Depuis quelques années, nous avons développé une nouvelle forme de consommation de la musique, oubliant les CD et les radiocassettes, pour laisser place aux téléchargements et nouveaux Ipod. Avec ces habitudes, sont également apparus des sites dédiés à l’écoute en streaming, tels que Spotify ou Deezer, qui connaissent un succès fulgurant et révolutionnent notre pratique quotidienne de l’écoute musicale.
Pourtant, depuis le 2 mai et l’annonce de la création d’une application Spotify pour l’Ipad, les choses semblent encore s’accélérer, et on pourrait voir se profiler des idées similaires en ce qui concerne les livres. Jusqu’à présent, les abonnés à Spotify étaient limités à utiliser le service d’accès à la bibliothèque musicale sur leur smartphone ou sur leur ordinateur. Si Spotify s’intéresse aujourd’hui aux tablettes, doit-on imaginer qu’un système comparable pour le livre sera bientôt disponible ?
Le streaming pour les livres, un projet pertinent?
Spotify est un service de streaming qui fonctionne sur le principe de la licence globale. Comme Netflix pour les films, les utilisateurs du service bénéficient d’un accès illimité à plusieurs milliers de chansons ou de films en échange d’une souscription (de 60 euros à 120 euros par an pour Spotify).
Le sujet du cloud reading, a été posé sur la table en 2010, au moment où Spotify a annoncé qu’il ajouterait à son catalogue de musique plus de 50 000 livres numériques (et livres audio). Ainsi, « le cloud reading » est un mode de lecture qui donne accès, comme dans le cas de la musique, à un nombre incroyable de livres en accès gratuit, à lire en streaming sur tablette numérique, à condition de supporter des publicités contextuelles.
Si cette idée n’a toujours pas trouvé de suite, il semble qu’elle représente une véritable opportunité pour l’éditeur, capable de repenser totalement notre rapport au livre. En outre, ce système permet de vraies interactions (recommandations, publications sur les réseaux sociaux, partage de listes de lecture) mais aussi donne un aperçu rapide des livres (extraits et des informations de l’éditeur) qui pourrait dynamiser la pratique de la lecture.
Les éditeurs gagneraient beaucoup de visibilité avec un accès libre et immédiat à tout leurs fonds et leurs nouveautés. Le cloud reading pourrait aussi être un moyen particulièrement efficace de lutte contre le piratage des livres numériques dans la mesure où il offre un accès gratuit et surtout légal à un catalogue important.
Le cloud reading, un modèle déjà utilisé à l’étranger
A l’étranger, plusieurs entreprises ont déjà eu cette idée, et développent des sites de téléchargement de livres en streaming. On trouve des exemples de ce genre en Suède, avec le projet de Platify, qui propose des textes libres de droit, et contourne astucieusement la question épineuse du droit d’auteur.
Mais le plus abouti est certainement celui de 24Symbols fondé en Espagne en 2010, qui reprend les grands principes de Spotify. Le lecteur peut avoir accès à un compte gratuitement (financement par la publicité) ou à un compte premium, à raison d’une participation financière mensuelle – qui reste d’ailleurs très abordable. 24symbols réalise également des accords avec des éditeurs afin de proposer une bibliothèque attractive et dynamique.
Pourtant, l’idée du cloud reading pose déjà des questions du côté des éditeurs, des auteurs ou encore du lecteur. En effet, le succès d’un tel projet réside d’abord dans sa capacité à fournir une offre la plus large possible. Des startup, comme 24symbols, ont donc intérêt à signer le plus grand nombre d’accords avec les éditeurs, qui leur donnent le droit d’utiliser leurs titres sous format numérique. La question du droit d’auteur et de leur rémunération est donc au cœur de ce débat et on imagine rapidement les déviances de telles initiatives.
L’entrée de la publicité dans le monde du livre
Outre ces problèmes de richesse de catalogue et de considération de l’auteur dans la chaîne du livre, la notion de cloud reading questionne surtout les rapports du consommateur à la lecture. Acceptons-nous l’intrusion et la forte présence de la publicité dans nos pratiques de lectures ? Et sommes-nous d’accord avec le principe de l’utilisation de nos habitudes de lecture à des fins commerciales ? En tout cas, ce geste serait une grande première dans l’histoire du livre, et marquerait une véritable évolution dans le rapport du lecteur au texte.
Pour le moment, ces projets ne sont encore qu’à un stade embryonnaire et il va falloir attendre une véritable démocratisation de la lecture numérique pour en connaître les orientations. On voit néanmoins, grâce à de tels exemples, à quoi ressemblera peut-être la lecture de demain. Si elle annonce des facilités de consommation incontestables, elle fait également émerger des questionnements de fond pour le monde de l’édition, tant sur le plan économique, juridique ou éthique.
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