日本能率協会総合研究所がオーディオブック市場の
予測を発表しました。
2019年度は50億円で、
5年後には260億円まで伸びると予測しています。
※日本能率協会総合研究所のグラフ
このグラフのように順調に伸びるのか、
出版業界にいるとはなはだ疑問です。
オーディオブック市場が伸びるための
絶対条件は、アイテムが増えることです。
いかに売れ筋アイテムをオーディオブック化し、
ユーザーを増やせるか。
そしてユーザーを引き留めるためには、
豊富なタイトル数が必要なのです。
私は出版社時代に、
AmazonのAudible（オーディブル）社から
オーディオブック化の打診の営業を受けていました。
この経験から、アイテムが増えない理由を
書いていきます。
理由1、出版社の負担が大きい
オーディオブックにするには費用がかかります。
1万円や2万円では作れません。
「嫌われる勇気」のオーディオブックの
再生時間は7時間です。
録音するのにどんなに短くても、
声優が7時間以上、朗読しないといけないのです。
実際はこの数倍の時間がかかります。
録音するにはスタジオが必要です。
本を読むのではなく、
原稿を大きな紙に印刷する必要もあります。
録音にはディレクターや技術者もいます。
つまり、一冊分のオーディオブックを作るのに
数十万円かかるのです。
Audible社は、オーディオブックの普及のために
自社で負担することもありましたが、
これがずっと続くことはありません。
ベストセラー作品なら、費用をかけて
オーディオブック化してペイできますが、
それでも出版社の儲けは大きくありません。
出版社にとっての金銭的なメリットが
少なすぎるのです。
理由2、本の売上につながらない
出版社は本が売れてなんぼです。
オーディオブック化したら本が売れるのか？
そんなことはありません。
これは単純な話です。
理由3、編集者のマインドと忙しさ
出版業界は売り上げが20年以上下がり続けています。
どの出版社も厳しいです。
編集者のノルマも厳しいのです。
売り上げノルマを達成するためには、
発行点数を増やすしかありません。
数を打てば当たる、という戦法です。
編集者一人につき、
最低でも月に一冊は本を作る、
という厳しい出版社もおおくあります。
そんな中、余計な時間を取られたくないのです。
オーディオブックの説明を著者にして、
録音の際は著者と一緒に現場に付き合ったりもします。
負担が大きすぎると考えてしまうのです。
理由4、Amazonと著者を会わせたくない
出版社とAmazonの関係は、
決して良好ではありません。
出版社とリアル書店（紀伊國屋や丸善など）の関係は
何十年も続いていますが、
Amazonとはここ20年ほどです。
かつて26,000店あったリアル書店は、
いまは12,000店まで減っています。
この理由のひとつに、Amazonの躍進があります。
リアル書店と関係が深い出版社は、
Amazonとはあまり関係を深くしてこなかった
歴史があるのです。
ただ、Amazonは圧倒的な最大手の書店です。
出版社の30代以下はAmazonに対して
好意的ですが、40代以上の幹部ほど
好意的ではありません。
こういった前提がある中で、
アメリカのAmazonは著者と直積取引をし、
出版を大々的に始めています。
Audibleでオーディオブックにすることは、
Amazonと著者の接触の機会を作ってしまう、
という恐れを感じているのです。
これはKindleの初期と同じ感情です。
いまは本をKindleで発売するのは当たり前に
なっているので、時間が解決します。
まとめ
出版社の視点から書きました。
ユーザー視点から書くと、
オーディオブックは「ながら聴き」ができるので、
もっともっとアイテムが増えてほしいです。
私もAudibleの会員です。
ユーザーが増えて市場が大きくなれば、
出版社も重い腰をあげます。
Audibleは無料で30日体験できます。
ぜひ参加してみてください。
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