Listen to the words and no longer just read them: by now we have learned to appreciatequality audio entertainment. After podcasts and audio series now also the audio books are an integral part of our days: a research by NielsenIQ commissioned by Audible, the Amazon company among the major players in the production and distribution of this type of content, which celebrates its first 5 years by unveiling the rankings of the most listened to (found in the gallery above) and outlining the profile of a audio player increasingly cultured, eclectic, hungry for novelty.
In the last audiobook listeners grew 11% compared to 2020: 10 million people, already big fans of podcasts, and in most cases Millennial. 54% of audiobook listeners are between 25 and 34 years old, and mostly live in Central Italy, where 51% of the audience is concentrated. By far the cities where Audible is used the most are Rome, Milan and Turin (the same ones in which children’s content and audio books related to LGBT issues are most listened to).
In the year that more than others we spent at home due to the pandemic, the favorite place to listen to audio books could only be the home: 78% of Italians in fact declared that they listen to them at home, even if the audience ratings in the car and on public transport increase – albeit slightly – to 20% and 14% respectively, compared to 14% and 12% in 2020.
Furthermore, listening lasts on average half an hour, it is mostly evening and lonely (in 83% of cases), and the few who share it do so with their children (35%). The reasons why you listen to audiobooks? To relax (in 46% of cases), broaden horizons (23% of Italians) and make up for the inability to read (+ 4% compared to 2020). In fact, almost half of Italians listen to audio books while doing something else. As for the genres, the favorites remain essentially the same compared to the past: classics (32%), followed by thrillers (28%) and fantasy and science fiction books (23%).
Francesco Bono, Content Director Audible.it, commenting on the study, said “Five years have passed since the arrival of the Audible service in Italy and we are really happy to see that among the habits of Italians, every year more and more, audiobooks, podcasts and audio series are welcomed, the three formats main of the spoken audio. With Audible we continue to invest to make our catalog more complete and interesting. The arrival of important authors in audio, such as Alberto Angela, Roberto Saviano and the winner of the last Strega Sandro Veronesi has helped to bring many new people closer to listening as a form of enjoyment of culture, but a lot is also due to the skill of voices and authors who have made the history of Audible as Matteo Caccia or the unforgettable John Peter Sloan for podcasts, or even JK Rowling and Elena Ferrante for audio books “. In the gallery above the rankings of the most listened to audiobooks
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