The playbook behind Spotify's audiobook expansion

My newsletter: https://simonowens.substack.com/   For years, the audiobook industry was defined by a single dominant player and a purchasing model that asked listeners to commit to an entire book before they knew whether they would enjoy it. Spotify is betting that there's a better way. By folding audiobooks into its subscription service and using the same discovery engine that powers its music and podcast recommendations, the company is trying to transform audiobooks from a niche product for avid readers into a mainstream entertainment format. Duncan Bruce, Spotify's director of audiobooks partnerships and licensing, has been at the center of that effort, working with publishers to build the company's licensing strategy and expand its catalog from 150,000 titles at launch to more than 700,000 today. In this interview, Bruce explained how Spotify convinced publishers to embrace a radically different distribution model, why casual sampling is unlocking new audiences for authors, and how the company is using AI and product innovation to make audiobooks more accessible without replacing human creativity.