We’re all ears: The time is right for Arab storytellers to embrace audiobooks

For centuries, Arab storytellers and poets have been master orators, able to mesmerize their audiences with splendorous tales and poems. In modern times, lovers of the written word are increasingly being lured by fantastic audiobooks that promise to captivate listeners with stories told with unforgettable verve.

As people are increasingly pressed for time, carving out the time required to settle down and read a book can be quite the challenge. Audiobooks offer a convenient, yet delightful, way to interweave a love of books with daily activities such as exercising, commuting or performing chores.

The audiobook industry is flourishing. Experts estimate that the value of the global audiobook market is expected to skyrocket from $4.15 billion in 2021 to a whopping $33.5 billion by 2030, an estimated annual growth rate of 26.5 percent.

In the MENA region the market for audiobook publishing is also gaining momentum, thanks to enhancements to broadband connections and a proliferation of exciting titles and talented narrators.

Testament to this bright future is the acquisition of the Arabic audiobook company Kitab Sawti by Storytel. Storytel describes itself as Northern Europe’s No. 1 streaming service for audiobooks, with a library of more than half a million audiobooks and e-books, and more than 1.2 million paying subscribers.

Prior to the acquisition, Kitab Sawti was a rising force in the regional audiobook market, with the company boasting of an impressive catalog of 2,500 titles, including 80 per cent of bestselling books in the region, including “Granada” by Radwa Ashour, “Celestial Bodies” by Jokha Alharthi, and “The Scents of Marie-Claire” by Habib Selmi.

Kitab Sawti and Storytel Arabia say that their combined Arabic library includes more than 5,000 audiobooks, which they describe as the largest Arabic audiobook collection in the world.

Another exciting case study is Spotify’s recent acquisition of Findaway Voices, a digital audiobook distributor that, uniquely, allows independent authors to create and publish their own audiobooks using innovative tech tools.

Selecting modern bestsellers and classic Arabic book titles and converting them to an audiobook format that is as riveting as the printed word is an obvious first stage.

Sara Al-Mulla

Additionally, authors can use the platform to audition and hire narrators and secure the services of professional audiobook producers. The average audiobook created through Findaway Voices in this way contains about 50,000 words and costs between $1,000 and $2,000 to produce.

As listeners increasingly navigate the exciting territory of digital audiobook publishing, it is important that the publishers work to capture the imagination and attention of audiences in the Middle East and North Africa region.

First and foremost, they should strive to build an excellent library of Arabic audiobooks that cater to all age groups, geographies and genres. Selecting modern bestsellers and classic Arabic book titles and converting them to an audiobook format that is as riveting as the printed word is an obvious first stage. It will also be important to consider translating global bestsellers into Arabic-language audiobooks.

A vital ingredient that makes an audiobook exceptionally engaging and hypnotizing is the mastery of the narrator. Thanks to the casting of some fantastic, high-profile narrators, coupled with excellent soundscape production values, listening to a quality audiobook is a sheer delight. There is already an abundance of English-language titles read by acclaimed actors to enthrall listeners, such as “The Lord of the Rings” trilogy narrated by Andy Serkis, “Sherlock Holmes: The Rediscovered Railway Mysteries” read by Benedict Cumberbatch, and “Geneva” narrated by Richard Armitage.

The MENA region has an impressive talent base of its own just waiting to be tapped for audiobook narration. Ideally, narrators should have a background in acting, which allows them to hone the skills needed to deliver mesmerizing narration, create voices for the characters, perform accents and, of course, build the stamina needed to read aloud for hours on end.

In tandem with the production process, it is vital that regulators enact stringent laws to protect the intellectual property rights of authors and narrators.

With the increasing importance of digital technologies, it is also imperative that publishers craft appealing marketing campaigns and promotions to expand their audiences. Launching an attractive and compelling online platform and app is the most convenient way to become a fixture on people’s computers and mobile phones. This also addresses the complex issue of distribution, a key issue in the MENA region due to logistics and pricing issues.

The most popular platforms currently include Amazon’s Audible service, Blinkest, Spotify and Storytel. The growing number of platforms compete for subscribers by promoting their strengths and attractive offers, including library size, pricing policies and subscription services that grant access a set or unlimited number of audiobooks for a fixed fee each month.

Critically, platforms compete with each other based on their audiobook collections, including bestselling titles and, increasingly, exclusive or original titles. Investing in quality productions that make listening to the audiobook an unforgettable experience is key to securing regular listeners and recurring subscriptions.

On that note, there is also a fantastic opportunity to expand the range of audiobook titles aimed at children, given that they are particularly receptive to oratory and interactive learning. The children’s market is projected to grow faster than any other audiobook sector, with a predicted 29 per cent annual growth rate.

Audiobook platforms typically employ creative marketing strategies to attract audiences and keep them engaged, including free sample chapters, reviews, and the chance to build a personalized library of favorite titles. Publishing a dedicated blog that includes interesting interviews and features such as ideas for thematic collections is another another way to keep audiences informed about the latest audiobook developments and titles.

The next few years will shed more light on the growth of the fascinating landscape of audiobook publishing. Publishers in the region should explore the many creative approaches to the sector and partner with talented narrators to deliver the kind of wonderful, quality content that listeners are eager to listen to.

The market has so much potential and we can’t wait to hear how it develops.

• Sara Al-Mulla is an Emirati civil servant with an interest in human development policy and children’s literature. She can be contacted at www.amorelicious.com