access to steamy content, listeners will press play with gusto.

Who’s turning up the heat?

It’s clear just how popular spicy audiobooks are among our millions of users. The demographic data, though, reveals even more interesting insights.

Age

• There are romance audiobooks and then there are spicy audiobooks. While 35-44 yos make up 23% of romance listenership, they lead the pack in spicy, representing 43% of listenership.

Gender

• Ladies make up 80% of spicy audiobooks listenership
• That said, where men make up 9% of regular romance listenership, when it comes to spicy audiobooks, male listenership jumps to 15%

Spicy audiobooks have always been perceived as something only women enjoy, but this insight points to a breaking down of traditional genre barriers and gender norms. It opens up new marketing (and perhaps even story or character) opportunities for authors willing to think outside the conventional "young female reader" target audience.

How to spice up your audiobook strategy

What separates a gentle simmer from a full boil? You can’t just say "spicy" and be done with it—there's a whole spectrum of heat levels to consider. Spotify’s “spice meter” helps writers and publishers categorize their content and readers find their next favorite read.

Here's how it breaks down, from sweet and subtle to scorching hot:

How to make the Spotify “spice meter” work for you

What's an author to do with all this spicy knowledge? We have a handful of strategies that'll help you serve up exactly what your listeners are asking for.

Don’t hide the spice

Our spiciest audiobooks (5 peppers) and their slightly milder cousins (4 peppers) dominated the streaming charts. If readers aren’t coy about looking for the steamiest audiobooks around, then you shouldn’t be shy about marketing them. Put details about the heat of your content front and center everywhere your audiobook appears:

• In your audiobook description, make sure to mention how much heat your listeners can expect (e.g. "maximum steam")
• Include details about just how spicy (or not) your titles are in social media promotion, especially on Instagram and TikTok, where readers actively search for heat levels
• Add these details to your newsletter descriptions and website listings as well

The readers looking for their next steamy listen should be able to find you without having to read between the lines. Your marketing can be tasteful while still being clear about what readers can expect.

Build bridges

Level 3 romances hit that cute-and-spicy sweet spot, where the much revered slow burn and the lingering glances build anticipation before delivering the perfect payoff. For many authors and listeners alike, this middle ground is exactly where they want to be.

"It's a matter of where the characters are at in their story," explains Tessa about balancing romance and spice. "Every set of characters is different, their circumstances are different. So it's like determining the flavor of the moment." Sometimes that means falling back for a more romantic scene, while other times, it's about "pulling all the stops out and releasing the steam valve." But regardless of heat level, her focus remains firmly on writing authentic connections between characters.

If you do want to introduce more spice into your repertoire, you can use novellas and short stories as your “spice-level laboratory.” Shorter formats let you experiment with different steam levels without committing to a full-length book. Based on how your readers respond, you can decide to make spicy content a permanent fixture in your novels or share it sporadically when the spice muse calls to you.

You can even make it a conversation with your readers—poll your newsletter subscribers about their appetite for spicier content, run social media surveys about your steamier short stories, or create social media polls about preferred heat levels.

If you write series, the evolution to steamier content can follow your characters' own journeys. Building spice gradually with each new installment gives your existing readers time to adjust and lets you gauge their response to the incremental increase in steam.

Curate playlists that sizzle

Spicy audiobook playlists were heavy hitters during our campaign, racking up over 40,000 streams. Turns out romance listeners love their steamy stories served with a side of curation.

You can integrate your audiobook into curated collections using the "If you love X author/book/trope, you'll love..." playlist format. It positions your work alongside popular and beloved books in your heat-level category, so it's easier for romance lovers to discover you when they're searching for their established favorites.

You can also team up with other romance authors to curate themed collections that showcase the best of what you all bring to the genre (e.g. "Slow Burns That Will Ruin You Forever").

These collaborations build genuine community in the romance space. Every shared playlist is an opportunity to lift up other authors, connect with new listeners, and remind everyone that romance is better when you're all in it together.

Consider the market

Spicy audiobooks are enjoyed differently across the globe. Our campaign revealed interesting patterns in how different markets consume steamy content—patterns that can help you position your work where it'll be most appreciated.

The US and UK markets lead the charge for spice, with over half of listeners in both regions reaching for 5-pepper titles and another third (32% and 27%, respectively) going for 4-pepper content. If you're writing romance, these are your primary playgrounds. Lean into your heat level in your marketing, and work with influencers who specialize in reviewing spicy books to get your book in front of its ideal audience.

Different influencers look for different elements when recommending books, so browse their content before reaching out for potential partnerships. For example, Hina gravitates toward complex narrative structures with "a really strong lead." She also enjoys “multiple perspectives that don't always align, enemies to lovers, and stories where a character knows more than the other." Meanwhile, Kevin is partial to "love triangles and morally complex characters that are neither good nor bad—they're just people.

Australian listeners tend to prefer their romance with a softer touch, making it our least spicy audiobook market. If you're writing stories where the spice complements rather than leads, this could be your ideal market. And if your book does feature spicier content, lead your Australian marketing with plot and character development—let the steam level be the cherry on top rather than the main course.

Bring the heat over to Spotify

Readers have long been drawn to romance, but the audiobook format adds an entirely new dimension to the genre. As Hina puts it, "when the story is read to you, you feel like you have a relationship with the characters because you hear their voice, and something about that feels so human. That connection between you and the narrator turns into this parasocial thing where you become invested in that character."

Tessa also highlights the flexibility of audiobooks, especially in a genre where TBR piles are always growing. “We're all so busy—readers have jobs, and they have places they have to be at throughout the day,” she says. ”Being able to listen to their books has really enabled them to consume twice as much literature as they did before.”

And what better place for authors to share their spicy, sweet, and everything-in-between titles than Spotify? Take it from Tessa: "Having my audiobooks on Spotify has brought in an entire new audience of readers who probably wouldn't have tried audiobooks if they weren't already on the platform. It’s so accessible, and it makes it easy for them to discover something they love."

*When distributing your audiobook to Spotify, please adhere to our platform rules and apply the appropriate BISAC codes to your audiobook.