For me, this is one of the most important publishing news stories so far this year.

In a publishing landscape dominated by global players like Audible and Storytel, the idea of a Romanian start-up entering Latin America might once have seemed quixotic.

So much so that when I first picked up on Voxa showing up in some Latin American markets earlier this year I wasn’t sure quite what was going on. It was all low key and tentative and no official announcement.

“We Are Here To Win Market Share”

But earlier today, Voxa made a formal announcement. And Voxa’s now official presence across five major Latin American markets is anything but tentative.

“We are not here to explore. We are here to win market share,” said CEO Dan Vidrașcu, in a bold statement that signals both ambition and intent.

Voxa’s expansion is not a one-off gamble. It follows successful launches in Italy and Spain last year, and all importantly is part of a broader strategy to position the company as a serious global contender.

Unapologetically Assertive

With over 1 million active users in Romania and a catalogue of more than 200,000 titles, Voxa is already the largest independent book streaming platform in Central and Eastern Europe. Its goal of reaching 2.9 million users by 2029, if achieved, will mark a phenomenal growth trajectory.

And that, more than the launch itself, is what makes Voxa’s Latin American push particularly compelling: its unapologetically assertive tone.

In At the Deep End

Rather than cautiously testing the waters, one toe at a time, Voxa is demonstrating confidence bordering on brave as it leverages its homegrown technology and European market validation to enter a highly competitive space.

This is a notable departure from the typical start-up playbook, which often favours incrementalism and soft launches, or entrance into new markets by acquisition.

Here’s the thing: Latin America’s audiobook and e-book market is growing rapidly, driven by mobile-first consumption and a young, digitally engaged population. But it’s also a region where entrenched players have already established strong footholds.

Voxa’s success will depend on its ability to localise content, forge strategic partnerships, and differentiate through user experience and pricing.

The View From The Beach

And I love the symbolism: a Romanian tech company, born in a relatively small market, is now setting its sights on global influence – not by following trends, but by setting them.

Voxa’s expansion is a case study in how regional innovation can scale with vision, grit, and a refusal to play small. Which is why, for me, this is one of the most important publishing news stories so far this year.

Back in 2022 I said Voxa “could prove to be the star of the eastern Europe publishing scene as this decade unfolds.” I may have underestimated them!

Romania’s streaming start-up Voxa targets EUR 1 million and international expansion in 2022

This post first appeared in the TNPS LinkedIn newsfeed.