Spotify is expanding its audiobook ecosystem beyond listening, announcing a partnership with Bookshop.org to sell physical books directly within its app, alongside a new feature called Page Match. The move, unveiled on , aims to bridge the gap between digital and physical reading experiences, catering to users who enjoy both formats.
Page Match is designed to seamlessly synchronize a reader’s progress between an audiobook and a physical copy of the same title. The feature, previewed at a launch event in New York, allows users to scan a page in the Spotify app to jump to the corresponding point in the audiobook, and vice versa. This functionality is built using computer vision and text matching, according to Owen Smith, Spotify’s global head of audiobooks, and does not rely on artificial intelligence.
The impetus behind this expansion is clear: while Spotify has offered audiobooks since 2022, physical books still dominate the market, accounting for nearly 73 percent of revenue in the publishing industry last year. However, Spotify recognizes the appeal of flexibility, as Smith stated, “We want to expand the audience for books… We believe the future of reading or listening needs to be flexible and better fit into people’s lives.”
The integration with Bookshop.org, an online platform that supports independent bookstores, will initially be available to users in the US and the UK. This partnership allows Spotify to tap into the existing infrastructure for physical book sales while simultaneously bolstering independent booksellers. Andy Hunter, founder and CEO of Bookshop.org, expressed enthusiasm for the potential impact of Spotify’s reach on local bookstores.
Page Match isn’t the first attempt at syncing reading experiences. Audible, Amazon’s audiobook platform, already offers a similar feature. However, Spotify’s approach is notable for its focus on integrating with physical books purchased *through* its app, creating a more unified ecosystem. The feature is rolling out to all regions where Spotify’s audiobooks are available, starting with English language titles within its library of 500,000 books.
Beyond Page Match and the Bookshop.org integration, Spotify is also expanding its audiobook recap feature. Initially launched in beta on iOS last fall, the recap feature provides short audio summaries of the plot, allowing users to quickly refresh their memory of the story. This feature will be available on Android this spring.
The launch of these features comes at a time of shifting dynamics in the book industry. While physical book sales remain strong, some distributors are facing challenges. For example, Baker & Taylor, a nearly 200-year-old book distributor, ceased operations in January . This highlights the need for innovation and adaptation within the industry, and Spotify’s move is a clear attempt to position itself as a key player in the evolving landscape.
American author Harlan Coben described Page Match as “the most interesting development in reading technology I’ve heard in years, because it will get more people to read and listen to books.” This sentiment underscores the potential of the feature to broaden the appeal of both audiobooks and traditional reading.
Spotify’s strategy appears to be centered on creating a comprehensive reading experience, acknowledging that consumers often engage with books in multiple formats. By offering a seamless transition between audiobooks and physical copies, and by supporting independent bookstores, Spotify is attempting to carve out a unique position in a competitive market. The success of this strategy will likely depend on the user experience of Page Match and the extent to which it encourages readers to embrace a more flexible approach to consuming literature.
