The Children s and Youth Book Market

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1 The Children s and Youth Book Market 1

2 Agenda 1. Book Market Trends 2. Children s and Youth Book Market Trends 3. Children s and Youth Book Market in the Entertainment Media Landscape 4. Children s and Youth Book Consumer Insights GfK April 21, 2016 Title of presentation 2

3 The Underlying Tools GfK Retail Panels and German Consumer Panel Charts & Insights in more than 30 countries for books, music, video and games GAMES 24 countries DVD 20 countries Experts for books in 11 countries BOOK 11 countries MUSIC 10 countries 2015 GfK Entertainment 3

4 Market Trends Value Book Markets vs Country Europe 2015 vs vs vs NL +5.8% -8.5% -5.5% ES +4.7% -2.3% -11.6% FR +1.7% -1.5% -2.8% IT +0.9% -2.3% -4.4% BE +0.5% -1.1% -0.9% PT +0.0% -0.2% -1.3% AT -0.2% -3.4% -2.2% PO -1.7% DE -1.8% -2.1% -0.3% CH -5.7% -4.9% +6.2% Country LATAM 2015 vs vs vs BR -5.5% +1.6% +13.3% -5.5% -1.7% +5.8% -1.8% +0.5% -0.2% +1.7% -5.7% +4.7% +0.9% +0.0% GfK April 21, 2016 Title of presentation 5

Germany: In 2015 the book market loses 40 m euros. The fifth consecutive year of decreasing expenditures for physical product cannot be offset by digital growth.

5 Germany: In 2015 the book market loses 40 m euros. The fifth consecutive year of decreasing expenditures for physical product cannot be offset by digital growth. Development of book market (brick-and-mortar + online retail) spending in m Downloads Physical Purchases 3,873 4,029 3, , , , , , , % 4,107 4, % vs Ø paid price in 3,669 3,856 4,008 4,045 4,139 4,191 4,096 4,036 4,008 3,899 3, Menge Volume in in Mio. m units Stück Book market incl. audiobooks (physical + download) + e-books Basis: Key Facts, Periods Januar y December each, n=2015: n = % vs

6 Germany: E-books continue to play a noteworthy role only within the fiction sector with a market share of eight percent. E-books within genres spending in % 3,9 4,3 4,5 4,0 6,4 7,3 8,0 Low level of E-books in Children s & Youth segment 2,4 0,8 1,6 1,7 1,5 0,9 2,0 1,6 1,4 0,9 1,0 1,3 1,2 0,3 0,3 0,2 Total 2012 Fiction/Poetry Non-Fiction Children s & Youth Books Reference Books Travel E-book percentage related to book market incl. audiobooks (physical + download) + e-books Basis: Spending in %, Periods January December each, n=2015:

7 Germany: The children s and youth book market has remained stable since 2008 Development of children s and youth book market spending in m Downloads Physical Purchases Ø paid price in Children s and youth book market including audiobooks (physical + download) + e-books Volume in m units Basis: Key Facts, Periods January December each, n=2015: n =

8 Market Trends Value Children/Young Adult Genre 2015 vs Country Europe Total Market YoY Growth Children/Young Adult YoY Growth FR +5.8% -0.4% NL +5.3% +6.0% ES +4.7% +11.8% IT +0.9% +4.8% BE +0.5% -1.2% PT +0.0% +9.0% AT -0.2% -2.9% PO -1.7% +8.6% DE -1.8% -1.0% CH -5.7% -2.4% Country LATAM Total Market YoY Growth Children/Young Adult YoY Growth BR -5.5% -2.5% -2.5% -1.7% +6.0% -1.0% -1.2% +8.6% -0.4% -2.4% +11.8% +4.8% +9.0% GfK April 21, 2016 Title of presentation 9

9 Top-Products 2015 Global Bestsellers Top-10 Top-10 Top-10 books #10 and #9 of the series Diary of a Wimpy Kid by Jeff Kinney all kind of books (Fiction, Coloring, Sticker) about the successful Disney movie Frozen Young Adult fiction by US-bestselling author John Green GfK April 21, 2016 Title of presentation 10

