xigxag

What xigxag does

xigxag Limited is a privately held UK digital audiobook platform founded in 2019 and headquartered in Bodmin, Cornwall. The company operates a direct-to-consumer mobile application (iOS/Android) and website that distributes more than 125,000 audiobook titles from major publishers across 60 countries, with localized pricing in multiple currencies including GBP, EUR, USD, and AUD. Its signature product innovation is the x-book® format, which combines audiobook and ebook content into a single product, allowing users to switch seamlessly between listening and reading.

The business model is a pay-per-title, no-subscription structure. Pricing is unit-based, ranging from $13.95 for new customers down to $9.95 for those who have purchased more than 20 titles annually, with a curated "Listen for Less" selection available from $7.95. Revenue comes from two streams: (1) direct one-time audiobook and x-book sales to individual consumers, and (2) digital audiobook gift cards sold to UK bookshops and retailers for in-store resale, with xigxag providing the digital redemption infrastructure. The company is the UK's first B Corp certified audiobook platform, holds an Ethical Consumer Best Buy designation, and is pursuing WCAG 2.0 Level AA accessibility compliance.

xigxag has raised approximately £500,000 in disclosed equity funding (2022 round from the Cornwall & Isles of Scilly Investment Fund) plus undisclosed angel rounds in 2023 and 2025 from Lifted Ventures, Alma Angels, and founders of World of Books. The co-founders are Kelli Fairbrother (CEO) and Mark Chaplin (CTO). The company targets two primary customer segments: individual audiobook consumers seeking flexibility over subscription commitments, and UK bookshops/retailers seeking access to the audiobook market without physical inventory. The stated strategic ambition is to grow into a £1 billion global tech company with US market entry.

Name

xigxag

Legal name

xigxag Limited

Website

https://xigxag.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

xigxag is a UK-based digital audiobook platform operating in 60 countries, offering 125,000+ titles via a no-subscription, pay-per-book model with proprietary x-book® listen-and-read format, serving individual consumers and UK bookshops.

Ownership category

akta.pro rank

Product category

Digital Audiobooks

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Books: Publishing Or Publishing & Printing (2731)

akta.pro primary industry

Audiobook Retail & Subscription Platforms (Direct-to-Consumer) (MPAJAIAD)

Keywords

• Audiobook platform
• Digital book sales
• Ebook audiobook hybrid
• Pay-per-book
• Accessible reading

Headquarters

HQ city

Bodmin

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct Audiobook Sales: xigxag generates revenue primarily through direct one-time purchases of audiobooks and x-books. Customers pay per title with no subscription required. The platform uses volume-based pricing where customers receive discounts as they purchase more titles over time.
2. Retail Gift Card Sales: xigxag sells digital audiobook gift cards to UK bookshops and retailers for resale. Retailers curate titles from the catalogue and sell physical gift cards in-store, with xigxag providing the digital redemption infrastructure.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

xigxag operates a digital audiobook and x-book platform that sells audiobooks directly to consumers on a pay-per-title basis, without requiring a subscription. Its signature offering is the x-book format, which combines audiobook and ebook content in a single product, allowing users to switch between listening and reading. The platform offers over 125,000 titles across 60 countries, with volume-based loyalty pricing that automatically reduces per-title costs as customers purchase more.

Product overview

xigxag is an independent, B-Corp certified audiobook platform offering a portfolio of products centered on its core mobile app and website. The flagship offering is the xigxag App, which provides access to over 125,000 audiobook titles through a no-subscription, pay-per-book model with tiered loyalty pricing. The company's signature innovation is the x-book® format, which combines audiobook and ebook content in a single product. Additional products include Digital Audiobook Gift Cards for retail distribution in UK bookshops, and Curated Collections organized by themes, age ranges, and genres. The platform operates without requiring a monthly subscription and serves customers across 60 countries.

Differentiator

Problem solved

Functional benefit

Brands

• x-book®: The innovative listen-and-read format offered by xigxag that combines audiobook and ebook in one product

Products and services

• xigxag App
• x-book The company's proprietary listen-and-read format that combines audiobook and ebook content in a single product, allowing users to switch seamlessly between listening and reading. A registered sub-brand (x-book®).
• Digital Audiobook Gift Cards for Retailers

Quantifiable outcome

• Users can save up to $4.00 per title (from $13.95 to $9.95) through the volume-based loyalty program
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Major PublisherscoreTechnology or IntegrationPartnerships with major publishers enabling xigxag to offer over 125,000 titles. The company has established relationships with leading publishers to distribute their audiobook content.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Storytel: Storytel is a subscription-based audiobook and ebook streaming service operating across multiple European and Asian markets. It is a direct competitor in the same category as xigxag, both selling digital audio content to consumers via a streaming platform, though with different pricing models.
• BookBeat: BookBeat is a Bonnier-owned audiobook streaming subscription service operating across Europe. It is a direct competitor in the digital audiobook category, serving overlapping European consumer markets with similar digital distribution.
• Scribd: Scribd offers subscription access to audiobooks, ebooks, and other written content. It directly competes for the same consumer segment as xigxag — readers/listeners seeking digital book content — via a different (subscription) pricing model.
• Libro.fm: Libro.fm is an audiobook platform that partners with independent bookshops to drive sales — directly mirroring xigxag's gift card model and indie bookshop alignment. Both target audiobook consumers through a non-Amazon channel and emphasize support for independent retailers.

Broad incumbents

• Audible (Amazon): Audible is the market-leading audiobook subscription service owned by Amazon. It is the dominant incumbent in the same product category xigxag serves — audiobooks sold direct-to-consumer — but operates a subscription/credit-based model, in contrast to xigxag's pay-per-book approach.
• Kobo (Rakuten): Kobo is Rakuten's ebook and audiobook platform operating globally. It sells digital books and audiobooks direct-to-consumer in many of the same 60 countries xigxag serves, making it an incumbent peer across multiple geographies and product formats.
• Apple Books: Apple Books is Apple's built-in ebook and audiobook retail platform available across iOS devices worldwide. It is a broad incumbent selling audiobooks and ebooks in the same consumer category as xigxag, with the advantage of native iOS distribution.
• Google Play Books: Google Play Books is Google's ebook and audiobook retail service available on Android. It overlaps with xigxag in the digital audiobooks category, serving consumers across many of the same global markets and device ecosystems (Android).

Emerging players

• Chirp Books: Chirp Books offers discounted audiobook sales (no subscription) direct-to-consumer. It operates a similar model to xigxag's pay-per-book approach with promotional pricing rather than subscription, making it an emerging peer in the unit-pricing audiobook segment.
• Spotify (audiobooks): Spotify has expanded into audiobooks via its streaming platform, both as included content for subscribers and à la carte purchases. It is an emerging adjacent player competing for the same listening time and consumer wallet as xigxag.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/xigxag5
• Facebookfacebook.com/xigxaguk
• LinkedInlinkedin.com/company/xigxag

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about xigxag