card-num-123-500x385

Why Gen Z And Millennials’ Love For Audiobooks Is Crucial

Hey there!

If you’re a basketball fan, you may have wondered who Rakuten, the Golden State Warriors’ uniform sponsor is.

(If you’re not a basketball fan, you might just have wondered how to pronounce Rakuten.)

Among other things, Rakuten owns Overdrive, the audiobook lending platform, which they bought in 2015 for just over $400,000,000. If you’ve never used it, it’s amazing.

There’s a Forbes article that talks about a study Rakuten commissioned on how popular audiobooks are with various age groups, and found two very interesting reasons why people under 35 are flocking to audiobooks instead of print or e-books.

And you and I both know (and profit from) a third reason.

Link to the ACX Master Class offer: https://acxmasterclass.com/


(Click/tap ↑↑↑↑↑↑ that red YouTube button to subscribe to my channel. You’ll get notified when I release new videos.)

Hope this helps!

David

All Episodes

One Step At A Time

Five Ways To Have An Excellent Coffee Date With Me

Five Ways To Have A Crappy Coffee Date With Me

Taking Advantage Of The Wisdom Of The Tribe

How To Be A World Class Complainer

The False Nobility Of The Struggle

Watch Out – The Rules Are Going To Change

“Show Me The Secret, Daddy!”

Coaching vs Consulting vs Facilitating

The Perils of Live Performance And Why Jeremy Kappell Should Not Have Been Fired

Let’s Welcome To The Stage…Failure!

Don’t Confuse Price With Value

Whiteboards In The Hallways

Go Wake Up Your Luck

Playing and Planning

The Two Things Most Talent Try to Accomplish Way Too Soon

10,000 Hours To Become Good At Something? Not Really.

The Curse of Knowledge

The Trick Charlie Munger Uses To Make Better Decisions

Everyone’s A Customer, Not Just Your Customers

“What do you mean, you’re a ‘process guy’?”

Pay Attention To Your Storytelling, Not Removing Your Breaths

How To Conquer FOMO (Fear Of Missing Out)

The Problem In Every Commercial Script

The Job In Every Commercial Script

The Secret In Every Commercial Script

How To Pick Your Stage Name

Voice Over Is REALLY Hard. Until It Isn’t.

Helping Make Resolutions Stick

ACX Jobs: They’re ALL SAG-AFTRA-Friendly

Non-Union? You Can Still Open An AFTRA H&R Account. What?

Who Says You Need To “Feel Like It?”

Are You Engaged?

Your Day Job Might Just Be Worth Keeping For A Bit Longer

Want To Learn Something Really Well? Teach It To Others

Don’t Confuse What Works With What You Like

The Lost Keys And The Microphone In My Elevator

My Insane Backup System Plus Two Helpful Tips

What Open Loops Are And Why They Work So Well

Two More Things For Which You Can Use Open Loops

Three Things Not To Say Or Do…When Trying To Learn Something New

Front Burner and Back Burner Project Management

How To Properly List The Accents and Dialects You Perform

My SAG-AFTRA Presentation On VO Demos (Part 1)

My SAG-AFTRA Presentation On VO Demos (Part 2)

A Simple, One-Word Decision-Making Question To Ask Yourself

Ready, Shoot…Aim

How You Can Use The MVP Model As A Performer

How Lazy Can You Be?

Avoid The Struggle Porn

The Robocall Equivalent Of Unsubscribe

Saying Goodbye To A “Failure”

Making Your Links Irresistible

HTTPS Is Not Just For Banks – It’s For You

The Threat That Made Me Create a New Page For LAME

The Resource You Must Guard Most Carefully

How New Media Is Using The Oldest Ad Model Ever

“You Could Be Hit By A Bus!”

Killing Customers With Kindness

I Found Out What She Was Podcasting About

How I Answered Voices.com’s Inquiry

Turning Mountains Into Molehills

Motivation: Your Three Big Needs In A Cool Little Package

Go Ahead. Multitask. But Try It Like This.

The Prodigy Game Doesn’t Deserve This Treatment

I Don’t Want To Go Blind

What Fair Markets Are, And Why Voices.com Isn’t One

Trevor’s Three A’s From Apple On Killing Customers With Kindness

Getting Ready vs. Getting Started

You’ll Never Believe Who Got Rejected By Harvard

There Is No Failure, Only Feedback

Who Is Your Most Dangerous Adversary?

73 Videos In, My First Hater Appears

If You’re The Smartest Person In The Room, Do This ASAP

Your Glasses And Crucial Laptop Positioning Info

One More Insanely Over-engineered Piece Of Gear: My UPS

The Crazy Backward Way IKEA Prices Their Stuff

Voices.com Complained To YouTube That I Violated Their Privacy

The Gig Economy: RIP?

