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Knowledge of subscription: why now is the time to start listening to audiobooks

Knowledge of subscription: why now is the time to start listening to audiobooksKnowledge of subscription: why now is the time to start listening to audiobooks. – Image 1

In the past year, Russia has started a streaming service Storytel audiobooks. We visited the Moscow office of the company and asked the team why they are so sure that listening to books is no less interesting and convenient than to read them.

The story of Swedish entrepreneur Jonas Tellander, which launched streaming service Storytel audiobooks, it is possible to tell in courses for personal growth and business training. Engineer chemical industry for education, Tellander built a successful career in a giant Corporation Roche but then left a prestigious job for the sake of their own business. Desperate to find investors willing to sponsor a promising but risky idea of subscription service of the traditional ways, he went with her on a reality TV show for entrepreneurs, where he proved the validity of his ideas and convinced sponsors to invest in it.

Receiving a million dollars of seed financing, Tellander has developed a streaming platform that already has more than half a million subscribers worldwide.

Now in Sweden, according to the study the most Storytel, share audiobooks approaching 65% of the total volume of the sold literature. Last year Storytel officially appeared in Russia. We talked with those who are doing service in our country, to learn how they want to change the literary market in Russia and often listen to the Russians.

Knowledge of subscription: why now is the time to start listening to audiobooks

Knowledge of subscription: why now is the time to start listening to audiobooks. – Image 2

Audiobooks — this is the real storytelling. The storytelling for so many years, how many years the ability of people to talk to each other. That is, the perception for hearing — the oldest skills of mankind. Of course, the listening text requires some concentration, and some people do not like that the voices that the characters of the works of talking, don’t sound the way you imagine them imagined. It may seem that someone is trying hard to get you in the imagination and the reader’s voice sometimes becomes a real barrier between you and the author’s idea.

However, audio books solve one of the main problems, where people read less than they would like — the problem of lack of time. In this respect, they do not have competitors because you can listen to where you can’t read, while driving, while Jogging, cooking, cleaning, gym and the subway — at any time when hands are full, but not busy head. Storytel result the interesting statistics: 70% of Swedes who are starting to listen to audiobooks, before that, actively not read. Listen easier — the main thing to get used to.

We live in the age of fast food content when the smarter and more well-read I want to be in 15 minutes. Therefore, Storytel believe that streaming is something that will help books to break out into the mainstream.

Subscription is a much more convenient format for the consumption of millions of people that have proved good Spotify Apple Music and other similar services that forever changed the face of the industry. And not only music! Streaming has taken root in the world of film and television (Netflix, Hulu, Amazon Prime) and even in the gaming industry: EA Access has launched and continue to develop it, and Microsoft is actively moving Game Pass, offering to pay for each game separately and for the whole vast library, but once a month.

Knowledge of subscription: why now is the time to start listening to audiobooksKnowledge of subscription: why now is the time to start listening to audiobooks. – Image 3

Same thing with reading. Books are, of course, wonderful, but expensive. When you have 500 rubles, and you want to spend it in a bookstore, you need to be absolutely sure that you’re really going to read it. Annotation on the back cover of this files most often have nothing to say, and no matter how praised the new fashion popular novel writer of literary criticism, you never know for sure, will concur with them in opinion.

It’s like buying albums of unknown bands in iTunes: regardless of that, did you, “an ironic breakthrough album” another freshmen, you have already paid. That’s why people who listen to music by subscription, consume more — they are not tied to their purchases and more. And thus pay less.

This is the concept of Storytel. For 449 rubles a month, which is comparable with the price of the novel in hardcover, you get access to 10 000 of audiobooks in Russian and 60,000 in English. He listened — not like, threw, chose something else. No restrictions. It streaming features Storytel from, for example, Audible is a digital showcase of books from Amazon. Before buying it except that you can read the description and listen to a sample, but in any case you will have to pay for each book and be sure to download it to your smartphone.

Knowledge of subscription: why now is the time to start listening to audiobooks

Knowledge of subscription: why now is the time to start listening to audiobooks. – Image 4

The sea content is captivating, but not everyone is capable of twenty hours listening epic fantasy novel, written in florid language. Even if the reader had a set voice and clear diction. In Storytel understand it, so the library service full and short formats: stories, popular science articles, lectures (a goldmine for students!).

