Spotify vs Storytel:Which is more popular?
In September 2026, Spotify had more branded searches than Storytel among audiobook and ebook services in New Zealand. Spotify had about 310,000 branded searches, while Storytel had 90. Spotify made up 85.8% of all audiobook and ebook service searches we track, and Storytel accounted for 0.02%. When we asked ChatGPT and Google AI Overviews about audiobook and ebook services, Spotify appeared in two of the five answers and Storytel in none.
Who do people search for more?
Spotify, about 3442 searches for every 1 for Storytel
Who does AI mention more?
Spotify, mentioned in 2 of 5 answers, Storytel in 0
Who does AI recommend more?
Spotify, the only one of the two named
Follow Spotify vs Storytel and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top audiobook and ebook services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Spotify was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Storytel did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Kobo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Libby5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Audible4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Kindle3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
BorrowBox3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Spotify2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Storytel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about audiobook and ebook services
5 answers
Asked ChatGPT
“Which audiobook or ebook service should I use in New Zealand?”
Asked ChatGPT
“What are the best audiobook and ebook services in New Zealand?”
Asked ChatGPT
“What's the best audiobook or ebook service in New Zealand for reading on the go?”
Searched Google, AI Overview
“best audiobook app”
Searched Google, AI Overview
“ebook app”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is Spotify or Storytel more popular in search?
This chart shows how often people search Google for Spotify and Storytel by name. Each line represents a brand's share of searches for all seven audiobook and ebook services we track, month by month, from searches in New Zealand.
Share of searches by month for Spotify, Storytel. The figures are in the table below the chart.
View monthly share of searches table
| Month | Spotify | Kindle | Kobo | Audible | Libby | BorrowBox | Storytel |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 86.1% | 7.3% | 2.6% | 3.1% | 0.7% | 0.31% | 0.03% |
| Nov 2025 | 82.7% | 10% | 3.3% | 3% | 0.69% | 0.28% | 0.03% |
| Dec 2025 | 79.2% | 11.5% | 4.6% | 3.5% | 0.81% | 0.3% | 0.04% |
| Jan 2026 | 75.7% | 13.4% | 5% | 4.2% | 1.2% | 0.43% | 0.05% |
| Feb 2026 | 86.2% | 7.2% | 2.6% | 2.8% | 0.84% | 0.29% | 0.02% |
| Mar 2026 | 87.6% | 6.2% | 2.2% | 3% | 0.79% | 0.23% | 0.03% |
| Apr 2026 | 82% | 8.8% | 3.8% | 4.1% | 1.1% | 0.32% | 0.03% |
| May 2026 | 86.7% | 6.3% | 2.8% | 3% | 0.96% | 0.25% | 0.02% |
| Jun 2026 | 87% | 6.8% | 2.7% | 2.4% | 0.91% | 0.22% | 0.02% |
| Jul 2026 | 82.7% | 8.4% | 3.8% | 3.5% | 1.2% | 0.45% | 0.03% |
| Aug 2026 | 85.5% | 7% | 3.3% | 2.8% | 1.1% | 0.3% | 0.03% |
| Sep 2026 | 85.8% | 7.1% | 3.6% | 2.6% | 0.73% | 0.26% | 0.02% |
How has the Spotify and Storytel comparison changed over the last 12 months?
3 findings
- Spotify was ahead of Storytel in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Spotify’s share of searches among audiobook and ebook services in New Zealand moved from 86.1% to 85.8%, and its estimated monthly branded searches held steady at 310K.
- Across the 12 months ending September 2026, Storytel’s share of searches among audiobook and ebook services in New Zealand moved from 0.03% to 0.02%, and its estimated monthly branded searches moved from 110 to 90.
How did search popularity change for New Zealand audiobook and ebook services in September 2026?
1 change
Estimated monthly branded searches for Storytel in New Zealand fell 18.2% over 12 measured months, from 110 to 90 in September 2026.
How are branded searches counted?
11 search terms
Brandwave collects information about searches that people make online using Spotify’s and Storytel’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among audiobook and ebook services
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.