For Your Health: Not Perfect. Just Better.

Celebrate Your Isolation!

Mr. Wonderful Is Actually More Wonderful Than I Thought

Let’s Finally Close The Digital Literacy Gender Gap

The Guaranteed Way To Completely Avoid Criticism

The Two Things People Judge About You Within Seconds

Prioritizing…Nashville Style

Are You Committed? Or Just…Interested?

Audible Retail Samples: Why They Suck And Why It Doesn’t Really Matter

How To Voice Copy That’s Set In Italics

Dyslexia, And The Palindromic Poem. The Wha?

Increase Your Chances Of Being Seen And Heard On Facebook

Jamie Has Some Thoughts About Fiverr

Is Simply Discouraging Distracted Driving Enough?

“Young People Are Just Smarter.”

The Real Purpose Of The “Can You Hear Me?” Phone Scam

Beware Of Overkill

Laying Down The Perfect Slate

An AMA Preview: The Word “Ethnic” – A Slur, Or An Essential Adjective?

10 Rules of Profitable Self Discipline from Napoleon Hill

AMA (Ask Me Anything): Here Are The Answers (Part 1)

AMA (Ask Me Anything): Here Are The Answers (Part 2)

AMA (Ask Me Anything): Here Are The Answers (Part 3)

AMA (Ask Me Anything): Here Are The Answers (Part 4)

AMA Answers Part 5 Plus A Medical Warning

Last AMA Answers (#6): Gear, Services and Success

A 7-Word Reminder: “Don’t correct people when it matters little.”

Do You Have A Plan? And Is It The Right One?

What’s Your Next Big Move? Are You Ready?

Build Your Future On Your Own Platform, Not Someone Else’s

I’m Leaving Facebook: Why Groups and FB Live No Longer Spark Joy

Time To Accept That I’ve Failed At Something – Happily

Crowdfunding Without The Internet: Pulitzer And The Statue Of Liberty

The Amazing Power Of Recognition And Badging

Might We Have A Possible Cause For Alzheimer’s?

Why Podcasting And Radio Are Out Of Whack

Value Enthusiasm, But Value Persistence More

Ten Ways To Make Money With Podcasts Besides Ads

One Quick Question To Find Out How Important Something Actually Is

The Workflow For Producing These Videos (So Far) Part 1

Why Not Wade? And…Why Not You?

Audiobook Narrators: How Paymasters Work, And The One I Recommend

Why Gen Z And Millennials’ Love For Audiobooks Is Crucial

American Idol: It’s All About Story, Not Just Singing

Less Beating Yourself Up, More Talking Yourself Up

Resist Oversharing. Instead, Start A Dialogue.

Vocal Care: It’s All About What Works For You

3 Biases You Should Be Aware Of

3 More Biases You Should Also Be Aware Of

Wow. People Really Grokked Biases. Let’s Tackle Fallacies.

Three More Fallacies You Need To Watch For

What’s Your Imprint?

Fallacy Follies, Volume 3

Two Last Big Creativity-Crippling Fallacies

Fail Sooner To Succeed Sooner

A New Lead Source For Performers: Voice Assistants And Smart Speakers

A Great Way To Handle Trolls and Haters

Quantity Does Not Usually Equal Quality

Is Facebook Truly A Monopoly? No More Than Microsoft Was.

Fear Of The Unknown, Or The Day Before My Surgery

A Strange Aspect To Performing That Should Be Cause For Protest, But Isn’t

Want To Grow? Don’t Go It Alone.

How Am I Doing? I’m Gobsmacked. That’s How Am I Doing.

Why I Give My Agents 10% Of Everything

Not Just Explainer Videos, But Video That Explain Things Spectacularly

Mental Floss To The Rescue: Skills You Can Pick Up On YouTube

What’s Better Than Willpower? Grit.

Regarding Apple’s App Store: Be Careful What You Wish For, Pepper

Of COURSE You Wonder What Porter’s Five Forces Are. Who Doesn’t?

Don’t Waste Your Time: Talk Shows Aren’t Meant To Be Fair

Sooner Or Later, I’m Really Going To Tick You Off

Just Because You Can Do Something Doesn’t Mean You Should

Wait, What? Audacity Records In The Background?!

Enjoy Your First Booking. Pay Close Attention To The Next Three.

Pattern Interruption And The Musicality Of Voice Over

Do You Still Have A Landline? Is It POTS? Wait, What’s POTS?

Increase Your VO Accuracy, And You’ll Increase Your VO Profits

Age Range Isn’t Really A Valid Metric For VO

What Is The Overton Window?

How To Stop Jealousy From Killing Your Progress

Even The Bible (And Game Of Thrones) Has One-Star Reviews

How Much Is Enough To Make Per Hour?