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Got an hour, while riding the subway, but no desire to follow conventional twists and turns of “Game of Thrones”? Listen to a brief history of the Universe. I want the whole day to take in the classic novel by Faulkner or Dostoevsky? Whatever you like! Every month the library adds about a hundred names — there are plenty to choose from. So no one service that offers audio books. You can even Dontsova listen to — nobody will see. Laugh it up: after the release of “Fifty shades of grey” sales of opaque covers for books has grown worldwide!

In addition, Storytel is useful to those who study English. The best way to learn a language is to immerse yourself in the language daily to hear foreign speech, to get used to the sound of the unfamiliar words. Audio books offer just such an opportunity — especially in the Storytel player has the ability to slow down the speech of the speaker, to make it easier to parse words. Or, conversely, speed up, if you want to “swallow” the material as quickly as possible.

Knowledge of subscription: why now is the time to start listening to audiobooks

Knowledge of subscription: why now is the time to start listening to audiobooks. – Image 5

Knowledge of subscription: why now is the time to start listening to audiobooksKnowledge of subscription: why now is the time to start listening to audiobooks. – Image 1

In the past year, Russia has started a streaming service Storytel audiobooks. We visited the Moscow office of the company and asked the team why they are so sure that listening to books is no less interesting and convenient than to read them.

The story of Swedish entrepreneur Jonas Tellander, which launched streaming service Storytel audiobooks, it is possible to tell in courses for personal growth and business training. Engineer chemical industry for education, Tellander built a successful career in a giant Corporation Roche but then left a prestigious job for the sake of their own business. Desperate to find investors willing to sponsor a promising but risky idea of subscription service of the traditional ways, he went with her on a reality TV show for entrepreneurs, where he proved the validity of his ideas and convinced sponsors to invest in it.

Receiving a million dollars of seed financing, Tellander has developed a streaming platform that already has more than half a million subscribers worldwide.

Now in Sweden, according to the study the most Storytel, share audiobooks approaching 65% of the total volume of the sold literature. Last year Storytel officially appeared in Russia. We talked with those who are doing service in our country, to learn how they want to change the literary market in Russia and often listen to the Russians.

Knowledge of subscription: why now is the time to start listening to audiobooks

Knowledge of subscription: why now is the time to start listening to audiobooks. – Image 2

Audiobooks — this is the real storytelling. The storytelling for so many years, how many years the ability of people to talk to each other. That is, the perception for hearing — the oldest skills of mankind. Of course, the listening text requires some concentration, and some people do not like that the voices that the characters of the works of talking, don’t sound the way you imagine them imagined. It may seem that someone is trying hard to get you in the imagination and the reader’s voice sometimes becomes a real barrier between you and the author’s idea.

However, audio books solve one of the main problems, where people read less than they would like — the problem of lack of time. In this respect, they do not have competitors because you can listen to where you can’t read, while driving, while Jogging, cooking, cleaning, gym and the subway — at any time when hands are full, but not busy head. Storytel result the interesting statistics: 70% of Swedes who are starting to listen to audiobooks, before that, actively not read. Listen easier — the main thing to get used to.

We live in the age of fast food content when the smarter and more well-read I want to be in 15 minutes. Therefore, Storytel believe that streaming is something that will help books to break out into the mainstream.

Subscription is a much more convenient format for the consumption of millions of people that have proved good Spotify Apple Music and other similar services that forever changed the face of the industry. And not only music! Streaming has taken root in the world of film and television (Netflix, Hulu, Amazon Prime) and even in the gaming industry: EA Access has launched and continue to develop it, and Microsoft is actively moving Game Pass, offering to pay for each game separately and for the whole vast library, but once a month.

Knowledge of subscription: why now is the time to start listening to audiobooksKnowledge of subscription: why now is the time to start listening to audiobooks. – Image 3

Same thing with reading. Books are, of course, wonderful, but expensive. When you have 500 rubles, and you want to spend it in a bookstore, you need to be absolutely sure that you’re really going to read it. Annotation on the back cover of this files most often have nothing to say, and no matter how praised the new fashion popular novel writer of literary criticism, you never know for sure, will concur with them in opinion.

