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Evolución Y Tendencias Digitales En Latinoamérica

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Evolución Y Tendencias Digitales En Latinoamérica Spanish Market Ebook Evolution Report 2016 CONTENTS 1. Executive summary 3 2. Evolution of digital publishing trends by countries 11 1.1. Increase in sales by independent publishers and self-publishing in the 2.1. Argentina 11 Spanish markets 3 2.2. Brazil 13 1.2. The digital markets in Spain and Latin America are growing at 2.4. Chile 16 different rates 4 2.6. Colombia 18 1.3. Latin American and Hispanic 2.7. Ecuador 22 digital market boom in the US 4 2.8. Spain 24 1.4. Less dependence on Amazon 4 2.9. Mexico 30 1.5. Diversification of business models 5 2.10. Peru 33 1.6. Most competitive sales prices 5 1.7. One in five e-books sold in Spain 3. About Bookwire and is self-published 6 Dosdoce.com, credits and 1.8. Consolidation of library channels 7 acknowledgements 37 1.9. Pricing behaviour by markets 7 About Bookwire 37 1.10. Emergence of the audiobook About Dosdoce 38 market in the region 8 1.11. More books without DRM 8 1.12. Growing innovation: new players in the sector coming to the fore 9 Spanish Market Ebook Evolution Report 2016 3 1. EXECUTIVE SUMMARY publishers strongly invest in the digital distribu- tion of their books, peculiarities of that nature Although digital publishing is evolving at high- are once again being detected. One of the ly different speeds in Spain and Latin America, main conclusions of this Report, is that there ebooks and audiobooks offer a broad spec- are extremely different behaviour patterns trum of business opportunities for publishers, between small and large publishing companies. agents, booksellers and libraries in the region. At a first glance, we have observed a massive The soaring number of ebooks published in trend by independent publishers to become those countries, the growing importance of more involved in the production and mar- digital reading and the increasing role of the keting of digital books, especially in Latin Internet as a distribution and marketing tool America. In the Spanish speaking markets, for books, all lead to the assumption that the independent publishers are experiencing a evolution of the digital market is a reality in growth of between 20% to 35%, whereas big most Latin American countries. publishers in the region have experienced a “plateau” in some markets or moderate Having looked closely at digital and publish- growth with respect to certain business mod- ing trends in various countries (Argentina, els in comparison with other years. Brazil Colombia, Chile, Ecuador, Spain, Mexico, Peru), this report, compiled by Dosdoce.com in collaboration with Bookwire, 1.1. Increase in sales by independent offers a series of indicators and prospects publishers and self-publishing in the regarding each of these markets, with the Spanish markets purpose of offering a tool for publishers, booksellers, authors, investors, the media Sales increases in ebooks sold by indepen- and experts to understand the changes dent houses, as well as indie authors, have being experienced by Spanish-speaking and been highly significant and are presumably Portuguese markets, together with the busi- due to a better understanding and accep- ness opportunities these changes offer pro- tance by them of price dynamics on the fessionals in the publishing sector worldwide. Internet. The increase in these kind of pub- lishing products has altered figures pertain- ing to the digital book market, particularly in Evolution of digital market cases of products without ISBN numbers. The growing amount of data, business intel- MARKET SHARE BY MAJOR PUBLISHERS CATEGORIES ligence and market information available 50% 46% 45% 42% in relation to digital sales and distribution 41% makes it possible to analyse in detail the 40% 38% 35% 34% 34% 30% evolution of the Spanish and Latin American 30% digital markets. 25% 20% 19% 15% As occurs with print books in physical book- 12% 10% 8% 7% stores, independent publishers’ behaviour is 5% 5% different from that of big publishing houses in 0% Big 5 Publisher ShareSelf-PublishedSelf-Published + Very Small Publishers online stores. As more and more independent 2012 2013 2014 2015 Spanish Market Ebook Evolution Report 2016 4 According to the above chart from Nielsen’s 1.3. Latin American and Hispanic most recent report, published for the digital market boom in the US BookExpo America Fair, the digital market share for the five largest US publishers has There are more and more independent pub- decreased year after year. In 2015, sales for lishers strongly committed to the distribution the “Big 5” represented 34% of the digital of their ebooks in order to reach readers all market in comparison with 46% in 2012. over the world. We are all aware of the diffi- However, the market share for independent culties involved in distributing print books in publishers did nothing but increase in the the region due to the various setbacks and same period. In 2015, ebook sales by small shortcomings of analog distribution. Ebooks independent publishers – with a staff of 1 to are fortunately boundary-free thanks to digi- 5 people - reached 30% of the digital market, tal distribution. As a result, independent pub- whereas in 2012 it barely rose over 15%. lishers such as Rey Naranjo in Colombia, Simultaneously, the sale of self-published Amanuta in Chile, Malatetra in Mexico, ebooks by self-publishing authors rose from among many others, have seen how their 5% in 2012 to over 12% in 2015. digital books are not only being sold in their countries of origin, but also in unreachable paper format markets. 