The ebook self-publishing landscape has undergone a remarkable transformation over the past decade. What was once viewed with scepticism by the publishing industry has become a legitimate and often preferred path for authors worldwide. To understand the current state of this evolving market, we spoke with Kris Austin, whose platform Draft2Digital serves over 300,000 authors publishing more than a million titles across global markets. From Oklahoma City, he shared his insights on how independent authors are reshaping the publishing world.



Inside the Ebook Self-Publishing Industry



With market shares amounting to 40% of sales in the US, ebooks present new opportunities for writers who are able to benefit from self-publishing platforms like Self2digital.



Can you introduce Draft2Digital and its mission?



Draft2Digital currently serves over 300,000 authors who are independently publishing more than a million titles. We have been operating since 2012, and the industry has changed considerably during that period. Our goal is to help authors achieve their dreams by removing technical barriers and making the publishing process as streamlined and straightforward as possible.







What languages and markets do you cover?



We have published books in over a hundred languages. While English remains predominant, approximately 15 to 20 percent of sales come from non-English titles, with Spanish and German ranking as the second and third most popular languages. Our distribution reaches 180 countries, and about 40 percent of all sales occur outside the United States.



ebook self publishing industry entrepreneur Kris Austin talked to us from Oklahoma City, OK.



How has self-publishing evolved since 2012?



When we started in 2012, self-publishing was still in its early stages. The real catalyst came in 2007 when Amazon released the Kindle, which sparked the explosion of digital books. Back then, there was significant stigma attached to being an independent author; many felt they were not as credible as traditionally published writers. Today, that perception has completely shifted. Many authors now choose self-publishing as their first option. We also see numerous hybrid authors who move between traditional and independent publishing, depending on their goals. The focus has shifted to the quality of the book and reader demand rather than the publishing model itself.



What types of books dominate the ebook market?



The majority of our ebooks are genre fiction: romance, fantasy, mysteries, and thrillers. These narrative fiction categories account for approximately 80 percent of ebook sales. Our print-on-demand service shows a different pattern, with roughly 40 percent fiction and 60 percent non-fiction. All these books are intended for consumer readers purchasing for personal enjoyment.




Genre fiction (romance, fantasy, mysteries, and thrillers) amounts to approximately 80 percent of ebook sales




Wit ebook self-publishing, authors can find readers anywhere in the world without leaving their homes. Image created with Midjourney



Is ebook self-publishing viable for image-heavy books like photography?



It is possible, though more demanding. Image-heavy books typically require a professional formatter to achieve the desired layout, particularly in digital formats where presentation can be challenging. For print editions, colour printing and layout involve additional complexity compared to text-only publications.



What determines success in ebook self-publishing?



The most successful authors treat publishing as a business. After creating a book they are proud of, they focus on marketing, discoverability, sales, and distribution. They approach it with an entrepreneurial mindset. However, it can also work as a part-time endeavour, particularly for authors writing series with multiple titles. One advantage of independent publishing is that you do not need a massive readership to succeed. Indie authors typically retain 60 to 80 percent of their sales revenue, allowing them to price competitively and target niche markets effectively. Even with just 2,000 potential readers, if you capture that audience and build loyalty, you can build a sustainable career.




Indie authors typically retain 60 to 80 percent of their sales revenue




If writing is your dream, ebook self-publishing could make it real draft2digital claims.



How does Draft2Digital help authors reach global audiences?



First, availability is essential. Authors upload their manuscript in Word format to our website, along with a cover image. I recommend not spending more than 100 dollars on a cover when starting out. Our system converts everything to digital formats and distributes to thousands of stores, including major online retailers, smaller platforms, and libraries across the US, UK, and Australia, typically within a few days. Accurate metadata, including title, description, and category, is crucial for helping readers find your book.



What marketing strategies work for unknown authors?



Discoverability is always a challenge. Successful authors connect with readers through social media, choosing platforms based on their target audience. Facebook may suit an older demographic, while TikTok reaches younger readers. Authors must identify where their audience congregates and invest effort in building those connections. Nothing comes free when selling a product; it requires consistent work.



What are the main differences in reading habits across countries?



Reading preferences vary significantly by region. Some countries, like the US, have high ebook adoption, while others, such as Germany, still favour print by a considerable margin. Certain markets, like Canada, show preferences for book bundles. Interestingly, German readers consume many English-language books, so we sell substantial quantities of English print titles there.



What is the current balance between ebooks and print?



When ebooks began growing around 2007, there were widespread concerns about the death of print. That never materialised. Ebook growth peaked around 2013, but print remained dominant. Currently, approximately 60 percent of books sold are print and 40 percent are ebooks, though this varies by genre. Romance readers predominantly purchase ebooks due to lower cost and convenience, while non-fiction readers prefer print for its tactile qualities and ease of reference. This ratio has remained relatively stable for years.




Approximately 60 percent of books sold are print and 40 percent are ebooks




Are people reading less than before?



Readership fluctuates in cycles. We saw a significant peak during the COVID lockdowns, and we have been coming down from that high. However, engagement appears to be recovering. Books now compete with digital streaming and social media for attention, but dedicated readers will always find their books. We are optimistic that younger generations will discover books that resonate with them and develop reading habits.



How is artificial intelligence affecting the ebook market?



AI-written books exist throughout the market. We support AI as a tool for outlining, brainstorming, and various other assistance, much like word processors and spell checkers became standard aids. What we do not support is fully AI-generated content.




AI-written books have become a significant challenge




This has become a significant challenge, with platforms like Amazon being flooded with such material. It harms the industry and makes it harder for readers to find quality books. While AI may eventually produce excellent literature, we are not there yet, and this remains an ongoing challenge for the market.



How do you help authors stand out in a crowded marketplace?



We maintain merchandising relationships with all major retailers. Our mission is to identify promising books and propose them for spotlight placement and promotional features. We submit thousands of titles annually and achieve a 60 percent success rate. Authors can apply through our website to participate in these programmes. We also invest heavily in author education through our Self Publishing Insiders podcast, where we interview industry leaders, successful indie authors, and service providers to help authors improve their marketing and sales strategies.



What do you predict for the future of digital publishing?



Independent authors have proven their agility and ability to respond quickly to reader demands in an industry historically slow to adapt. Traditional publishers are increasingly looking to indie authors for insights on how to operate differently. They are actively recruiting successful independent authors into the traditional world. I expect traditional publishing to adopt more characteristics of indie publishing: greater agility, flexibility, and responsiveness. This convergence will continue accelerating over the coming years.



Final thoughts about ebook self-publishing



The ebook self-publishing revolution has fundamentally altered the publishing landscape. What Kris Austin describes is not merely a shift in distribution channels but a democratisation of authorship itself. With platforms like Draft2Digital removing technical barriers and providing global reach, the determining factors for success have shifted from gatekeepers to readers. For aspiring authors, the message is clear: quality content, business acumen, and direct reader engagement now matter more than ever. The stigma of self-publishing has given way to recognition that, ultimately, a book’s value lies in its ability to find and satisfy its intended audience, regardless of how it reaches them.




Learn more at Draft2Digital

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