The audio landscape has undergone a seismic shift with the meteoric rise of audiobooks, captivating audiences with immersive storytelling experiences. As well as podcasts growing more and more important, especially for younger audiences. In this final panel debate, Andrea Zuska, SVP Content Strategy at RTL and Constance Parpoil, Head of Catalogue Management and Strategy at Storytel unravel the market trends, give consumer behavior insights, and dial into the intriguing interplay between audiobooks and podcasts.
“Podcasts and audiobooks complement each other” – Andrea Zuska, SVP Content Strategy at RTL
“Podcast and audiobooks are redefining itself” – Constance Parpoil, Head of Catalogue Management and Strategy at Storytel
Demographic insights gleaned from our panel debate reveal intriguing patterns. While audiobook enthusiasts tend to skew older on average, podcasts are witnessing a surge in popularity among the 50+ demographic. Preferences also vary by genre, with true crime and news podcasts resonating strongly with older listeners, while younger audiences gravitate towards comedy, soap operas, and lifestyle content. The typical listener of an audiobook was described as a middle-aged women in an urban area.
“The beauty of an audiobook is that you can make a non-reading moment a reading moment” – Constance Parpoil
Even though the voice is the unique selling characteristics for podcasts and audiobooks alike there tends to be a difference. Unlike podcasts, which often hinge on charismatic hosts, audiobooks draw listeners in with compelling narratives, regardless of narration quality.
All in all Parpoil and Zuska underscore the potential for cross-pollination between podcast and audiobook audiences, facilitated through platforms. The future of audiobooks and podcasts appear promising, offering a rich tapestry of storytelling experiences for audiences of all ages and interests.