1.2. The digital markets in Spain and Latin America are growing at EU different rates 4% LATAM MX Sales in 2015 by over 170 independent 45% 18% US 41% Rest of LATAM Spanish and Latin American publishers using 27% the Bookwire.es platform to distribute their ebooks revealed that about 45% of the ebooks published in Spain were sold on Spanish terri- Spain Row tory, whereas 55% were sold outside Spain, i.e. 8% 2% Latin America (37%), the US (9%), Europe (8%) and the rest of the world (1%). According to recent figures, 45% of indepen- dent Latin American publishers’ digital sales EU were made in Latin America, whereas 55% 8% US occurred in markets beyond that region: 41% 9% LATAM 37% in the USA, 8% in Spain, 4% in Europe and 2% Rest of LATAM MX in the rest of the world. 18% 19% Spain 46% 1.4. Less dependence on Amazon According to numerous international reports, Mexico takes the lead in sales of digital the big publishers generate from 60% to 75% content published by independent Spanish of digital sales through Amazon, whereas publishers (19%), whereas remaining sales independent publishers’ digital sales are are distributed among other countries in the more equally distributed among the main region (Argentina, Colombia, Chile, etc.). international digital channels (Amazon, Spanish Market Ebook Evolution Report 2016 5 Apple and Google). In other words, indepen- investing in campaigns to promote dent publishers do not depend so heavily on transversal content rather than price one sole channel to reach readers. discounts. Independent publishers have an extensive backlist on which to In 2015, 40% to 45% of digital sales by base such campaigns. Spanish and Latin American independent publishers are processed via Amazon, where- as 38% to 42% are made through Apple; 1.5. Diversification of business models remaining digital sales are distributed equally among other channels (Casa del Libro, Although unit sales in online stores continues Gandhi, Kobo, FNAC, etc.). to be the dominant business model, library and subscription channels are becoming 42% 45% more and more relevant. Several sources indi- 45 cate that the public and academic library 38% 40% 40 channels may shortly experience a huge 35 30 increase in the region. 13% 25 22% 20 15 5% 10 5% 5 0 Apple iBooks Store Amazon Kindle Other Stores The reasons for the decreasing dependence on Amazon are due to certain common char- acteristics of independent publishers and 90% may be summarised as follows: Unit sales in stores Sale of licenses to libraries Subscription platforms • Amazon launches a large number of campaigns to promote new releases. Although sales by stores such as Amazon, Independent publishers offer much Apple, Kobo, among others, continue to be fewer new releases per year than big 5 the main sales channels for independent publishers. publishers (90%), the sale of ebook licences to libraries surpassed 5% of digital sales in • Amazon launches various campaigns less than a year. In the same period (2015), we offering large discounts. Independent saw how profits from subscription platforms, publishers are more reluctant to offer especially in the US and Germany, are becom- big discounts on their ebooks since ing more and more relevant for independent their titles usually have a longer life- publishers. span (backlist) than those offered by major publishers. 1.6. Most competitive sales prices • Marketing campaigns beyond price discounts. Apple, Google, Orbile and As opposed to the major publishers, who Kobo, among other online stores, are on average have increased the retail price of Spanish Market Ebook Evolution Report 2016 6 their new releases to over €9.99 euro, reach- sales price between 6,99 and 9,99 euros rep- ing the price of €14.99 on many occasions, resent 21% of the sales. As prices of ebooks independent publishers and indie authors rise above 9,99 euros, sales plummeted, offer more competitive retail prices inline which is indicative of users’ perception on with the current supply and demand of digi- assessing prices. tal contents. TOTAL UNIT SALES 2015 (BY RETAIL PRICE) According to the chart below, the average 160000 18% 16% 15% price of an independent publishers’ ebook in 140000 16% 14% Spain is about 5.56 euros, whereas the high- 120000 11% 12% 100000 est prices for independent publishers’ ebooks 10% 10% 80000 in the USA reached an average of 7.33 euros.
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