By the Numbers: Recent Consumer Surveys Show Libraries Play a Critical Role in Mainstreaming Audiobooks
Have you borrowed digital or physical audiobooks from your library?
Free audiobooks through the library increase accessibility to this increasingly popular format.
It is no secret that the audio medium in the world of literacy has been on the rise over the last ten to fifteen years, with data from the Audio Publishers Association in 2024 showing that “more than half the US population 18+ has now listened to an audiobook.” They have consistently proven to be valuable tools for learning, accessibility, and entertainment.
But what factors drive this sustained interest in audio — and how are libraries nationwide contributing?
EveryLibrary recently completed its eighth Freckle Project nationwide survey, which seeks to learn about the reading habits of the American population and reflects the APA’s success results. The survey showed that in 2019, only 4 percent of respondents said they listened to audiobooks, with the number jumping to 11 percent in 2024 and peaking in 2022 at 16 percent.
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While ebooks are still in the lead by 27 percent as of April 2024, there’s no denying that audiobooks have gained a devoted following nationwide, thanks to libraries playing a major role in free accessibility and inclusivity for the general public with apps such as Libby and Hoopla syncing directly with one’s library card. Hard not to like something people from all walks of life can access with just a few clicks and free wifi access.
“According to the APA Audiobooks and Public Libraries 2023 Survey Report, 46 percent of audiobook listeners reported borrowing a digital audiobook from the library in the past year,” shares Michele Cobb, Executive Director of the Audio Publishers Association (APA) and Publisher of AudioFile Magazine. “Audiobook listening has been rising in the U.S. for a year in part due to technology, multitasking, and the need to relax and the desire to get away from screens — consumers consistently report the use of audiobooks for these reasons.”
Some key statistics from the APA 2024 Consumer Survey found that audiobooks, in general, are more mainstream, with 38 percent of Americans reporting having listened to an audiobook in the past year — an increase from 35 percent in 2023. In libraries, digital audio out-circulates physical audio for both adults and children, and physical audiobooks in the form of CDs are more popular with children and young adults versus adults.
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Most libraries will continue to collect physical audio over the next two years in an attempt to accommodate as wide an audience as possible, with only 4 to 5 percent opting to completely phase out physical purchases as of August 2023.
“Libraries are excellent for format, title, and author discovery,” adds Cobb, noting their crucial role in the future of the audiobook industry.
Cobb says the popularity of the audio medium and smartphones are closely aligned, as well as the desire for adults to have less screen time for themselves as well as their children. In a world with increased demands on our time, the multitasking benefit of audiobooks cannot be overstated.
For instance, yours truly stays sane zipping through the labyrinth of my hometown of Houston, TX, traffic with the dulcet tones of the likes of Gail Shalan or Stefan Rudnicki staving off road rage. Consumers also report listening to audiobooks while exercising and gardening, according to Cobb.
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While it seems like audiobooks are currently an unstoppable force, there are challenges to consider, such as AI voice narration and piracy. APA reports that 47 percent of those who listened to an audiobook in the last year obtained it for free through YouTube “or another file sharing website” even while subscription services like Audible continue their growth, with a reported “63 percent of those who listened in the last year currently subscribing to at least one service.”
However, the library survey suggests that the narrator plays a major factor in whether a patron finishes an audiobook, and AI-voiced projects would “negatively influence a library’s decision to purchase.”
“The biggest challenges [for the audio industry] are realizing the format exists for titles consumers are interested in, and finding those titles in a place they are comfortable and familiar with, whether it be a library or a retailer,” says Cobb.
No need to get on that pirate ship — check this helpful resource to get listening to your current favorite title for free through your local library today!
Visit www.everylibrary.org to learn more about our work on behalf of libraries.
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