10 Examples of Top-10-lists dominated by international titles Ranking Title Author 1 DIARIO DE UM BANANA 10 KINNEY, JEFF 2 CIDADES DE PAPEL GREEN, JOHN 3 DIARIO DE UM BANANA 1 KINNEY, JEFF 4 FROZEN ANNA & ELSA E O SEU NOVO AMIGO DISNEY 5 VIUVA E O PAPAGAIO WOLF, VIRGINIA 6 ULISSES MENERES, MARIA ALBERTA 7 PIRATAS TEATRO PINA, MANUEL ANTONIO 8 PRINCIPEZINHO Portugal 9 CAVALEIRO DA DINAMARCA SAINT-EXUPERY, ANTOINE DE ANDRESEN, SOPHIA DE MELLO BREYNER 10 VIDA MAGICA DA SEMENTINHA REDOL, ALVES Ranking Title Author 1 DIARIO DE GREG 9: CARRETERA Y MANTA KINNEY, JEFF 2 WIGETTA. UN VIAJE MAGICO WILLYREX / VEGETTA777 3 DIARIO DE GREG 1: UN PRINGAO TOTAL KINNEY, JEFF 4 STILTON: EL GRAN LIBRO DEL REINO DE LA FANTASIA STILTON, GERONIMO 5 DIARIO DE GREG 10: VIEJA ESCUELA KINNEY, JEFF 6 FUTBOLISIMOS 1, LOS / EL MISTERIO DE LOS ARBITROS DORMIDOS SANTIAGO, ROBERTO 7 AFTER (SERIE AFTER I) TODD, ANNA 8 PRINCIPITO, EL Spain SAINT EXUPERY, ANTOINE DE 9 DIARIO DE GREG 8: MALA SUERTE KINNEY, JEFF 10 DIARIO DE GREG 2: LA LEY DE RODRICK KINNEY, JEFF GfK April 21, 2016 Title of presentation 11

11 Top-Products 2015 but also country-specific bestsellers some examples Rico, Oscar und die Tierschatten Novel by Andreas Steinhöfel made a film in 2014 The little prince Children book classic by Antoine de Saint-Exupéry Series by illustrator and comic-author Robert Trojanowski PIXI-series in the German language markets The treehouse-series by Australian author Andy Griffiths GfK April 21, 2016 Title of presentation 12

12 Germany: In the medium term primarily fiction children's books and the sector playing and learning are growing. Development of subgenres spending in % Picture Books, Narrative/Religious Cardboard / Tactile Picture Books Lecture Books, Fairy Tales, Legends, Rhymes, Songs First Reading / Preschool Age Non-fiction, Non-fiction Picture Books Playing, Learning Children s Books Up To 11 Years Youth Books for12 Years and Over, Biographies Total rate of change Rates of Change (%) 2015 vs Spending in m Children s and youth market including audiobooks (physical + download) + ebooks Basis: Spending in m and in %; Periods January December each n=2015:

Topic Time Budget - Germany Two Essential Pain Points : Consumers have less and less free time available. Increasing competition for this limited time budget with home theater, gaming, social media.

13 Topic Time Budget - Germany Two Essential Pain Points : Consumers have less and less free time available. Increasing competition for this limited time budget with home theater, gaming, social media... Perceived Lack of Time, Increasing Tendency YOUNGER ONES FAMILY LIFEWORLDS MIDDLE-AGED ONES OLDER ONES Time for Videos feature films TV episodes users watch Ø per month 44% 49% 37% 41% 9% 9% Time for Social Media Time for Gaming "There are weeks, I'm so exhausted and can t get anything done and just want to sleep. Then I cancel every appointment. (25-39y.) It's hard to please everyone. One is selfish at this age, but I just want to see my friends, getting good grades. And at the same time I also have obligations to my parents and I want a good relationship with them." (14-17y., female) 22% 24% of all desktop minutes are Facebook minutes of all smartphone minutes are spent on Facebook, Instagram or WhatsApp Ø HOURS PER WEEK REGARDING UNDER 30 YEAR OLDS 14,1 13,

