![]() DSPs though, represent the opportunity to mainstream the proposition – something that Deezer identified many years ago by becoming the first DSP to integrate audiobooks. In many respects, Audible never really managed to push the format out of its niche foundations, with weekly active user (WAU) penetration still stuck at around 10% (Q1 23). Listening surged, including of podcasts, but as normal life slowly returned, audiobook consumption dipped again, though to a higher point than pre-pandemic levels. Audiobooks had been around for a long time already, with Audible leading the charge, but it was the sudden increase in non-allocated time that people found themselves with that triggered a coming of age for the format. The pandemic was a catalyst for audiobook consumption. Audiobooks are the completely natural and logical progression for Spotify (and other DSPs), but they are also another waymarker in the journey away from being a pure play music service. As with all change, when it sits in an extended period of transformation, its immediate impact is often under-recognised. ![]() This has been achieved with the steady addition of non-music content (podcasts and audiobooks especially) and a growing emphasis on programmatic lean back consumption. ![]() Spotify’s announcement that it is making 15 monthly audiobook hours available to premium subscribers is simply the latest step in a journey that has seen streaming become the 21 st century’s take on radio. Streaming has come a long way since its days as a pure music service for super fans.
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