2021 Book Sales Analysis by Our Site
Digital had taken over, big time, since the pandemic hit. The book industry was no exception. While physical bookstores struggled, self-publishing platforms thrived thanks to the increasing demand for ebooks and audiobooks. Here's a lowdown on the book market trends in 2021, based on data from over 20,000 authors and publishers on a popular self-publishing platform.
Behind the Scenes
The analysis spanned from January to November 2021, with sales data from various stores still pending.
The Big Picture
- The book market is worth a hefty $150 billion worldwide.
- Print book sales grew by 5.5% in the U.K. in 2021, thanks to print-on-demand technology, as most bookshops were closed.
- Shockingly, ebook and audiobook sales skyrocketed by more than 30% during this period!
Sales performance on our website
The website's book sales nearly doubled in 2021 compared to 2020. What's more, the average sales for independent authors and publishers on the platform shot up by a whopping 85% in 2020! This growth can be attributed to an increase in authors and publishers joining the platform, as well as a surge in digital formats like print-on-demand and audiobooks, and a higher number of book releases.
Bestselling Categories
Fantasy, Romance, Erotica, Business, Comics, Self-help, Psychology, and Thrillers were the top-selling categories based on sales value. However, Light Novels, Comics, Fantasy, Action & Adventure, and Art offer significant growth opportunities. It's interesting to note that traditionally print-heavy genres like Comics and Art are now increasingly opting for digital formats. The trend towards ebooks and audiobooks is likely driven by ongoing economic uncertainties and the convenience provided by print-on-demand.
Worldwide Reach
Authors and publishers on the platform are truly global, with 40% based in the United States and the rest scattered across countries like the U.K., Hungary, Singapore, Romania, Germany, Canada, Australia, and France, among others. The website also collaborates with local retailers to cater to regional audiences. The platform's growth prospects are highest in the U.S., the U.K., India, Serbia, Austria, Germany, Russia, Sweden, Norway, Canada, and Australia.
Bestselling Store Types & Retailers
Digital book sales fared well across all markets. Retail stores and subscription stores saw the most significant growth, with retail stores experiencing a 164% increase and subscription stores a bump of 27%, particularly in audiobook formats. Libraries also saw 17% growth. However, libraries tend to make their biggest library orders at the end of the year, so 2022 is expected to see an even bigger boost.
In terms of individual stores, Amazon was the standout performer, with a significant increase in both book and audiobook sales. Publishers also started selling on Amazon via the platform.
Top Digital Book Formats
audiobook sales soared by 320% in 2021, while print-on-demand book sales grew by 258%. Major audiobook stores like Google Play Audio, Storytel, Kobo Audio, and Findaway were part of this rapid growth. With a growing number of audiobook platforms emerging on the market, competition is heating up. The actual value of book sales, however, is still lower compared to ebook sales.
In print-on-demand, Amazon Print led the pack, with Ingram's performance yet to be included, as our partnership started in late September 2021. The print-on-demand market is expected to expand even more in 2022.
International Publishers
Most of the bestselling publishers on the platform are based in the United States. However, Europe boasts significant talent, with top publishers coming from Hungary, Romania, France, and Germany. English-speaking countries like Canada and Australia are also represented in the top ten list. The Indian market offers promising growth opportunities.
Marketing Strategies
publish their books in multiple formats (ebook, audiobook, and print-on-demand) for maximum reach. Continuing to publish new books, including book series, also helps boost sales. Experimenting with Amazon Ads, even with a small budget, is recommended.
Focus for 2022
Whether you're a new author or publisher, consider focusing on trending genres. The U.S. and Indian markets showed strong performance in 2021. Don't forget to self-publish in various formats, stores, and countries for the best results.
Give our platform a try with its free plan or browse available stores to start your self-publishing journey today!
- As the demand for digital formats continues to grow, authors may consider venturing into education-and-self-development or entertainment genres, as they were among the top-selling categories in 2021.
- The advancement in technology, including print-on-demand and audiobook platforms, provides opportunities for finance-centric authors to explore and publish their works in digital formats, potentially reaching a wider audience and increasing sales.
