global appetite for escapism

Fiction drives international book market growth as non-fiction remains under pressure | Research of NielsenIQ BookData and GfK Entertainment

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The international book market in 2025 presented a starkly divided landscape, as explosive growth in emerging economies and a booming fiction sector offset stagnation in traditional European hubs. According to representative annual data released by NielsenIQ BookData and GfK Entertainment at the London Book Fair, revenue increased in 12 of the nineteen territories analyzed. This growth was largely sustained by a global appetite for escapism and high-growth markets like India, which saw a revenue surge of 20.7%.

Fiction stands out as the primary driver of market revenue

As in the previous year, fiction remained the industry’s most reliable engine, with 15 territories reporting revenue growth in the category. The year was defined by a mix of established heavyweights and viral sensations:

  • Freida McFadden dominated the charts, with one or more of her titles appearing in the top 20 bestsellers across nine different territories.

  • Her novel The Housemaid was the number one bestseller overall in France, Spain, and Wallonia.

  • Dan Brown proved his enduring appeal; his new novel, The Secret of Secrets, secured a top-three spot in five territories, including Italy and the Netherlands.

  • Science fiction and fantasy titles, including Rebecca Yarros’ Empyrean series, enjoyed worldwide success.

This positive momentum extended to the Children’s and Young Adult segments, which saw revenue growth in three-quarters of the markets analyzed.

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Emerging markets surge while major European sales continue to decline

While the global total is rising, the "mixed picture" described by researchers reveals a significant geographical shift:

High-Growth Markets:

  • India: +20.7%

  • Brazil: +11.2%

  • Mexico: +7.0%

Struggling European Markets:

  • Italy: -2.1%

  • France: -1.5%

  • United Kingdom: -0.5%

Notably, Oceania staged a dramatic comeback. After experiencing losses the previous year, both Australia (+3.2%) and New Zealand (+6.9%) finished the year significantly in the positive range.

Behavioral guides prove resilient in a difficult non-fiction market

The non-fiction market remains under pressure, with only seven territories reporting revenue growth year-on-year in 2025. However, behavioral guides provided a resilient bright spot:

  • Mel Robbins’ behavioral guide The Let Them Theory became the bestselling book of the year in Australia, Ireland, New Zealand, and South Africa.

  • Readers also gravitated toward established hits like Atomic Habits (James Clear), Ikigai (Héctor García & Francesc Miralles), and The Psychology of Money (Morgan Housel).

Average book price increases slow down in half of surveyed markets

Average book prices continued to rise in 2025 across almost all markets, but the rate of increase slowed in many places compared to the previous year.

  • India saw prices rise by 1.8%, a significant drop from the 8.1% increase the year before.

  • Brazil recorded a 0.5% increase, compared to 9.0% previously.

  • New Zealand (-2.5%) and South Africa (-1.2%) actually saw average prices decrease.

Despite general price hikes, unit sales managed to grow in ten territories. South Africa (+4.6%), Australia (+1.4%), and New Zealand (+9.6%) all sold more books than in 2024, while significant declines in units were reported in Poland (-4.9%), Italy (-3.0%), and the Netherlands (-3.0%).