14 Germany: In the youth group of 10 to 15 year olds there is by far the highest share of frequent gamers 84% Share of Frequent Gamers (Jan 16) 39% 69% 56% 58% 45% 39 21% Total up to 9 years years years years years years 50+ years Jan 16 2,5 3,5 Frequent gamers: Persons, who play computer games, video games or mobile games at least several times per month Basis: 74.0 m Germans, multi-topic survey January ,9 Jan 15 2,6 3,6 2,0 4,7 4,6 5,0 6,6 4,6 Players in m persons 4,7 4,8 7,0 15

15 Germany: In a comparison of long-term revenues the games market and the video market register the highest growth rates. Books Home Video Games Music Cinema +4% % Mio. SvoD % Mio. in-game purch % % Games: physical, digital, mobile, fees (online / browser games / networks), in-game purchases Home Video: physical, EST, TVoD, SVoD Music: physical, digital, streaming All periods: January-December, Spending in m Books: physical, ebooks, audiobook downloads, streaming 16

16 Germany: Entertainment expenditures for children up to 15 years of age: Declining due to games and music, expenditures for books have remained stable Books Home Video Games Music +2% % % % Please note: Free to play, Online Games, Microtransactions are not included in games, but are very relevant in the young target group Users up to 15 years of age All markets: physical/digital/mobile (as of 2013) excl. streaming; All periods January-December; Expenditures in m n 2015 =

17 Germany: Development of Population vs. Book Buyers: The declines within younger target groups are significantly stronger than the demographic effect. Population in m persons Population in % Book buyers in m persons 10 to 29 15,7 years 15,2-4% to 29 7,2 years 6,6-9% 30 to 39 8,6 years 7,9-9% to 39 5,2 years 3,8-28% to 49 12,4 years 11,2 50 to 59 years 10,7 11,7-10% +10% to 49 7,0 years 5,6 50 to 59 6,1 years 6,1-21% +1% 60 to 69 9,5 years 8,9-6% to 69 5,2 years 5,1-3% 70 years 11,0 and over 12,8 +16% years 5,2 and over 6,1 +17% Total 68,0 67,7 0% Total 35,9 33,1-8% Population in comparison 2010 vs. 2015, book buyers in m persons and in % Basis: Persons in m, Periods January December each, n=2015:

Germany: In the long-term comparison in terms of buyers the children s and youth book market achieves

Development of buyers in the children s and youth book market in m persons Buyers in m persons -7%

20 % 2007 2008 2009 2010 2011 2012 2013 2014 2015 Children s and youth book market including

18 Germany: In the long-term comparison in terms of buyers the children s and youth book market achieves the level of 2009, however, currently the sector has to contend with a decreasing number of buyers. Development of buyers in the children s and youth book market in m persons Buyers in m persons -7% 12,9 12,5 13,1 13,4 14,1 14,4 14,4 14,2 13,2 Buyer penetration 19 % 18% 19 % 20 % 21 % 21 % 21 % 21 % 20 % Children s and youth book market including audiobooks (physical + download) + e-books Basis: Buyers in m and in %, Periods January December each, n=2015:

19 Germany: The book trade remains the dominating channel, online gains importance Importance of distribution channels spending in % Book Trade Food Retail E-Commerce Physical Downloads Other Distribution Channels Total Rates of Change (%) 2015 vs Total rate of change Spending in m Children s and youth market including audiobooks (physical + download) + ebooks Basis: Spending in m and in %; Periods January December each n=2015:

20 Summary and Conclusions Children s and youth book market The children s and youth book market is increasing or remains stable Over the last years, printed books for children and young adults persist despite digitalization and an increasing entertainment media offer (games, home theater) competing for a limited timebudget. Global bestsellers dominate the Top-10-Rankings The children and youth book market is highly driven by international books. 2015's Top-Lists are strongly dominated by the series "Diary of a wimpy kid" or young adult novel "The fault in our stars". Decline of book buyers within younger target groups While the spending for children and youth books remain stable the sector has to contend with a decreasing number of buyers especially in the younger target groups (20-39 years > potential parents). Book industry should pay particular attention to this group to regain buyers. GfK April 21, 2016 Title of presentation 23

Report on the Spanish Publishers Industry Year 2011

Report on the Spanish Publishers Industry Year 2011 The Federation of Spanish Publishers Association January 2013 1 Domestic book trade In 23 editions, The Federation of Spanish Publishers Association