audiobooks in germany - o mercado do audiolivro na alemanha
DESCRIPTION
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.TRANSCRIPT
Audiobooks in Germany– Review of the Situation
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
Review
Jahr 2001 2002 2003 2004 2005 2006 2007 20080
2
4
6
8
10
12
14
16
audio books in Germany: Copies sold
Review
Jahr 2001 2002 2003 2004 2005 2006 2007 20080
20
40
60
80
100
120
140
160
180
200
audio books in Germany: Value
Review
Jahr 2001 2002 2003 2004 2005 2006 2007 20080
0.5
1
1.5
2
2.5
3
3.5
4
4.5
audio books in Germany: customers
Review
Jahr 2001 2002 2003 2004 2005 2006 2007 20080
10
20
30
40
50
60
audio books in Germany: Spendings per cus-tomer
Review
Jahr 2001 2002 2003 2004 2005 2006 2007 20080
2
4
6
8
10
12
14
16
18
20
audio books in Germany: av. retail price
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
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
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
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
The situation in 2009
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
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
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
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
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!
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
Opportunities
Audiobooks are still trailing behind other entertainment media in Germany
0
10
20
30
40
50
60
Wieviel Prozent haben 2008 für das Medium Geld ausgegeben?
Wieviel Prozent haben 2008 fürdas Medium Geld ausgegeben?
57 50 41 40 5
Buch DVD Kino Tonträger Hörbuch
Opportunities
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
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