Audible, owned by Amazon, is experimenting with ad-supported access to certain titles for non-members on its assistance page. However, TechCrunch reported that the test excludes premium subscribers. Marketing Brew broke it.
The move suggests the corporation is considering ad-based membership. Audible wouldn’t discuss plans.
Audible Originals and podcasts are tested. Audible claims the test applies to a small portion of its titles. Content providers were informed and allowed to opt out of advertisements. However, test participants will hear eight adverts every day. Audible claims it has added procedures to limit ad frequency.
“Audible is devoted to continually enhancing how we provide audio programs to listeners everywhere,” the company’s test assistance website states. “Audible evaluates new goods and services to learn about our consumers and partners’ shifting needs.”
Audible said it’s testing in many locations but didn’t say which. As the help page was published on the company’s U.S. website, the U.S. is one of these regions.
The $7.95-per-month Audible Plus subscription includes Audible Originals, audiobooks, sleep tracks, meditation programs, and podcasts. Audible Premium Plus costs $14.95 and includes everything in its Plus plan plus one title each month from an expanded selection of top sellers and new releases. To compete with other audiobook firms, including newcomers like Spotify, Audible may launch a cheaper, ad-based subscription option.
Spotify purchased digital audiobook provider Findaway in 2021, entering the audiobook market. Last year during Spotify’s Investor Day event, Chief Content Officer Dawn Ostroff claimed the streaming service was “looking at introducing ad monetization into audiobooks.” However, the business hasn’t provided any further specifics since then.
Audible tested advertisements a few years ago but didn’t launch them.