Self-Publishing Industry Insights – Q1 2022
This series is designed to provide a perspective on the self-publishing landscape. It’s derived from a combination of sales reports from the top-selling titles aggregated across all the platforms Draft2Digital has delivered to (retail, library, and subscription), sales reports from Smashwords (which includes distributed titles to retail and library platforms as well as the Smashwords store – the world’s largest indie author bookstore), as well as trends that the folks at Draft2Digital have been tracking based on conversations with authors and folks from across the industry.
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This time, we take a look at Q1 2022 sales (Jan/Feb/Mar), with comparisons to previous year trends, the top-selling self-published titles from Draft2Digital and Smashwords, and some predictions and thoughts about the state of bookselling and publishing.
To note, the majority of these reports are based on revenue rather than unit sales.
As Erin Wright of the Wide for the Win Facebook group is known to say: “Bank over rank!” is what keeps food on the table and a roof over an author’s head. Sure, plenty of unit sales and high ranking are fine, but an author can’t survive on ego alone.
Top-Selling Genres for Q1 2022 – Ranked in Order by REVENUE
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FICTION / Romance |
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FICTION / Fantasy |
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FICTION / Mystery & Detective |
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FICTION / Erotica |
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FICTION / Action & Adventure |
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FICTION / Science Fiction |
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FICTION / Women |
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FICTION / Crime |
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FICTION / LGBT |
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HEALTH & FITNESS / Diet & Nutrition |
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FICTION / Family Life |
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FICTION / Coming of Age |
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FICTION / Historical |
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FICTION / Fairy Tales, Folk Tales, Legends & Mythology |
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YOUNG ADULT FICTION / Fantasy |
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YOUNG ADULT Fiction / Romance |
This list is based on the merger of the higher-level classifications. For example, while you see FICTION / Romance at the top, this is really a look at the combined Romance subcategories.
Here’s a breakdown of the sub-categories of ROMANCE, again, in order of highest revenue.
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FICTION / Romance |
Contemporary |
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FICTION / Romance |
Suspense |
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FICTION / Romance |
New Adult |
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FICTION / Romance |
Historical / Regency |
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FICTION / Romance |
Billionaires |
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FICTION / Romance |
Action & Adventure |
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FICTION / Romance |
Paranormal / Shifters |
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FICTION / Romance |
Military |
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FICTION / Romance |
Science Fiction |
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FICTION / Romance |
Romantic Comedy |
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FICTION / Romance |
Paranormal / General |
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FICTION / Romance |
Clean & Wholesome |
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FICTION / Romance |
LGBT / Gay |
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FICTION / Romance |
Sports |
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FICTION / Romance |
General |
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FICTION / Romance |
Erotica |
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FICTION / Romance |
Fantasy |
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FICTION / Romance |
Western |
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FICTION / Romance |
Collections & Anthologies |
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FICTION / Romance |
Historical / Scottish |
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FICTION / Romance |
Paranormal / Vampires |
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FICTION / Romance |
Historical / Victorian |
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FICTION / Romance |
Historical / General |
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FICTION / Romance |
Holiday |
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FICTION / Romance |
Multicultural & Interracial |
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FICTION / Romance |
Historical / Medieval |
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FICTION / Romance |
Time Travel |
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FICTION / Romance |
LGBT / Lesbian |
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FICTION / Romance |
African American |
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FICTION / Romance |
Paranormal / Witches |
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FICTION / Romance |
Historical / 20th Century |
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FICTION / Romance |
Historical / American |
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FICTION / Romance |
Royalty |
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FICTION / Romance |
Historical / Ancient World |
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FICTION / Romance |
LGBT / Bisexual |
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FICTION / Romance |
Later in Life |
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FICTION / Romance |
Medical |
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FICTION / Romance |
LGBT / General |
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FICTION / Romance |
Polyamory |
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FICTION / Romance |
Workplace |
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FICTION / Romance |
Historical / Viking |
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FICTION / Romance |
Police & Law Enforcement |
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FICTION / Romance |
Firefighters |
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FICTION / Romance |
Historical / Tudor |
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FICTION / Romance |
Historical / Gilded Age |
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FICTION / Romance |
Historical / Renaissance |
|
FICTION / Romance |
LGBT / Transgender |
For the 2nd highest overall category, FANTASY, notice how the more traditional “Epic” fantasy (sword and sorcery tales most typically aligned with “Tolkien” adventures) is third highest. In recent years, paranormal and urban fantasy has overtaken this more traditional perspective of fantasy.
