From Author Earnings:
Print bookselling remains artificially silo’d by country even today, for variety of legacy historical and logistical reasons. But by contrast, the global ebook marketplace is a seamlessly international one.
For authors, selling an ebook to a reader in a different country is just as easy as selling to a reader in your home country. Barriers to reaching an international audience no longer exist.
Today, with the click of a button, any author can start selling any title they wish simultaneously in 12 country-specific Amazon stores, 36 country-specific Kobo ebook stores, and over 40 country-specific Apple ebook stores.
As of yet, most of these non-English-language ebook markets are still fairly early-stage. But that’s not true of the four other major English-language markets outside the US. In those markets, too, as we’ll see, a substantial share of all new-book purchases has already gone digital. And, as we’ll also see, untracked, non-traditional suppliers make up a high percentage of ebook sales in those countries as well. Which means that these other digital markets have also been consistently underestimated and under-reported by traditional publishing-industry statistics.
. . . .
So this time, we rolled up our sleeves and basically went for the whole enchilada:
- The top five English-language countries
- The fifteen largest ebook stores
- 750,000 top-selling ebook titles, in all genres and categories.
- All of it calibrated against 700,000 points of raw, unfiltered daily sales data, from over 20,000 distinct ebook titles across all 15 stores.
When we were done, we were looking at the most comprehensive international picture of English-language ebook sales available anywhere.
. . . .
Print Book Sales
all book sales
U.S.A. 325,700,000 675,000,000 487,298,000 42% U.K. 65,400,000 187,500,000 95,623,000 34% Canada 36,500,000 50,500,000 26,017,000 34% Australia 24,500,000 56,400,000 22,463,000 28% New Zealand 4,600,000 5,300,000 *1,306,000 20%* 5-Country Total: 456,700,000 974,700,000 632,707,000 39%
. . . .
U.S.A. 406,000,000 44,041,000 1,246,000 19,395,000 U.K. 84,029,000 7,201,000 1,132,000 – Canada 14,892,000 3,760,000 6,479,000 – Australia 13,604,000 6,694,000 1,399,000 – New Zealand * 831,000 416,000 – 5-Country Total: 518,526,000 62,527,000 10,672,000 19,395,000 % of Total: 82% 10% 2% 3%
- Unsurprisingly, Amazon is the majority retailer in just about every market.
- But in Canada and Australia, Amazon is a lot less dominant than in the US and the UK.
- Taken all together, Amazon accounts for more than 80% of English-language ebook purchases, Apple another 10%, Kobo 2% and Nook 3%
- The remaining 3%–ascribed to GooglePlay and all remaining channels–is most likely overly optimistic. Their true share might well be even lower.
. . . .
- Self-published indie authors are verifiably capturing at least 24% – 34% of all ebook sales in each of the five English-language markets; it’s not just a US-only phenomenon. When you also include the uncategorized authors, the vast majority of whom are also self-published, the true indie share in each market lies somewhere between 30% – 40%.
- Indies are competing particularly well in the Canadian and Australian ebook markets, nearly approaching the level of dominance they currently hold in the US.
- The Big Five, on the other hand, are letting themselves progressively get squeezed out of nearly every English-Language ebook market. They make up only 38% of Canadian ebook purchases, and that’s the country where they are holding their ground best; in the US, the Big Five now account for barely 26% of all ebook sales.
- Amazon Imprints have made the most market headway in the US. Despite being single-retailer exclusive to Amazon Kindle, the dozen or so Amazon “house” publishing imprints between them account for 14% of all US ebook sales, 10% of all UK ebook sales, and 8% of Australian ebook sales. In Canada, the Amazon Imprint footprint is a much more modest 3% of all ebook sales, largely due to the substantial shares of the overall Candian ebook market held by Kobo (25%) and Apple (14%).
Link to the rest at Author Earnings