the global ebook market: developments, trends, strategies
DESCRIPTION
A comprehensive presentation on the state of the global ebook market from the author of The Content Machine. From major trends like successful apps and pricing experiments, to the scale of markets as different as the USA and China, this presentation to a group of senior Malaysian publishing executives puts ebooks and digital publishing in context.TRANSCRIPT
The Global Ebook Market: Developments, Trends, Strategies
Michael Bhaskar, Profile Books, 04.2013
First, some background...
And some context
But ebooks ≠ disruption
UK Publishing
Headline figures
• Total sales: £3.2bn• Digital sales: £243m in
11/12 and growing• Home physical sales:
£1.7bn (down 5%)• Export physical sales:
£1.2bn (down 3%)• Receipts from rights and
coeditions: £137m
Digital specific
• Second to the US in terms of adoption of ereaders
• For trade publishers ebook revenue accounts for circa 15% of the total – and still growing, albeit more slowly than last year
• The Amazon Kindle system is absolutely dominant – probably has 85-90% of the market
Key features
• Fiction is the dominant format for ebook sales• Many fiction titles published in the UK sell more as
ebook than print book; BUT what sells in ebook, sells in print
• Non-fiction remains at around the 10% market• Children’s books are unpredictable • Tablets are overtaking ereaders• December, January, February biggest months but
summer holiday reading always big• Devices are cheap (£60-100), popular for presents
The most important thing has been building robust digital workflows: process, conversion, metadata, distribution, team
Europe
• Germany most digitally reading nation in Continental Europe – but still under 5%
• France, Italy and Spain also have localised Kindle stores but growth is slow (still only 2% of total turnover is digital)
• Much of Europe has fixed book prices which holds back ereading; cultural resistance
• Some attempts at local ebookstores e.g. FNAC• Spanish and German pubs have grouped together
Australia
• High prices, difficulties of distribution mean big ebook traction in Australia
• Good balance between Kindle, iBooks and Kobo
USA
• By far the largest digital market – multibillion dollar ebook industry
• For many publishers accounts for 25% of total turnover: including the Big Six
• Kindle and the Barnes & Noble Nook (bricks and mortar strategy) biggest players
• Similar download profile to UK • Ready finance and investment• Strong ecosystem of publishing, technology and
investment creates virtuous circle
Trend 1: Platform dominance
Trend 2: Pricing changes
Agency
Retail
Trend 3: Apps that Work
INNOVATIONWe have to rethink everything. The product, the business model the marketing the process
Trend 4: Paracontent
“Spreadable media is media which travels across media platforms at least in part because the people take it in their own hands and share it with their social networks.”
Henry Jenkins
Marketing becomes content
Content becomes marketing
Trend 5. DRM and licencing
Lots of questions – about copyright, piracy, disintermediation and the ability to create value in new contexts Open access – a new model for publishing?
WHAT IS CHANGING?
Content is changing. Producers are changing. Markets are changing. Marketing is changing. Business is changing. Readers are changing.
But this
Not this
But with some of these on the way...