|
FICTION / Fantasy |
Paranormal |
|
FICTION / Fantasy |
Urban |
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FICTION / Fantasy |
Epic |
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FICTION / Fantasy |
Dark Fantasy |
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FICTION / Fantasy |
Romantic |
|
FICTION / Fantasy |
Contemporary |
|
FICTION / Fantasy |
General |
|
FICTION / Fantasy |
Action & Adventure |
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FICTION / Fantasy |
Dragons & Mythical Creatures |
|
FICTION / Fantasy |
Historical |
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FICTION / Fantasy |
Collections & Anthologies |
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FICTION / Fantasy |
Humorous |
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FICTION / Fantasy |
Gaslamp |
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FICTION / Fantasy |
Military |
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FICTION / Fantasy |
Arthurian |
Notice, also, how high up “romantic” fantasy is on the list? And if you look back to the breakdown of ROMANCE sub-classes, you’ll see that a couple of the “Paranormal” categories (Shifters, and General), are in the top 10.
This is part of a long-term trend within indie publishing of the continuing popularity of cross-genre fiction. Because indie fiction isn’t worried about a single, often “scaled-back” higher level categorization that is required to place a book on the shelf of a bricks-and-mortar store, online customers can more easily find the specific niche fiction they enjoy, and often can pick and choose the more unique sub-genre combinations that appeal to them. Compare that the typical browser experience in a physical location where all the Science Fiction and Fantasy books (for example) are blended together, alphabetical by author in a merged realm.
The big-name authors typically stand out there, especially among the hundreds of mostly spined books. Whereas, in the digital realm of more than 3500 potential book categories, readers can discover and enjoy new voices with that fine-tune browsing. And that’s where an on-genre cover thumbnail, combined with a killer book description, can make a difference.
Global Growth
We’ve long been fascinated with global growth and are noticing those trends continuing. Here’s a look at global sales as reported from 2019, and what they are for Q1 of 2022.
The chart might appear to show that US sales are shrinking, but that’s not true. Sales in the US are larger than they were in 2019. However, as a percentage of overall global sales, they are smaller. This is because other territories are starting to grow.
Notice that between 2019 and 2022 ROW (Rest of World) sales. (IE, sales beyond the top 8 or 9 countries large enough to easily “see” on the pie chart) grew from 7.48% of sales to 8.43%.
We predict that we’re going to continue to see that growth as other countries around the world discover the joy of reading eBooks.
Trends to Pay Attention To
We’ve not only looked at data from numerous sales channels and talked to thousands of authors since the beginning of 2022, but the folks at Draft2Digital are also paying close attention to trends from the entire industry – not just indie sales.
And one thing we’ve noticed, particularly in the past month or two, is that sales are down across the board. Yes, they are still higher than they were in 2019; but the unprecedented growth that we started to see in March 2020 as countries around the world locked down in response to a global pandemic, has stopped.
As spring has arrived for much of the northern hemisphere (where the majority of the self-publishing and traditional publishing reporting happens), we have been tracking trends that show a decline in reading. This is from across all formats: paperbacks, eBooks, and Audiobooks.
We suspect that it’s not only that “get outside and enjoy the warmer outdoors” seasonal effect, but it is compounded with the lifting of lock-down and pandemic related restrictions for socializing, gathering in groups, and traveling. Just as, in March 2020, people were stuck inside and many of them started to discover the thrill and magic of eBook reading, now, people are currently spending less time “with their nose in a book.”
The main reason we want to share those insights with you is this:
If you are looking at your sales dashboard and frustrated that all the same marketing efforts that used to work wonderfully for you have recently fallen flat, it’s not you – it’s the overall industry itself.
Don’t panic. Don’t assume that everything you’re doing is suddenly wrong. Don’t believe that “nobody is reading my genre anymore” or any of that. In general, sales are down across the entire industry. But they will, as they always do, begin to stabilize.
