The Audiobook Market and Its Adaptation to Cultural Changes

Abstract

In recent years, audiobooks have become more popular in the book industry despite the common misconception that listening is less beneficial than reading a physical book. Marketers used technology as a channel to target consumers and convince them to listen to the audiobook for multitasking and productivity purposes. Through transmedia, author branding and influence culture, the audiobook market has proven its elasticity in response to the coronavirus pandemic. It was assumed that audiobooks would not perform as planned in 2020 since COVID-19 seized most travel; therefore, consumers stopped listening to audiobooks as part of their travel routine. Instead, digital audiobooks continued their upgrowth trajectory and thrived as a method of relaxation during the pandemic.