TikTok’s influence on the books market is small but growing rapidly, says Nielsen

From The Bookseller:

One in four book buyers used TikTok/BookTok in 2022 and these consumers accounted for nearly 90 million book purchases last year, according to findings from Nielsen’s latest Books & Consumers survey.

Each month, the market measurement firm surveys 8,500 UK consumers aged between 13 and 84. Details from these surveys have been extrapolated to estimate the UK’s consumer book purchasing market in the year to March 2023.

In a presentation delivered at the London Transport Museum today (Wednesday, 22nd March), Nielsen revealed that UK consumers bought a total of 348 million books in 2022. This represents a 2% decrease over five years: in 2018, total UK book sales stood at 355 million. In terms of spending, 2022 sales clocked in at £2.5bn, £250m of which were printed book sales. This represents a 4% increase on 2018, when total spending came in at £240m.

Overall, TikTok’s influence remains relatively small. In 2022, just 3% of all books purchased, roughly nine million, were originally discovered via video assistance platforms (which Nielsen counts as YouTube and TikTok).

And while it is difficult to put a specific figure on the platform’s overall influence on the books market, Nielsen reports that sales of titles which feature the word “TikTok” in their subtitles (for example, “TikTok made me buy it” or “The TikTok sensation of the year”) totalled approximately £46m in 2022. This figure is based on top 100,000 bestseller list data and includes work by the likes of Colleen Hoover (£15.9m), Alice Oseman (£9.9m), Taylor Jenkins Reid (£2.5m), Karen McManus (£2.0m), Ali Hazelwood (£1.4m), Ana Huang (£1.3m) and Elena Armas (£1.2m).

Link to the rest at The Bookseller