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It’s like buying albums of unknown bands in iTunes: regardless of that, did you, “an ironic breakthrough album” another freshmen, you have already paid. That’s why people who listen to music by subscription, consume more — they are not tied to their purchases and more. And thus pay less.

This is the concept of Storytel. For 449 rubles a month, which is comparable with the price of the novel in hardcover, you get access to 10 000 of audiobooks in Russian and 60,000 in English. He listened — not like, threw, chose something else. No restrictions. It streaming features Storytel from, for example, Audible is a digital showcase of books from Amazon. Before buying it except that you can read the description and listen to a sample, but in any case you will have to pay for each book and be sure to download it to your smartphone.

Knowledge of subscription: why now is the time to start listening to audiobooksKnowledge of subscription: why now is the time to start listening to audiobooks. – Image 4

The sea content is captivating, but not everyone is capable of twenty hours listening epic fantasy novel, written in florid language. Even if the reader had a set voice and clear diction. In Storytel understand it, so the library service full and short formats: stories, popular science articles, lectures (a goldmine for students!).

Got an hour, while riding the subway, but no desire to follow conventional twists and turns of “Game of Thrones”? Listen to a brief history of the Universe. I want the whole day to take in the classic novel by Faulkner or Dostoevsky? Whatever you like! Every month the library adds about a hundred names — there are plenty to choose from. So no one service that offers audio books. You can even Dontsova listen to — nobody will see. Laugh it up: after the release of “Fifty shades of grey” sales of opaque covers for books has grown worldwide!

In addition, Storytel is useful to those who study English. The best way to learn a language is to immerse yourself in the language daily to hear foreign speech, to get used to the sound of the unfamiliar words. Audio books offer just such an opportunity — especially in the Storytel player has the ability to slow down the speech of the speaker, to make it easier to parse words. Or, conversely, speed up, if you want to “swallow” the material as quickly as possible.

Knowledge of subscription: why now is the time to start listening to audiobooksKnowledge of subscription: why now is the time to start listening to audiobooks. – Image 5

Knowledge of subscription: why now is the time to start listening to audiobooksKnowledge of subscription: why now is the time to start listening to audiobooks. – Picture 6

About offline listening too, no one forgot: you can download all your favorite audiobooks and listen to them without Internet connection. And to put the timer, if you like to listen to something before going to bed: when the time comes, playback will stop automatically.

Knowledge of subscription: why now is the time to start listening to audiobooks. – Image 7

In the Russian Storytel works less than ten people, but in terms of decision-making unit almost independently from the Swedish headquarters. All books are selected by our compatriots with the tastes of Russian readers. From the Swedish side — the funding, concept and technology.

At Storytel there are three factors influencing the selection of books for the service. The first is the most obvious — the popularity, hype, hype. If well sold the paper version, most likely, and in audio format it will be interesting to the audience. Second — the vacancies in the NIS. For example, in the application of intellectual deficit short formats (or erotic literature — have that, too). And the third is the personal conviction of supervisors of the service that the audiobook “off”.

These same people gather for the Russian Storytel unique content. So the service came the series “the Library” with lectures on historical personalities and cultural figures — in the manner of the famous lecture by Dmitry Bykov (which, incidentally, is also in Storytel). The second such project — “Storytelling for students.” It is also lectures, but read known and distinguished Russian teachers.

Perhaps the most interesting format in Storytel — audiojelly — is yet to be launched. The writers create the story, each Chapter of which takes about an hour and comes once a week. Any series of plot-twists, cliffhanger plot and unexpected endings. The closest example — Welcome to the Night Vale, a popular podcast about the life of the fictional town of night Vale, somewhere in one of the American deserts. At some point he began to be so popular that its creators, Joseph Fink and Jeffrey Cranor, went around the country with live performances.

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Start your autoserial we Storytel promise in the fall.

