Amazon Music has redefined audio streaming by making Audible’s full catalog available to Amazon Music Unlimited subscribers. Launched in US, UK, & CA and expanding into gloabl markets in 2025, the campaign's primary target customers are Mass Market Listeners (MMLs). This listener is defined as someone who subscribes to a music service, may listen to podcasts regularly, and read or listen to a few books per year but are unlikely to subscribe to a standalone audiobook service.
Now, Amazon Music Unlimited individual plan subscribers, and primary account holders to the family plan, can listen to one audiobook at a time—of any length—per month with their subscription. Customers can stream at their convenience and can continue listening to their monthly title after the next billing cycle begins, or select a new one. While Amazon Music offers access to one Audible title per month, customers who want more beyond their monthly listen can subscribe to an Audible membership or purchase titles a la carte directly from the Audible app.
"The combination of Amazon Music and Audible, two pioneers in audio streaming, brings an unmatched selection of audio entertainment to customers,” said Steve Boom, VP of Audio, Twitch and Games for Amazon. “Amazon Music redefined audio streaming through the magic of Alexa, and with the introduction of high-definition and spatial music. Today, Amazon Music introduces the audiobook category to a brand-new audience by making Audible’s industry-leading catalog of audiobooks available to Amazon Music Unlimited subscribers.”
Amazon Music Unlimited has become your all-in-one audio subscription, now including Audible - an audiobook and podcast service giving users the widest collection of stories, genres and authors for every taste and preference. The campaign positions Amazon Music with Audible as an effective choice for turning dull moments into audio-rich adventures, showing the brand's authentic connection to the culture of people “On The Go”.
The campaign launches within Amazon Music’s strategic platform “Listen Closer” which is grounded in the listening experience and focuses on the emotional bond fandoms create with certain books. With 70% of audiences* saying fandom is a part of their everyday life and casual readers struggling to find the time to read**, Audible enables users to get in on the stories and fandoms they want to be a part of, wherever they are. “On The Go” emphasizes the power to transform your boring commute into an immersive, audio-centric adventure. You can get to that classic lit you never got to, lose yourself in the royal gossip or the romantacy hype, connect in a new way with your favorite artists, celebrities and thought leaders as they tell their stories in their own voice and so much more. The 30-second hero film introduces the new Audible feature by starting with what appears to be an Amazon Music spot only to quickly switch gears and bring viewers deeper into a noir-style Audible odyssey including some intriguing characters.
Shot by visionary young filmmaker Lance Oppenheim and scored by his musical collaborator Ari Bazoulian, these films rely on punchy, cinematic-quality story-telling that appeals to all the savvy, content-hungry listeners burning through the hours in bus stops, airports and traffic jams.
The campaign launched in November 2024 across digital and streaming platforms in the US, Canada and the UK, and included out-of-home’s placements in bus and train stations, key street locations, and major US airports including JFK, LAX, Atlanta’s Hartsfeild-Jackson and Chicago O’Hare.
Campaign Objectives and Media Flight Reporting (WIP) 11/21-12/31/2024
Meta ads were most effective at driving upper-funnel awareness and lift in the campaign.
On TikTok, results varied by market, but the campaign was effective at driving ad recall across both markets, as well as intent in the US and feature awareness in the UK.
YouTube placements drove an excellent CPM, but struggled to drive lift across the United States and United Kingdom, in particular.
For US/UK/CA launch in November 2024 we consider these efforts and results a success, and have garnered high-value learnings that will be applied to creative for international expansion in 2025.