With Royalty Share Plus, ACX Makes Hybrid Stipends Official

Wait, Vices Can Be Good For Your Health?

What A Lovely Thing To Discover: Praise From CourVO

I Figured Out What I Provide: The Onboarding Performers Don’t Get

You Don’t Need Permission To Care Or Contribute

It’s Not Just You. It’s The Superstars, Too.

Do You Sometimes Think Irrationally? Maybe. Here’s How To Stop It.

The Struggle Of Announcer-y Versus Non-Announcer-y Voice Over

How My VAs Support Me And My Team

What Exactly Is “The Cloud?”

The Often “Most Difficult” Concept I Teach

Please Unsubscribe From This List. But Don’t Do This One Destructive, Lazy Thing.

Don’t Mistake The Joy Of Knowing For The Joy Of Doing

Why Giving Yourself Some Simple Homework Can Be Life-Changing

One Weird Trick I Do That Makes My Note-Taking Superhuman

The Worst Thing About The Biggest Money-Making Entertainment Category

What Can We Grab From A Schedule This Strict?

Get Better At Executing Today’s Plan By Starting Last Night

How To Create Useful, Organized Audition File Names

Where To Find Related PDFs For Audiobooks on Audible

I’m Halfway Finished. What Have You Valued Most? What Can I Do Better?

Our Digital Attention Span Is Incredibly Brief

“Serves You Right!” She Actually Has No Idea How Right.

Create A Safe Environment For Self-Improvement

Why I Use One Single Channel For Crucial Communication

The Even Cheaper AT-2020 USB Plus Microphone?

Fred Willard (and Billy West) On Quickly Creating Authentic VO Characters

Leo Makes Your Searching Spectacular

On Asking For Things Performers Can’t Do

How To Battle The Urge of “Efficiency”

One More Best-Of-Breed Way To Brilliantly Complain

Changing Audacity’s Sampling Rate To 48,000 Hz

10 Words Of Encouragement When You’re Stuck

Seek/Give Mentorship That’s Appropriate To The Journey

Two Cases Where You Might Not Want To Simply “Follow Your Passion”

