Infographics

BookTok: Americans & Canadians Reading More Because of TikTok

By Michaela Shaw May 9, 2023
2 minute read

#BookTok has had over 1 million posts and 6 billion views on TikTok within the last 90 days, demonstrating just how big the community of book lovers on the platform is. There are also over 20,000 Google searches per month for terms like ‘BookTok’ and ‘BookTok recommendations’ in the US and Canada alone.

This study digs a little deeper into the popularity of BookTok and highlights the impact that it is having on readership across The United States and Canada. We surveyed 10,000 TikTok users and asked them a handful of simple questions, including whether or not they are reading more because of the BookTok trend. Those that said yes were also asked to put a percentage on just how much more they are reading.

Keep reading for a more in-depth breakdown and explanation of the findings in this report and more regional data.

The ‘Revival of Reading’

Despite its flaws and bad press, it’s hard to ignore that TikTok has positively influenced reading and book sales through its #BookTok community. A 2022 Forbes article reported a 9% increase in book sales and highlighted TikTok and its influencers as being a driving force behind what’s been dubbed the revival of reading.

Our study revealed that 48% of TikTok users in The United States are actively reading more books because of their exposure to BookTok. This number was slightly higher with Canadians at 53%. What is maybe most surprising of all is exactly what this looks like in numbers, as reading ‘more’ can mean something very different from person to person. Americans reported a 60% increase in their reading activity, with Canadians reporting 58%. This means that a person reading an average of 12 books per year prior to BookTok is now reading 19.

#BookTok Influence By Region

For a more granular look into the influence of BookTok across the US and Canada, we also tracked survey responses by location. This has allowed us to pinpoint which regions have seen the largest increase in readership as a direct result of BookTok.

The conclusion? It’s happening everywhere. Every state or province we were able to collect data reported an uplift in reading among TikTok users. Some stand-out locations in the US include Maine, Nebraska, Idaho, Utah, and Kentucky, all over 60%. Over 50% of TikTok users in other states also reported more reading, including California, Nevada, Texas, Pennsylvania, Michigan, and Illinois.

In Canada, Saskatchewan topped the charts at 63%, but 57% of TikTok users in Ontario, Quebec, and Alberta also stated they are reading more because of BookTok.

To recap, here are some of the key findings:

  • 48% of American TikTok users are reading more books as a direct result of BookTok, reporting a 60% increase in how much they are reading.
  • 53% of Canadian TikTok users are reading more books as a direct result of BookTok, reporting a 58% increase in how much they are reading.
  • 65% of TikTok users in the USA & Canada have read a book because BookTok recommended it.

Our Methodology

In May 2023, we surveyed 10,000 US and Canadian TikTok users between the ages of 18 and 45. We asked them whether they are reading more because of the BookTok community. If they answered yes, we then asked them how much more. We asked all respondents if they had ever read a book as a direct result of a BookTok recommendation. We also collected location data which allowed us to populate the increase in each state and province.

You are free to use any of the information in this report, including the supporting imagery. When doing so, please link back to this article as your source. For media inquiries, please contact michaela.shaw[at]casino.org.