The #BookTok phenomenon boosts book sales in Spain generating more than 116 million euros in 2025


The #BookTok phenomenon boosts book sales in Spain generating more than 116 million euros in 2025

The TikTok reading community consolidates its economic impact by helping to sell 6.3 million copies in Spain, while in Europe the figure exceeds 50 million books and 800 million euros in revenue (1.).

Launched in collaboration with Media Control, TikTok publishes the first official list and sticker of #BookTok Bestsellers in Spain with those titles that most connect with the community, and that in March 2026 heads the series, More than Rachel Reid's rivals.

Following their release in Germany in 2023, TikTok's #BookTok bestseller list and the sticker that identifies them each month arrives in Spain.

Madrid, 20 de abril de 2026.- What began as an organic movement of creators and reading lovers is today one of the most influential engines in the publishing industry. #BookTok , the world's largest digital reading club, has proven to be much more than a trend, consolidating itself as an ecosystem that not only changes the way books are discovered, but also generates an unprecedented economic and cultural impact.

"In 2025, the #BookTok phenomenon boosted the sale of 6.3 million books in Spain, generating revenues of 116.6 million euros (1) ," according to sales data from Media Control and NielsenIQ BookData.

This impact is spreading across the continent. In Europe, #BookTok was responsible for the sale of more than 50 million books, reaching a value of 800 million euros in the same period(1). These figures demonstrate how creativity and conversation within the platform translate into tangible success for authors and publishers.

#BookTok: a community that makes reading a global success

At TikTok, book discovery has become a social, engaging and participatory experience that not only redefines the literary business, but also strengthens the cultural value of books in the digital age. It's no longer just about reading, but about sharing, recommending and creating content around the stories authors offer in their books and creations. From the literary novelties that generate great expectation in the community, such as those works and novels of the past that acquire new prominence years later thanks to the reviews and recommendations of TikTok users.

In addition, according to TikTok's 2024 Economic Impact Report , more than a quarter of users (29%) bought a book or started following an author in the last year thanks to a video from the platform. #BookTok has managed to revive classics, catapult new authors and turn hidden gems into real bestsellers . It is a vibrant space where the passion for literature connects millions of people.

The influence of TikTok's literary community is directly reflected in the bestseller lists. The official #BookTok bestseller list, created in collaboration with Media Control and NielsenIQ BookData and landing in countries such as Spain, Italy and the UK, is the perfect thermometer to measure which stories are connecting with the audience

More information for retailers, publishers and authors can be found here.

In March 2026, the first official #BookTok Bestseller list in Spain is led by:

  1. More than rivals ( Game Changers 2) by Rachel Reid
  2. More than Rachel Reid's rivals
  3. Blood Wings (Empyrean 1) by Rebecca Yarros
  4. Binding 13 ( The Boys of Tommen 1) by Chloe Walsh
  5. Keeping 13 ( The Tommen Boys 2) by Chloe Walsh
  6. If we were eternal from Emma Gil
  7. Until we run out of Inma Rubiales stars
  8. Nerea Pascual 's unserial love
  9. Saving 6 ( The Boys of Tommen 3) by Chloe Walsh
  10. Redeeming 6 ( The Boys of Tommen 4) by Chloe Walsh

The power of the BookTok community becomes even more evident when looking at the rest of the Top 20. Author Chloe Walsh is consolidating herself as a true phenomenon, placing up to six titles of her The Boys of Tommen saga on the list. Along with her, national author Inma Rubiales also demonstrates her great connection to the community, with four of her works in the ranking. The list also reflects the strength of the romantic genre, with Rachel Reid occupying the top two positions, and the entry of highly anticipated new releases such as Throne of Glass by Sarah J. Maas and Los echos de Jude by Mallorcan writer Joana Marcús , demonstrating #BookTok's ability to drive both classic sagas and new releases.

The case of Lasai Bookstore: from #BookTok to the shelves.

At the end of 2025, downtown Madrid welcomed a new independent bookstore, Librería Lasai ( @librerialasai ), a business founded and run by content creator Ariane Hoyos ( @arianehoyos ), Beñat Azurmendi ( @benatazurmendi ) and Carla Lurqui, young literature lovers who have given the past to compete in the industry. While companies traditionally move from the physical to the digital, TikTok has also served to promote the reverse: to encourage the creation of physical businesses whose incubation has been 100% digital within the platform. This is the case of this bookstore, whose shelves now fill -among others- the favorite works of the #Booktok community.

In the words of Ariane Hoyos, "the #BookTok phenomenon goes far beyond the platform, and we witness daily the real impact it can have on a business like ours, a bookstore. Every day people come in asking about the recommendations we share on the bookstore profile or mine, and in addition, the book clubs we advertise through TikTok are very successful with, something that was hard for us to imagine when we started raising the project." .

From #BookTok to #MovieTok: stories that jump to the big screen

The #BookTok ecosystem is no longer limited to pages. Its cultural influence is so great that it is beginning to shape the entertainment industry in general into a phenomenon known as #BookToScreen. triumphing in the TikTok reading community are increasingly capturing the attention of film and television producers, who see in them an instant success thanks to the huge fan base they already have. In this way, the books that the community loves are becoming the next big series and movies, bringing the magic of the platform to screens around the world.

In this context, a two-way street opens up for the growth of the publishing business, in the words of content creator and founder of Lasai Bookstore, Ariane Hoyos, "the content around literature is very rich in TikTok. Beyond the new features, the unfortunate thing is that the community rescues titles from the past decade or even from several centuries ago, bringing them back to the forefront of current affairs. In addition, there is a growing connection between literary works taken to film adaptations that have a great impact on sales of those titles in bookstores."

 

Source

  1. 1.  Media Control and NielsenIQ BookData, Germany, UK, Spain, Italy, Austria and Switzerland: sales figures come from Media Control, the official provider of market studies and best-selling book lists, and NielsenIQ BookData. The market research company analyzes book sales across Europe, including physical bookstores, e-commerce platforms and other relevant distribution channels. The data includes books that have demonstrably gained relevance thanks to #BookTok recommendations, for example, because they appear on #BookTok bestseller lists or have seen a significant increase in sales relative to TikTok viral trends.

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