Having Fun With Headphone Volume

Raw YouTube Captioning

hey there it’s David H Lawrence the 17th
and I’ve been spending this week
watching my beloved Golden State
Warriors take on the Houston Rockets and
you may have wondered what the Warriors
uniform
sponsor is all about first of all it’s
Rakatan that’s how to pronounce that
it’s a company that sells stuff like
Amazon does and they own a bunch of
things one of which is overdrive if
you’ve never used overdrive and you love
audio books or ebooks overdrive is just
like a traditional library you get to
borrow books ebooks and audio books for
free and sometimes you have to wait
because they’re all the copies that they
have are checked out right so a racket
intones them they bought them for like
four hundred million dollars back in
2015 I haven’t got a clue as to how they
make money with it but they do and
there’s this Forbes article that talks
about a study that Rakatan had
commissioned on why who where how how
much people of various age sex
demographic sells like books both ebooks
and audiobooks and it turns out that
Millennials and Gen Z’s adore audiobooks
that’s people below the age of 35 people
above the age of 35 do as well but about
half as much still a lot I mean we we
have been enjoying an amazing like
hockey stick growth of of popularity of
audiobooks and it’s one of the reasons
that the classes that I teach with vo2
Go Go and with the a CX master class
have been so useful to the people that
produce those audiobooks because people
are just consuming audiobooks like crazy
and it turns out that in the Commission
that they study they came up with two
reasons but there’s actually a third
reason as to why that is the case why
younger people are so into audiobooks
even more so than
older people and the first reason is a
reason that Millennials and Gen Z’s
often get made fun of and that is that
they think they can multitask until the
cows come home and we’ve got another
video in this series about how to
multitask appropriately those rules are
lost on most Millennials that take pride
in how much multitasking they do but
what audiobooks allow them to do that a
physical book or an e-book doesn’t allow
them to do is other things you can
listen to an audiobook when you’re
running when you’re driving when you’re
doing the dishes when you’re cleaning
the house when you’re doing work when
you’re doing spreadsheet work you can be
using audiobooks in the same way that
you use music to provide a background
now can you pay as much attention to an
audiobook probably not so I don’t
recommend if you really want to enjoy an
audiobook doing it while you’re
multitasking but that’s what gen Z and
Millennials do that’s the first reason
the second reason is they’re available
online from any device so you can listen
to an audiobook on your phone your
tablet your computer you can listen to
it on a smart speaker like an Alexa or
Google home or an echo you can and I
know the speaker is the echo and the dot
and the service is Alexa I can already
see people sending me no it’s going ah
you know I have a video on correcting
when things are appropriate to be
correct anyway and so that means they’re
ubiquitous that means they’re everywhere
that means that you can enjoy them from
wherever you are whenever you are in
your car in your bedroom in your living
room out on a run it’s it’s available
anywhere and I think they also missed
the third reason and the third reason to
me is the most powerful and that is the
theory is absolutely no speed bump
between wanting an audiobook and getting
an audiobook I mean literally seconds if
I decide I want an audiobook if any Gen
Z or millennial decides if any older
person decides they want an audiobook
it literally is seconds between making
that decision and having it ready to
play on your smart device because the
just as an example the audible and the
overdrive app both allow you to identify
the title of a book and say yes I want
it and boom it starts to download I mean
you pay for it with the audible app and
it has to be available in the overdrive
app you know the number of copies but
that’s how fast it happens you don’t
have to wait for somebody to deliver it
you don’t have to go someplace and get
it and then bring it home you don’t have
to like have a light you just need your
device and some earbuds or no earbuds it
doesn’t really matter
that speed to customer satisfaction is
exactly the reason that I’m redoing the
vo to gogo website because it’s just too
slow it takes more than a second or two
for someone to get what they want when
they go there and no other form of book
is like that even if you go to the
airport or to a bookstore and buy a
physical book you still have to check it
out you can’t read it on your way on
your way home in the car in the car I’m
just laughing at somebody trying to do
this um so the availability and the lack
of friction between wanting an audio
book and getting an audio book is really
one of the main reasons that the main
users of devices like that love that
process so much it’s one of the reasons
I do I’m not under 35 but I certainly
enjoy audiobooks as much as they do and
speaking of that there’s one little
thing I want to sneak a plug in here for
we’re gonna be teaching the ACX master
class again this summer and all
throughout this week we’ve had an offer
up on the a sex master class site for a
special early early to payment plan a
registration where instead of paying all
of it at once you pay it in two monthly
payments and then when we start the
class in June you’re all set and ready
to go and that closes tonight
if you’re watching this video of the day
it’s released which is May 3rd 2019 if
you’re seeing it anytime after that well
then it’s already closed you don’t have
to worry about what I’m about to tell
you but if you go to a CX masterclass
com right now there is a link that will
take you to this special to payment plan
and there’s no interest and there’s no
fee in addition to what it is and the
price that we’re charging you for the
class is the lowest price that anyone
will pay this year for the class so you
get the best price you get a two payment
plan which eases your cash flow enough
said if you want to be an audiobook
narrator and you want to take a class
from me that has been responsible for
close to 3,000 books being produced for
audible and Amazon and iTunes I’d love
to have you as one of our students and
I’d love to save you some effort and
some time and spread out your payment’s
a little bit as well so go to a CX
master class calm before 9 o’clock
Pacific tonight may 3rd 2019 to take
advantage so now in terms of audiobooks
do you have any questions do you love
audiobooks as much as I do there are
lots of people who narrate audiobooks
that don’t really listen to audiobooks
and I’ve never quite understood that
that’s kind of like a stage actor not
enjoying going to a play or a movie or
television actor not enjoying watching
movies or television knowing your
product is really important if for no
other reason that’s why you should
consume some audiobooks but tell me what
your process is I mean do you get why
it’s so easy and maybe that’s why you
have so many audiobooks if you’re a
collector do you see people using
audiobooks and enjoying audiobooks all
over the place what’s your biggest
challenge there tell me what your
questions are about that you can leave
them in the comment below do it at vo2
gogo calm because that’s where the
conversation is nice and sane and
moderated if you want to join my youtube
channel subscribe to that I get notified
whenever a new video comes out we’re
doing one a day this year right go ahead
and click on my head there if my head
isn’t there look for a subscribe button
somewhere on the page if you want to see
the latest
go ahead and click on that frame and
YouTube will play it for you I’m David H
Lawrence xvii
thanks so much for watching and I’ll
talk to you tomorrow.

4 Responses to Why Gen Z And Millennials’ Love For Audiobooks Is Crucial

  1. Jamie Werner May 3, 2019 at 8:12 am #

    It’s all about instant gratification. I can’t wait until Amazon starts using a Star Trek style “tele-porter”. LOL

  2. Kirsten May 3, 2019 at 8:50 am #

    I LOVE Overdrive for my e-books!! I like to actually read books….. good thing, right???!?!?? LOL!
    See you in class :)

  3. Laura May 7, 2019 at 4:21 pm #

    I have a ridiculous daily commute. I listen to upwards of 70 audiobooks a year. I’m about to start recording my 10th book. I love both sides of the mic!

  4. Karen Merritt May 8, 2019 at 6:35 am #

    Hoopladigital.com is another great resource available through our library. You can get audiobooks, movies/television shows, e-books, comics, and music.

Leave a Reply