Finland’s 2020: Audiobook Sales Doubled, Ebooks Up 84 Percent

From Publishing Perspectives:

As we continue to receive assessments from various international markets of coronavirus COVID-19 pandemic impact in 2020, Tiia Strandén at the Finnish Literature Exchange, FILI,  has provided Publishing Perspectives with a report from the Finnish book market.

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“While sales of printed books increased by just 2 percent” in Finland, the report tells us, “demand for audiobooks and ebooks was far greater, leading to an overall increase in trade book sales of 12 percent over 2019 figures.”

Audiobooks did particularly well, even over what’s described as strong growth for several years prior to the pathogen’s outbreaks.

In 2020, audiobook sales in Finland “more than doubled,” the report says. “While many Finns commuted less than before as they switched to working from home, they also focused on exercise and spending time outdoors, which provided more opportunities to listen to audiobooks,” per the report’s text. This brought audio up to “nearly a fifth of trade book sales” last year.

What the FILI information says was “most surprising of all in 2020” was a “whopping 84-percent increase in ebook sales. “Ebooks made up only a small share of the total market,” the report clarifies, and a smaller share than audiobooks, “but that growth far outstripped their previous year-over-year increase of 32 percent.”

One dynamic behind the advances in ebooks in Finland is thought to have been an expansion of subscription book and audio services. And the entry point—not surprisingly in the audio-friendly Nordic markets—was on the audio side. “While people usually sign up for these services in order to access audiobooks,” the report points out, “ebook libraries are included for the same fee. The ease of swapping between audiobooks and ebooks helps to diversify usage across formats.”

All of this added up to something of a leveling effect between fiction and nonfiction. “Among printed books,” the report says, “nonfiction represents a larger segment than fiction. In audio and ebook formats, however, fiction is bigger, and the gap grew even further in 2020, as sales of fiction ebooks and audiobooks increased more than sales of nonfiction in the same formats.

“Sales of printed fiction titles increased by 11 percent last year, while sales of printed nonfiction decreased by 6 percent.”

Link to the rest at Publishing Perspectives