Knowledge of subscription: why now is the time to start listening to audiobooks

Knowledge of subscription: why now is the time to start listening to audiobooks

But now the system works recommendations, similar to the one in Apple Music. On the main application page appears regularly in the collections: books on personal growth dozen “summer” novels, and so on. All this is selected manually, the chief editor of the project, Anastasia Savosavo. She has translated into Russian famous novel “the Goldfinch” Donna Tartt, and Yes, she actually read (or rather listened to) everything that encourages users. Tartt received for his novel the Pulitzer prize, and now you can not only read, but also listen to.

As the largest music streaming services, Storytel built-in special algorithms, learning your tastes and shape the proposals based on the preferences of other readers.

Say, have you listened to the new novel by Boris Akunin. But you have done it a hundred people, twenty of them went to listen Lukyanenko, ten — Pelevin, and five popular science lectures. If you have already listened to something thematically or genre intersects with Pelevin, you will likely suggest that any contemporary prose, if you listen to fantasy — fiction. The more you use, the more accurate the recommendations become.

Knowledge of subscription: why now is the time to start listening to audiobooks

Knowledge of subscription: why now is the time to start listening to audiobooks. – Image 10

Knowledge of subscription: why now is the time to start listening to audiobooks

Knowledge of subscription: why now is the time to start listening to audiobooks. – Image 11

Knowledge of subscription: why now is the time to start listening to audiobooksKnowledge of subscription: why now is the time to start listening to audiobooks. – Picture 12

Of course, the system still works perfectly — absolutely guess the tastes of readers is almost impossible. So Storytel processes it through neural networks. The new version will take into account a lot of variables. Imagine that you listened to the book and threw it out. The AI will remember it and most likely never will offer anything like that. Sounds simple, but it gets worse. If you started a couple of times to listen to books up in 20 hours, but every time stop at four so three-dimensional work you throw cease, advising that instead of something shorter.

Or another example: you start listening to two different books, and an hour later cast but between the novels have nothing in common, except the reader. Obviously, you just don’t like the voice of this man.

Another thing: let’s say you enthusiastically listen to long books, but regularly fail in the time of the murder. All the texts of the novels are passed through algorithms, and neural networks recognize context, knowing that the horror and Thriller you don’t like.

This is a very complex project, and the Storytel works cooperatively with several Swedish Universities involved in Big Data and machine learning. The new system will start “rolling out” toward the end of the year — books in Russian it is also affected.

Knowledge of subscription: why now is the time to start listening to audiobooks

What the listener is in Russia? The most popular categories

The first place — fiction

Second place — fiction. In this genre the most stable proportion that is virtually unchanged.

Third place — reading but this niche is growing very fast. The Swedes, for example, are just obsessed with detective stories and thrillers — the highest position. In second place is reading.

In Storytel get books from different publishers, including those that have already been articulated before the advent of the service in Russia. The only requirement is that the material must be well-read by a professional actor in a recording Studio. Amateur entries in the application will not be accepted.

There are books written purely for Storytel: members of the service are in talks with the publisher, buy the rights to the audio format. The text of the book is sent to multiple readers and, after approval of voice, the actor comes into the Studio (or locked in his) and recites the text. Not a quick process: write twenty-hour books usually takes at least twice the time.

One of the most famous reciters Storytel — Sergey Chonishvili, the popular actor of theatre and cinema. But the General public more aware not so much a face as his baritone Chonishvili is one of the most popular speakers of Russia, gave his vote to Dominic Toretto in the “fast and Furious”, Rorschach in “watchmen”, Beavis and butt-head. And that is what you hear when you see, for example, TV channel “CCC”.

Knowledge of subscription: why now is the time to start listening to audiobooksKnowledge of subscription: why now is the time to start listening to audiobooks. – Image 14

PS: subscribe to Storytel is 449 rubles a month. It is considerably cheaper than in Sweden — where it costs three times more in terms of our currency. This is not the largest amount 80% is taken pravoobladanie and digital platforms. If you are unsure about whether you want to regularly listen to audio books, you can arrange a two week trial period and then make the decision.

Knowledge of subscription: why now is the time to start listening to audiobooks
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