Audible Launches $9 Plan, Retains Audiobook Credit

Audible has launched a new $9 per month Standard plan, designed to attract new listeners with a more budget-friendly option. This tier offers one audiobook selection monthly, accessible while subscribed, alongside unlimited listening from a curated library of Audible Originals and former Wondery+ titles, directly challenging competitors in the streaming audio space.

In the ever-evolving landscape of digital content, subscription services are constantly battling for our attention and our wallets. From streaming movies to gaming libraries, companies are getting creative with tiered pricing to hook new users and keep existing ones loyal. Now, Audible, the undisputed heavyweight of audiobooks, is stepping into the ring with a lighter, leaner contender: a new Standard plan that aims to open up the world of spoken-word stories to a much broader audience, signaling a shift in how we access our audio narratives.

Key Points

• Audible launched a new Standard plan for $9 per month.
• Subscribers get one audiobook selection each month to keep while active.
• The plan includes unlimited access to a curated library and Wondery+ content.
• Audiobooks are lost if the subscription is canceled, unlike the Premium Plus tier.

What’s the New Audible Standard Plan?

Audible’s latest offering, the Standard plan, is priced at $9 per month, aiming to be a more accessible entry point for audiobook enthusiasts. Instead of a “credit” that allows permanent ownership, this plan provides members with one audiobook selection each month from Audible’s extensive catalog . The key difference here is that this chosen audiobook remains available to the listener only as long as their subscription is active. Should a user decide to cancel their membership, those selected audiobooks will no longer be accessible.

This new tier also grants subscribers unlimited, ad-free listening from a curated library. This special collection features a variety of Audible Originals, which are exclusive titles produced by the platform. Critically, it also integrates nearly200 popular titles previously available on Wondery+, following Amazon’s decision to shut down the dedicated Wondery podcast app and subscription service. This move consolidates a significant chunk of popular podcast content directly within the Audible ecosystem, enhancing the value proposition of the Standard plan.

How Does it Compare to Premium Plus?

The new Standard plan positions itself distinctly from Audible’s long-standing Premium Plus offering, which costs $15 per month. While the Standard plan offers a monthly audiobook selection, Premium Plus provides a monthly credit that can be used to purchase any audiobook in Audible’s catalog, and critically, these audiobooks are permanently owned by the subscriber, even if they cancel their membership. This “keep it forever” perk is a major draw for long-term listeners or those who frequently revisit favorite stories.

Beyond permanent ownership, Premium Plus subscribers also enjoy additional benefits not available to Standard users. These include regular access to exclusive sales and discounts, along with a more expansive library of audiobooks and podcasts available for unlimited listening. This higher-tier plan caters to users who want maximum flexibility, a wider selection of included content, and the security of owning their purchased titles outright.

Why is Audible Making This Move?

Audible’s introduction of a more budget-friendly tier is a strategic response to the increasingly competitive audio content market. Companies like Spotify have entered the audiobook space, with Premium plans now including 15 hours of audiobook listening per month from a library of over 500,000 titles. Other alternatives, such as Libby, allow users to borrow audiobooks for free through public libraries, while services like Kobo Plus Listen offer unlimited access to 150,000 titles for $7.99 per month.

By offering a $9 plan, Audible aims to attract “millions of new consumers” over the next year, according to Amazon. This lower price point removes a significant barrier for potential subscribers who might have found the $15 Premium Plus plan too steep. It also allows Audible to directly compete with services that bundle audiobooks with other content or offer more cost-effective unlimited listening models. Cynthia Chu, Chief Financial & Growth Officer at Audible, stated that the launch “reflects Audible’s ongoing commitment to serving the diverse preferences and listening habits of story-lovers everywhere”. The company has already seen strong member acquisition and retention rates during early testing in some initial markets.

What’s Happening with Wondery?

The launch of Audible’s Standard plan is closely tied to another significant development: Amazon‘s decision to shut down the dedicated Wondery podcast app and its associated Wondery+ subscription service. This move consolidates Amazon’s podcast strategy under the Audible brand, aligning narrative-driven programming more tightly with its core audiobook offerings.

Previously, Wondery+ provided early, ad-free access to new podcast episodes and exclusive content. Now, much of that premium Wondery content, including nearly 200 popular titles, is being migrated into the curated library available to Audible Standard subscribers. For existing Wondery+ subscribers, Audible is offering a special introductory rate of $5.99 per month for the first year of the Standard plan. This integration aims to streamline the user experience, offering a broader range of audio entertainment within a single platform.

Frequently Asked Questions

What is included in the new Audible Standard plan?

The Standard plan costs $9 per month and includes one audiobook selection each month, which you can listen to as long as your membership is active. It also gives you unlimited, ad-free access to a curated library of Audible Originals and nearly 200 popular Wondery+ titles.

Do I own the audiobooks I get with the Standard plan?

No, unlike the Premium Plus plan, audiobooks obtained through the Standard plan are only accessible while your subscription is active. If you cancel your membership, you will lose access to those selected titles.

How does this plan compare to Spotify’s audiobook offerings?

Audible’s Standard plan gives you one specific audiobook selection per month plus a curated library. Spotify Premium, on the other hand, offers eligible subscribers 15 hours of listening time per month from its audiobook catalog, which features over 500,000 titles.

Is the Wondery+ app still available?

No, Amazon is shutting down the Wondery podcast app and Wondery+ subscription service. Many of its popular titles are now being integrated into the curated library available to Audible Standard and other Audible subscribers.

The Bigger Picture

• Audible’s tiered pricing reflects a broader industry trend where streaming platforms segment their offerings to capture different consumer segments, from casual listeners to hardcore enthusiasts.
• This new plan intensifies competition within the audio entertainment sector, putting pressure on rivals like Spotify and Kobo to refine their own audiobook strategies and potentially adjust pricing or content bundles.
• The integration of Wondery content signals Amazon’s ambition to consolidate its audio offerings under the Audible brand, aiming to create a more comprehensive and cohesive ecosystem for spoken-word content.
• The “access, not ownership” model for the Standard plan indicates a strategic pivot towards a more rental-like experience for budget-conscious consumers, mirroring trends seen in music and video streaming.
• By lowering the entry barrier, Audible is likely trying to expand its total addressable market, betting that a larger subscriber base, even at a lower price point, will lead to greater overall revenue and market dominance.