Audible is starting to test ads in its audiobooks. What are the company’s plans for this?
Amazon-owned Audible has begun advertising in its audiobooks, potentially indicating a big change in the industry. The company says it is “conducting limited testing”on a small user base with this ad, and ads are restricted to non-payers, giving them ad-supported “access to a limited catalog”of titles. Currently, these ads do not seem to affect paying subscribers.
Audible begins testing ads in its audiobooks
Ads play when audiobooks, podcasts, and Audible originals are played. The company explains that vendors have been informed of this change and that they have the option to opt out of this advertisement. Audible also specifies that no more than eight pubs will be played in a 24-hour period, no matter what you listen to. This sounds pretty reasonable, but it sets a worrying precedent for many advertising-allergic customers.
As to why this test was created, there is no answer on the company’s man page other than a few rather nonsensical keywords: “Audible is constantly working to optimize how we offer our audio programs to listeners, wherever they are. From time to time, Audible tests new products and services to keep up with the ever-changing needs of our customers and partners.” This deserves an answer!
What are the company’s plans for this?
Does this mean there will be an ad-supported subscription offer? Who knows!
Customers have had time to get used to paying for their audiobooks in exchange for no advertising at all, but that may be changing. A few years ago, Spotify bought audiobook distributor Findaway for $119 million, and a year later, former content manager Don Ostroff suggested that the company wants to “integrate ad monetization into its audiobooks.”