- More than 50 million books recommended by TikTok's #BookTok community have been sold across Europe in 2025, generating €800 million in revenue across key book markets, according to new analysis from NielsenIQ BookData and Media Control.
- #BookTok is increasingly becoming an important source of inspiration for young readers, with more than a third of 16- to 39-year-olds discovering new books there.
- Following a successful launch in Germany in 2023, TikTok's #BookTok Bestseller List and sticker, sharing the most successful titles each month, is now expanding as part of a European roll-out starting with United Kingdom, Italy and Spain.
Leipzig - 19 March 2026: More than 50 million books recommended by TikTok's #BookTok community have been sold across Europe, generating €800 million in revenue in 2025, according to new analysis of sales data from NielsenIQ BookData and Media Control. (1)
The figures underline the growing influence of the #BookTok community on the European publishing market, where TikTok is increasingly shaping how readers discover and buy books.
The data spans key European book markets including Germany, the United Kingdom, Spain, Italy, Austria and Switzerland. Germany accounts for the largest share of #BookTok-driven sales, with 28 million books sold and €482 million in revenue in 2025.
Young readers buying more books, inspired by #BookTok
According to Media Control research in Germany, TikTok (#BookTok) is increasingly becoming an important source of inspiration for young readers: more than a third of 16- to 39-year-olds discover new books there.
At a time when parts of the global book market are under pressure, the data suggests younger audiences are helping drive renewed momentum, with social platforms now an increasingly important source of book discovery. Spending among 16 to 29-year-old readers in particular has risen significantly in recent years, and more than half of 16-to-39-year-olds say that platforms such as #BookTok have motivated them to read more or buy books.
Digital platforms have a noticeable influence on purchasing behaviour: around one in three young readers buys books that they have previously seen or been recommended on digital media, and around two-thirds of 16- to 39-year-olds say that creators influence their book purchases at least to some extent. (2)
#BookTok bestseller list expands across Europe
Building on this momentum, TikTok today also announced that the #BookTok Bestseller List and in-store book sticker programme will expand into new European markets: starting with the United Kingdom, Italy and Spain.
First launched with market researcher Media Control in Germany in 2023 and expanded to Austria and Switzerland in 2024, TikTok's #BookTok Bestseller list highlights the most successful titles within the #BookTok community each month. In the new markets, the list is based on platform insights from TikTok and sales data from NielsenIQ BookData and is compiled by Media Control. In bookstores, #BookTok Bestsellers can now be marked with official #BookTok stickers, letting the community find their favourite books in their favourite stores on and offline. More information for publishers and authors can be found here.
Three years of #BookTok momentum in Germany
Since the launch of the #BookTok Bestseller List in Germany, in partnership with Media Control, the programme has demonstrated the growing connection between online discovery and real-world book sales.
In 2025 alone, more than 28 million books recommended on TikTok were sold in Germany, more than double the 12 million sold in 2023.
The success of the Bestseller List has driven a broader readership and is not just for young audiences anymore. The 30–39 demographic is emerging as the fastest-growing buyer group, while reader interest has expanded across genres. In response, additional lists covering Young Adult and New Adult titles were introduced so that the Bestseller List now tracks 17 genres.
The #BookTok phenomenon has also elevated breakout global authors. Mercedes Ron is currently the most frequently listed author on the #BookTok Bestseller List, with more than 60 chart placements driven by the success of her Culpables trilogy, which later became a major #BookToScreen adaptation.
A growing cultural community
The #BookTok community itself continues to expand rapidly. More than 75 million posts have now been created globally using the hashtag, making it one of the most active literary communities online.
On TikTok, readers share reviews, recommendations and discussions that can propel titles from backlist favourites to international bestsellers, helping publishers, booksellers and authors reach new audiences.
Sources:
(1) Media Control & NielsenIQ BookData, Germany, the United Kingdom, Spain, Italy, Austria and Switzerland - The sales figures are taken by Media Control, the official provider of market research and bestseller lists & NielsenIQ BookData. The market research company analyses book sales across Europe – including high-street bookshops, e-commerce platforms and other relevant distribution channels. The data includes books that have demonstrably gained relevance through #BookTok recommendations – for example, because they appear in the #BookTok bestseller lists or have recorded a significant increase in sales in connection with viral TikTok trends.
(2) Media Control Consumer Panel | Online survey: 1,300 people in Germany.
