Audiobook access is expanding faster than listeners are forming a reason to use it.
The first motion must make books feel personally relevant without turning the Premium allowance into a confusing sales message.
Who you’d be doing this for
“I saw audiobooks in the app, but I still don’t know which one is worth starting tonight.”
Alvaro Ferrari · Premium subscriber
A regular listener in a newly expanded audiobook market who uses the app for music and podcasts but has not begun a book.
What is at stake
Very few eligible Premium listeners are starting audiobooks after access appears in their app. You have to weigh broad awareness against a focused test that reveals why listeners begin a book.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- broad audiobook awareness vs. measurable first-book starts
- global learning speed vs. local cultural relevance
- Premium value clarity vs. promotional urgency
- partner reach vs. clean experiment signals
Why Spotify
Spotify’s newly expanded audiobook catalog needs listeners to move from familiar music and podcast habits into book listening.
Written with these in mind
Not your kind of problem? 14 more at Spotify, or browse every organization.
This is the setup. The work is inside.
Running it puts you in the room: the full situation and its constraints, stakeholders who push back in their own words, and the decisions that are yours to make. What you produce becomes a Day One Plan — work you can show someone instead of describing.