Audiobook consumption is in full swing. As slightly more than half (52 percent) of the US population has tried listening to an audiobook, more people are swapping pages for play buttons, threading stories through their commutes, workouts, and relaxing moments.

Every day, countless listeners find their next favorite story and lose themselves in memorable moments. At Spotify, we've had a front-row seat to this special author-audience connection.

That's why we're so excited to bring you the first Wrapped for Authors. With exclusive insights about your stories and your listeners, Wrapped for Authors helps you understand how to amplify your voice, forge deeper connections with current readers, and catch new ears.

Spotify is expanding the world of audio storytelling

Since carving out a home for audiobooks, we've sparked something special. Spotify is buzzing with new voices and engaged listeners, while authors are discovering fresh ways to amplify their work and connect with fans.

We’re contributing to industry growth

The audiobook market is expanding, and Spotify is helping to fuel that growth by introducing the format to new listeners. It’s no surprise that many of the top-performing audiobooks on Spotify are titles released in the last 5 years – however, back catalog titles are also gaining popularity: of the top ten audiobooks on Spotify, 9 are backlist titles, the majority of which (6) were released over 5 years ago (as of June 2024). New releases and backlist titles can work hand-in-hand; listeners discover authors through their new releases and continue by exploring their way through the backlist.

Author takeaway: Spotify's audiobook audience keeps growing. Listeners are weaving audio into their daily routines, creating more opportunities for new listeners to discover your stories, and then dive deeper into the authors they love.

Now's the perfect time to expand your presence on Spotify and reach the millions of people who use our platform to find their next favorite read. The ears are here, and they're ready for more.

First-time listeners become long-term fans

Something fascinating happens when listeners hit play on their first audiobook: They spend an average of five additional hours on Spotify over their first 60 days, and around two and a half more hours within the first 14 days of starting a book.

Author takeaway: Build a strong online presence to make your audiobooks easier to discover. YA author Katie Cross credits social media and community-building for helping her grow her audience: She has her own Facebook group, where readers "congregate to talk to each other," shares live recording sessions on TikTok, where fans can "be part of the audiobook process," and offers sample chapters on YouTube to help new listeners find her work.

Our catalog is expanding, and so is our reach

Spotify is becoming a must-be destination for authors. Our audiobook catalog has doubled to 300,000 titles, and we’re not slowing down. We've also expanded into non-English markets for the first time, bringing audio storytelling to France, Belgium, the Netherlands, and Luxembourg.

Author takeaway: Tap into Spotify's demographic data to understand where your audiobooks are resonating most. Your next big market might be one you haven't explored yet.

Listening to the listeners: How people discover and experience audiobooks on Spotify

One year of audiobooks available on Spotify Premium has revealed exciting patterns in how users connect with stories and authors alike. We've distilled these insights into actionable data points to help you reach more listeners and make smarter decisions about your audio strategy.

Genre favorites by age

Listeners under 18 and in the 18-27 age range are most likely to gravitate toward Romance, Classics, and Teen/YA content on Spotify. Listeners between 28 and 34 tend to dive into Literary Fiction and Self-development titles, while the 35 to 44 crowd largely prefers biographies and Comedy. History and Mystery titles capture the most engaged audiences among our 45+ users.

Author takeaway: Your story likely already spans multiple genres, so embrace that. If your mystery has a romance subplot, connect with both communities. Engage with Mystery readers and Romance enthusiasts through relevant hashtags on social media, fan festivals, and conferences. There are readers out there who are looking for your exact blend of storytelling.

When and how different demographics tune in

Our newest audiobook enthusiasts—those who started in the last six months—are predominantly under 22. On the other hand, our power listeners who have been pressing play daily for over two years tend to fall into the 35 to 44 and 45+ age brackets.

Author takeaway: Newer listeners under 22 are shattering the myth that audiobooks are just for older audiences. They're actively exploring and building their listening habits, so they’re especially receptive to fresh voices and series they can grow with.

Meanwhile, our 35+ listeners have developed sophisticated taste profiles and strong genre loyalty. Win them over with one title, and you've likely gained a loyal listener for your entire catalog.

How different age groups find new audiobooks to enjoy

Search leads the charge for mature listeners—all age groups from 35 to 60+ consistently head straight to author names on Spotify. Meanwhile, our under-24 listeners enjoy exploring, discovering new audiobooks through Spotify's homepage, charts, and social media (particularly TikTok). Readers 28-34 rely heavily on book blogs and bestseller lists to find their next listen.

Author takeaway: Meet your potential fans on their favorite discovery channels. Build a presence on social media to catch under-24 listeners (you can easily create stunning promotional visuals for Instagram, Facebook, and other platforms with Promo Cards).

Connect with book bloggers for reviews, interviews, and guest posts, as their readers in the 28-34 range trust their recommendations and actively seek out new titles through these channels.

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The insights we shared tell a thrilling story about how listeners are discovering and enjoying audiobooks on Spotify. But that’s just the beginning.

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