[Adaptation of Post with permission of Lemery House Press.]
You’ve poured heart and craft into your audiobook. It’s out in the world—on platforms big and small. But here’s the question: Do you know where it lives? Not just where it’s available, but how it’s being discovered, who it’s reaching, and why that matters.
Welcome to a behind-the-scenes look at audiobook distribution—and why authors and small publishers alike should get cozy with the platforms where their stories land.
Why Knowing Your Audiobook Market Matters
If you’re an indie author or micro-publisher, every decision—from production to promotion—has a ripple effect. Understanding where your audiobooks are distributed isn’t just an admin task; it’s part of your marketing, audience-building, and income strategy.
Different platforms serve different kinds of listeners. Some prefer ethical consumption. Some want unlimited borrowing. Some shop big retailers out of habit. Knowing the difference helps you:
-Craft targeted promotions
-Choose keywords and messaging that match each listener base
-Avoid overreliance on a single marketplace (hello, diversification!)
-Understand your royalty model and set expectations
Let’s look at six key platforms and what they offer.
Where Your Audiobook Might Be—and What That Means
Barnes & Noble (BN.com / Nook Audiobooks)
Location & Market: U.S.-based with a loyal retail audience
Great For: Listeners who buy through the BN ecosystem or Nook
Pro Tip: If you’re doing a book event, signing, or cross-promo with physical bookstores, this is a platform worth featuring.
Libro.fm
Location & Market: U.S., Canada, UK, Australia, New Zealand
Great For: Ethical consumers and indie bookstore fans
Why It Matters: Libro.fm gives a portion of each sale to a local bookstore of the listener’s choice.
Pro Tip: When marketing to values-driven readers, highlight your Libro.fm link. It’s a goodwill builder and a revenue stream.
Storytel
Location & Market: Sweden-based; distributed globally, with strong reach in Europe
Great For: International listeners and subscription-based access
Pro Tip: Want to build a wider audience outside the U.S.? Storytel helps you get there—especially in Nordic, Germanic, and Eastern European markets.
Kobo (Rakuten Kobo)
Location & Market: Global, with dominance in Canada and strong reach in Asia-Pacific
Great For: Listeners outside the U.S., or eBook readers who also purchase audio
Pro Tip: If you sell eBooks on Kobo already, link your audiobook to create bundles or dual-format promotions.
Hoopla
Location & Market: U.S. and Canadian libraries
Great For: Library users, students, and casual listeners
Why It Matters: Your audiobook can be accessed for free by listeners—and you still earn revenue via a per-checkout payment from libraries.
Pro Tip: Check if your title is live in Hoopla, then tell your audience. “Ask your library for this audiobook” is a powerful message.
Google Play Books (Audiobooks)
Location & Market: Global, part of the Google ecosystem
Great For: Android users, podcast listeners, and buyers who avoid Amazon
Pro Tip: Include Google Play in your links when reaching global listeners or tech-forward users.
Quick Tips for Getting Strategic
Track Your Links.
Use a tool like Books2Read or Linktree to offer one clean, clickable menu of platforms.
Match Messaging to the Audience.
Library listeners respond to discovery and accessibility. Libro.fm fans care about supporting bookstores. Kobo and Storytel users may respond to global or genre-specific cues.
Don’t Assume Audible is Everything.
Audible dominates, yes—but it isn’t the only game in town. Especially not for indie-friendly, library-accessible, or international growth.
Highlight Platform-Specific Benefits.
Instead of saying “Listen anywhere,” try:
- “Support indie bookstores—listen on Libro.fm”
- “Borrow for free with your library card—find us on Hoopla”
- “Streaming in 25+ countries—available on Storytel”
writersaudiobookclinic.com 