Nielsen BookScan Report: Key insights 2024

During the London Book Fair, Nielsen BookScan traditionally presented the latest book sales data available across 17 territories. The key insights into consumer behavior, market growth, and the impact of digital platforms on book discovery provide a broader perspective on the main trends in the publishing industry, which were highlighted in our previous report.

Steve Bohme, Research Director at Nielsen BookData, presented findings on market values, category growth, format preferences, and consumer behavior patterns during the session titled “Faster, Higher, Stronger? The U.K. and International Book Markets in 2024” on the Main Stage.

Key Insights from Nielsen BookScan report:

1. Fiction and Romantasy Growth: Fiction was the strongest performing category in print, with a 2% increase across all territories. This growth was driven by genres like crime, romance and science fiction/fantasy, which saw double-digit increases. Science fiction and fantasy also reached their highest number of overall weekly chart No. 1s since records began, highlighting their enduring popularity. The romantasy genre, fueled by BookTok, saw substantial growth, particularly among younger readers aged 13-34. This trend reflects a broader shift towards fantasy and romance in the YA market.

2. Digital Share: The U.K. had the highest digital share at 35%, followed closely by Australia, New Zealand and South Africa. Digital growth was fastest in non-fiction and children’s books in both the U.K. and France. Both ebook and audiobook sales exceeded pre-pandemic levels, with audiobooks showing a notable increase across all categories and age ranges.

3. Audiobooks: Audiobooks were the fastest-growing format in the U.K., with general fiction, crime and self-help being the top genres. Males aged 25-34 were the largest demographic in the audio market.

4. Book Discovery: Recommendation and review were key drivers of book discovery, with video sites like TikTok playing a significant role. In the U.K., recommendation and review gained importance across all categories, including fiction, non-fiction and children’s books.

5. Physical Books Trend: Despite digital growth, physical bookshop purchases have risen above pre-pandemic levels, indicating a continued appreciation for buying books from local retailers. This trend suggests that readers value the experience of browsing physical stores alongside digital convenience. Out of 17 tracked territories, more than half showed an increase in print book sales volume compared to 2023. Countries like Brazil, Colombia, India, Mexico, Poland, Portugal, and Spain experienced growth, while others faced challenges due to economic factors. While volume sales declined in many markets, robust average selling prices contributed to an overall increase in revenue. This “fewer books, more money” trend was observed in several countries, with South Africa leading in revenue growth despite a drop in copies sold.

6. Market Channels: Bookshops and cultural retailers regained their pre-pandemic share in the U.K. and France. E-tailers also gained market share, primarily at the expense of non-specialist retailers like supermarkets.

7. Demographics: Females accounted for a larger share of book purchases across all territories, with their importance increasing in the U.K., France and Brazil. Older consumers were more significant in France and Italy, while middle-aged groups gained share in the U.K.

8. Female Authors Leading Charts: Female authors dominated international bestseller lists, contributing to the strong performance of fiction sales globally. This reflects a broader trend of increased recognition and success for female writers in the publishing industry.

Photo: Midas, London Book Fair

Emerging Markets

India, Mexico, Spain and Portugal were among the fastest-growing markets in 2024, continuing their growth from 2023.

Insights on Consumer Behaviour

• Audiobook Consumption: The majority of audiobook listeners consume content at home (around 80%), followed by public transport and car travel. Consumers appreciate the ability to multitask and engage in narration that brings books to life.

• Book Purchase Channels: Bookshops remain important in France and the U.K., while e-tailers have increased their share. In Australia and India, supermarkets and retailers play significant roles. We should notice the significant impact of TikTok on driving sales. TikTok has indeed become a powerful tool for reaching young audiences, especially in genres like romantasy. However, it’s worth noting that TikTok’s influence varies across different markets and genres; in many areas, recommendations from friends, family, and retailers remain crucial for discovery.

If I had to give top recommendations to publishers based on our data, I would suggest focusing on the following areas: 1) Romantasy is experiencing rapid growth and is heavily influenced by platforms like TikTok; 2) There’s a clear upward trend in audiobook sales, which publishers should capitalize on; 3) Countries like India, Mexico, Spain and Portugal are showing consistent growth and offer promising opportunities for expansion. Research your opportunities there,

said Steve Bohme, Research Director at Nielsen BookData.

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Copy editing: Joy Tataryn