Spotify Enters Audiobook Market with Storytel Partnership

Spotify Expands Audiobook Access Through Storytel Partnership

Spotify is broadening its presence in the audiobook market, but through a unique collaborative approach. The company has announced a new partnership with audiobook provider Storytel. This collaboration will enable current Storytel members to connect their accounts to Spotify, granting them access to their audiobook library directly within the Spotify application.

This partnership represents the initial significant demonstration of the capabilities of Spotify’s recently launched Open Access Platform (OAP). The OAP is designed to provide content creators and publishers with expanded avenues for reaching their audiences.

Introducing the Open Access Platform

Spotify initially discussed the Open Access Platform during its Stream On event earlier in the year. This event also outlined plans for features like paid podcast subscriptions and Spotify HiFi. The platform allows publishers and creators to deliver content to their existing subscriber base via Spotify streaming.

Storytel is the first major publisher to utilize the OAP. Ben Thompson of Stratechery has also indicated his use of the platform.

Maintaining Creator Control

The technology underpinning the OAP supports the use of a creator’s or publisher’s established login systems. This ensures they retain direct control over their relationship with their audience. For instance, a paid podcast service can leverage the system to stream content to its current subscribers.

In Storytel’s instance, the content offered is audiobooks, rather than podcasts.

Storytel's Perspective

“Our goal is to make exceptional stories accessible to everyone, and Storytel currently provides over 500,000 audiobooks globally, spanning 25 markets,” stated Jonas Tellander, Storytel’s founder and CEO. “Collaborating with Spotify will simplify access to remarkable audiobook experiences and exciting authors for our customers. We also anticipate the opportunity to reach new listeners on Spotify who have yet to discover the appeal of audiobooks.”

Storytel and Spotify: A Comparison

Storytel, a competitor to Audible, provides audiobooks in multiple languages, including English, through a fixed monthly subscription (approximately $20/month, varying by region). Its unlimited access model may be more advantageous for listeners who consume more than one audiobook monthly.

Traditionally, Storytel users access content through their dedicated mobile app for iOS or Android.

According to a Reuters report, Storytel currently has 1.6 million subscribers. Spotify, in comparison, boasts 356 million users, including 158 million subscribers across 178 markets.

Integration Details

The integration is scheduled to launch later in 2021. Storytel subscribers will be able to link their accounts and stream audiobooks through Spotify. Currently, Spotify has no plans to actively promote Storytel subscriptions within its app.

However, during the account linking process, users will be directed to sign up for a Storytel subscription if they do not already have one.

Spotify’s Previous Audiobook Ventures

Prior to the Storytel partnership, Spotify had experimented with audiobooks. In January, the platform began testing the format with classic titles like “Frankenstein,” “Jane Eyre,” and “Persuasion,” featuring celebrity narrators.

Previously, Spotify also offered the first “Harry Potter” book, with chapters narrated by prominent figures such as Daniel Radcliffe, David Beckham, and Dakota Fanning.

Future Expansion of the OAP

Spotify has announced that additional partners for the Open Access Platform will be revealed this summer.