“Audiobooks will go from being a supplementary format to a core storytelling experience”

Over the past five years, Penguin Random House (PRH) India’s audiobook arm has witnessed a dramatic transformation, from modest beginnings to a dynamic and diversified division producing over 100 titles annually. As audio listening habits evolve, PRH India is not only responding to rising demand across genres like Spirituality, Business, and Fiction, but also setting its sights on what the next decade holds—from vernacular audio booms to ethical questions around AI narration and new storytelling frontiers.

Here, AABP speaks with Vidhi Nangia, Digital Products (SEA & India) and Brand Development (MENA) at Penguin Random House on the trends shaping the present and future of audio storytelling in India and beyond.

AABP: How has your audiobook division grown in the past 3–5 years?

Vidhi: Our audiobook division has expanded nearly sixfold since 2019, with revenue peaking in 2021 during the pandemic driven spike in digital consumption. We produce an average of 100 titles per year and as with any growing business, we’ve experienced ups and downs, but 2024 saw a clear upturn – and 2025 is off to a strong start. It’s been a learning curve, but also a period of intense growth, opportunities and experimentation.

This year, we’re also rolling out our first batch of Hindi audiobooks in partnership with KukuFM – one of India’s leading audio platforms, offering content in 7+ languages across 20+ genres. Select Penguin Swadesh titles will be available on KukuFm’s Android app, marking a key step in our commitment to broaden access in regional languages.

Additionally, we’ve also recently launched our audiobook programme for Penguin Random House Southeast Asia, further extending our reach across the region.

AABP: What genres are currently showing the highest growth in audio format?

Vidhi: Spirituality, Business, and Fiction have emerged as our strongest genres. In Spirituality,listeners are carving out “me time” for guided meditations and reflective narratives during daily commutes or morning routines. While, busy professionals favour multitasking—absorbing leadership insights and quick skill up summaries on the go. As far as fiction goes,escapist storytelling remains a mainstay, offering a screen free way to unwind on evenings and weekends.

AABP: How do you see the future of audiobooks evolving over the next decade?

Vidhi: The next decade is going to be transformative for audio. We’re likely to see:

• Growth in regional and vernacular content: As digital access widens, there’s growing demand for audiobooks in non-English languages. India’s market was already USD 307.35 M in 2024 and is forecast to grow at a 24.3% CAGR through 2033 (IMARC Group), meaning that demand for Hindi, Tamil, Marathi, and other languages will skyrocket.
• A surge in creator-led audio: More authors and independent creators are entering the space, blending storytelling with traditional straight narration.
• Smarter tech integration: From AI-assisted recommendation engines to hands-free playback across smart speakers and cars, the listening experience will get more intuitive.
• Strategic tie-ins: Audio is expanding into ed-tech, wellness, and even audio-only toys. Audiobooks are no longer just books read aloud, they’re becoming part of broader lifestyle ecosystems. Collaborations with streaming platforms, learning apps, and even children toys could open new frontiers.

We believe that audiobooks will go from being a supplementary format to a core storytelling experience for a large share of readers.

AABP: What role has podcast culture or voice AI played in influencing audiobook consumption?

Vidhi: Audio storytelling goes back to the golden age of radio, when families gathered to listen to dramas, comedies and news broadcasts. Podcasts have simply expanded that legacy, normalizing on demand, high quality voice content. While I’m sure podcasts have influenced audiobook uptake, it’s difficult to draw a direct line of relation. We’ve seen a growing interest in unabridged audiobooks across genres, suggesting that many listeners are embracing long form audio alongside podcasts.

On the AI front, we take a deliberately cautious stance. At the moment, we do not use AI generated voices or author voice clones for any of our titles. We’re closely watching the space and keeping ourselves up to date, and at the same time treading with caution keeping in mind concerns around quality, ethical implications and potential legal repercussions. Our first priority is to safeguard our authors’ content and reputations, ensuring that every audiobook represents the author’s narrative vision.

AABP: Are you seeing more demand for shorter content or full-length audiobooks?

Vidhi: Industry data shows a rising interest in bite sized content, especially in Business and Spirituality, where quick wins and daily reflections lend themselves to 10–15 minute listens. However, our core commitment remains unchanged: every audiobook we produce is unabridged, ensuring that our authors’ complete narratives and ideas are heard exactly as intended.

AABP: Is there a rising demand for audiobooks in non-English languages or regional languages?

Vidhi: There’s a strong and rising demand for content in Hindi and other Indian languages. In fact, one of our focus areas for the next phase of growth is expanding our catalogue of Indian language audiobooks. We see this as key to deepening our connection with a broader listener base.

AABP: How do you distribute your audiobooks?

Vidhi: We distribute on all major global platforms – Audible, Google Play, Apple Books, Audiobooks.com, and Rakuten Kobo. In markets where Spotify supports audiobooks (like the US, UK, Australia, Canada, etc.), our titles are also available there. Our aim is seamless, worldwide accessibility for every listener.

AABP: What are your thoughts on subscription-based vs. a la carte sales models for growth?

Vidhi: Globally, subscription services have accelerated listener discovery, but they can blur the direct link between a title’s value and its revenue – and our guiding principle is always what’s best for the author. At present, we only partner with platforms that offer transparent, pay-per-download models. However, we continue to monitor evolving subscription offerings, assessing how any new models might uphold fair remuneration for our authors while still delivering choice and value to listeners.

AABP: Are you exploring interactive or adaptive audio experiences?

Vidhi: We’ve experimented with dramatized readings for a few of our children’s books, adding sound effects and character voices to enhance the story listening experience and make it more immersive. Early listener feedback has been positive and suggests a 15-20% uplift in completion rates on these titles.

Globally, Penguin Random House UK’s partnership with BBC Worldwide has brought BBC radio adaptations to a wider audience; we’re also exploring similar collaborations in India for their radio dramas of selected children books.

AABP: Are more authors requesting audio editions as part of their contracts now?

Vidhi: Authors are more conscious of their audio rights and many now see an audiobook as an essential part of their publishing journey. For some, especially public speakers and content creators, audio is a natural extension of their voice and brand.

AABP: What strategies are working best for promoting audiobook versions of new releases?

Vidhi: What works best is timing and relevance – releasing audio editions alongside print, promoting through author-led social media campaigns and tying in with trending themes or topical moments. We use our social media handles to share behind the scenes moments from author recordings, along with some teasers and snippets.

Collaborations with influencers, podcast shoutouts, and even platforms like Audible can move the needle significantly.