Marketwatch reports that Audible has sold over a million audiobooks since the Amazon sub first got the audiobooks last November:
That revenue may be pocket change next to that of the some half billion print and e-book copies of the series sold world-wide. But the milestone is remarkable given that the seventh and final book in the series was released nearly a decade ago.
The figure works out to an average of roughly 8,300 customers a day downloading the audiobooks and popping in their earbuds to magically transform humdrum train commutes into rides aboard the Hogwarts Express, leisurely jogs into a frantic escapes from Dementors, and the muggle chore of sweeping the kitchen floor into the Quidditch World Cup.
“Other titles have reached a million downloads, but this was certainly the quickest ever to reach the milestone,” said Andy Gaies, Audible’s chief content officer.
It’s funny how going where the customers are can boost sales, isn’t it?
Lowering the price probably also had an impact somehow. The audiobooks are still available through Pottermore, where they cost $30 (for the first three) and $45 (the last four) and can be downloaded as un-DRMed MP3 files, but you can find the first three audiobooks in the Harry Potter series on Audible for $21 each, and the last four for $31.49 each.
You can also get the audiobooks for one credit from an Audible subscription, which explains the high sales (credits cost between $6 and $15 depending on the sale). Audible subscribers account for 90% of the Harry Potter purchases, the company said.
And they’ll probably account for an equally high share of sales of the 8th Harry Potter audiobook, should it ever be released.
While Harry Potter and the Cursed Child is a stage play, the script is also going to be released as an ebook. What with Audible’s ongoing investment in original productions like Romeo and Jude, there’s no way they will pass up the opportunity to take that script and turn it into a full-blown radio play style production, and then release it as an audiobook.
The key to audiobooks outselling the related print editions is treating the audiobook as an original production, and Cursed Child could be the perfect poster child for that trend.
P.S. Speaking of Harry Potter, what do you thinkcould mean?