The Self Publishing Show Live, aka the biggest indie author conference in Europe, made its return this year with a fresh new format and the same amazing energy it’s known for. This show has a reputation for being one of the most inspiring and useful events in the indie publishing world, and 2025 didn’t disappoint. From big-stage keynotes to focused hands-on mastermind sessions, it brought together authors at all stages of their journey for two days of craft, strategy, and connection.
We joined indie authors, publishing pros, and innovators across the industry to trade ideas and insights—and we left energized about what’s ahead. Here are our biggest takeaways:
Audio came up again and again, not just as a format to dabble in, but as a strategic opportunity for indie authors.
Across sessions like the “Must-Have Author Tools” panel and conversations with vendors, it became clear that authors are thinking well beyond just creating audiobooks (although that’s easier and more affordable than ever, thanks to major strides in AI narration). What’s shifting is how authors are choosing to sell and distribute their audio work.
From library systems to direct-to-reader storefronts to emerging platforms that aren’t controlled by a single dominant retailer (unlike ebooks), authors are exploring more flexible and empowering ways to reach listeners. One of the biggest shifts? A move away from subscription models and toward streaming-based access, with platforms like Spotify leading the charge. This opens the door for authors to reach new, global audiences who may never buy a credit-based audiobook, but will happily press play on a streaming platform they already use every day.
Companies like Dreamscape Media, Spotify, and Tantor were on hand to talk about this evolving landscape, including the rise of indie-friendly imprints, the value of licensing, and the growing importance of owning your distribution path when it comes to audio.
💡 The takeaway?
Audio isn’t just a nice-to-have anymore. It’s emerging as a core revenue stream for indie authors who want to future-proof their businesses and reach new audiences. Thanks to advances in AI narration and a growing ecosystem of indie-friendly platforms, getting an audiobook made and distributed is more accessible than ever. But authors aren’t just creating audio, they’re getting strategic about how they sell it. Whether it’s tapping into libraries, experimenting with direct sales, or exploring the myriad of distribution channels that exist, audio is becoming a space where indie authors can carve out more control, better royalties, and stronger connections with listeners. The landscape is shifting fast, and savvy authors are starting to treat audio with the same intentionality they’ve long applied to ebooks.
With all of these advances, though, comes a new challenge: standing out. Authors will need smart ways to draw attention to their audiobooks, and that’s where our Audio Thicket promos can help. They’re designed to give authors a boost in visibility and help connect great audio stories with eager listeners.
Direct sales have been a hot topic in the indie author world for the past few years: authors building Shopify stores, selling ebooks and audiobooks direct, and trying to break free from the limitations of retailer algorithms and shrinking royalties. But what we saw at this year’s conference was the next iteration of that conversation: direct sales as an experience.
Authors are thinking outside the (book) box and reimagining how they deliver their stories, and the value they create for readers, by tapping into creativity, connection, and premium formats.
One of the most buzzed-about sessions came from David Viergutz, the entrepreneur and storyteller behind ScareMail, a serialized horror experience delivered via physical mail. Yes, physical mail. His approach isn’t just clever—it’s rooted in solving reader problems. By designing a high-impact, immersive experience instead of just selling a book, he’s built a thriving direct business with strong margins and a loyal audience.
This theme echoed across other sessions as well: from panels on TikTok as a sales platform to discussions around author-branded merch, premium story-driven email series, and interactive reading experiences. Authors are getting bold about monetizing their creativity in formats that go well beyond the digital page.
💡 The takeaway?
Direct sales don’t just have to be about running your own online store. They can be about designing meaningful, high-value experiences around your storytelling. When you shift from pushing products to creating a connection, readers aren’t just willing to buy—they’re excited to.
The conversation around AI at SPS 2025 was refreshingly grounded: fewer buzzwords and more practical, author-focused insights. While there’s still plenty of reticence in the indie community (and understandably so), what stood out this year were the brilliant use cases that positioned AI not as a threat, but as a support system—one designed to give authors more time to do what only they can do: tell great stories.
In her Day 1 keynote, Chelle Honiker captured this sentiment perfectly:
“Let AI do the boring so you can do the brilliant.”
She showed how tools like Make can help authors build automated workflows that repurpose content, streamline social media, and simplify cross-platform communication—all without touching a line of code.
On Day 2, she went even deeper in a hands-on workshop focused on building full no-code marketing pipelines. Authors learned how to create systems that handle repetitive tasks, like audience segmentation, content distribution, and newsletter follow-ups, so they can spend less time in spreadsheets and more time in story worlds.
💡 The takeaway?
AI isn’t a gimmick or a shortcut to creativity—it’s a time-saving ally. The smartest authors aren’t using it to replace the art of writing; they’re using it to protect their bandwidth for that art. It’s not about making the work less human—it’s about removing the busywork so the human part can shine brighter.
SPS Live 2025 struck a smart balance by offering two distinct learning experiences across its two-day schedule. While the topics—craft, marketing, mindset, and tools—remained largely consistent throughout, the depth of exploration evolved from one day to the next.
Day 1 at Queen Elizabeth Hall featured a dynamic lineup of speakers covering everything from story hooks and publishing strategy to author mindset and emerging tools. With a more accessible ticket price, it attracted a wide range of attendees, especially newer authors, creating a vibrant, welcoming atmosphere.
Day 2 took those same themes and zoomed in. With a smaller group and workshop-style sessions running in parallel tracks, authors were able to dig into topics like Amazon Ads, AI automation, and global distribution at a much more tactical, hands-on level.
💡 The takeaway?
If Day 1 felt like a 101-level overview, Day 2 delivered the 300-level seminar. It was a structure that respected where each author was in their journey and offered the flexibility to go broad, go deep, or both.
If there’s one thing SPS Live London reinforced, it’s this: indie authors are leveling up.
They’re not just writing books—they’re running businesses, exploring new formats, and building communities around their work. Whether it’s through AI-enhanced marketing, premium direct sales, or deeper investments in audio, authors are embracing the tools and mindsets that lead to lasting careers.
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