Stay the course. Fight the good fight (writing and publishing the best books you can), and think about the long term.
As summertime in the Northern Hemisphere approaches, there will be more beach-reads happening. And, as the inevitable fall and Thanksgiving and Christmas seasons arrive (traditionally Q4 has always been the best time for selling books), sales will again normalize and grow.
Indie Bestsellers for April 2022
Indie authors are revolutionary trailblazers. Many of the books they are publishing are pushing forth . And with the combination of sales of distributed titles from the Draft2Digital and Smashwords systems, combined with sales from the Smashwords store (have I already mentioned that it’s the world’s largest bookstore for indie-only titles?), here’s a look at the Top 25 Indie Bestsellers for the month of April 2022.
(The reason it’s so late in reporting these sales – ie, the end of May when these sales are for April – is we have to wait until we receive sales report for all of our partners before we can present a comprehensive list)
As always, these are sorted by highest revenue versus highest unit sales. Congrats to these authors and their lucky readers. (The image represents that top 10 of the unique authors from the list)
|
Title |
Author |
Genre |
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Only One Forever (Only One Series 8) |
Natasha Madison |
FICTION > Romance > Contemporary |
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Fallen Creed (Ryder Creed) |
Alex Kava |
FICTION > Action & Adventure |
|
The Bunkmate (Roommate Wanted Series, #2) |
Lexy Timms |
FICTION > Romance > New Adult |
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The Score (Off-Campus, #3) |
Elle Kennedy |
FICTION > Romance > New Adult |
|
The Flatmate (Roommate Wanted Series, #3) |
Lexy Timms |
FICTION > Romance > Sports |
|
Sealed with a Kiss |
Alexa Riley |
FICTION > Romance > Contemporary |
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Walker (Grim Sinner’s MC Originals, #4) |
LeAnn Ashers |
FICTION > Romance > New Adult |
|
The Mistake (Off-Campus, #2) |
Elle Kennedy |
FICTION > Romance > New Adult |
|
The Goal (Off-Campus, #4) |
Elle Kennedy |
FICTION > Romance > Contemporary |
|
Distant Shores (Cottage by the Sea Series, #2) |
Lexy Timms |
FICTION > Romance > Romantic Comedy |
|
Falling Hard (Crimson Point Protectors Series, #1) |
Kaylea Cross |
FICTION > Romance > Military |
|
The Beach House (South Carolina Sunsets, #1) |
Rachel Hanna |
FICTION > Women |
|
Twisting Ocean (Cottage by the Sea Series, #3) |
Lexy Timms |
FICTION > Romance > Action & Adventure |
|
The Dare |
Harley Laroux |
FICTION > Romance > Erotica |
|
What a Day! Short Stories by Southern Writers |
Linda Winstead Jones et al. |
FICTION > Romance > Collections & Anthologies |
|
Sunsets & Second Chances (South Carolina Sunsets, #2) |
Rachel Hanna |
FICTION > Women |
|
Act of Freedom (PSI-Ops Series, #8) |
Mandy M. Roth |
FICTION > Fantasy > Paranormal |
|
His Hidden Omega (Alpha Security Company, #4) |
Mina Carter |
FICTION > Romance > Suspense |
|
Romeo (The Alpha Elite Series, #3) |
Sybil Bartel |
FICTION > Romance > Suspense |
|
Mardi Gras Murder |
Leslie Langtry |
Fiction > Mystery & detective > Women Sleuths |
|
Rafe (Wilde Love, #3) |
Kelly Collins |
FICTION > Romance > New Adult |
|
Fireflies & Family Ties (South Carolina Sunsets, #3) |
Rachel Hanna |
FICTION > Women |
|
Mr. Bloomsbury (The Mister Series, #5) |
Louise Bay |
FICTION > Romance > Romantic Comedy |
|
Stone (Pittsburgh Titans, #2) |
Sawyer Bennett |
FICTION > Romance > Sports |
|
Show Me Forever (The Maxwell Brothers, #3) |
Layla Hagen |
FICTION > Romance > Contemporary |