Closing image: May 11, 2022

NPD graphic showing many data points pertaining to books featured in TikTok's BookTok phenomenon. Unit sales jumped from 9 million in 2020 to 20 million in 2021. Bestselling authors are Colleen Hoover and Leigh Bardugo. Adult fiction made up more than 50% of BookTok sales in 2021. Top categories are general fiction, science fiction–fantasy, and romance.

Recently, NPD Books analyst Kristen McLean discussed how BookTok is driving adult fiction sales in the US. Featured authors on BookTok saw their sales more than double in 2021 and grow six times faster than the rest of the adult fiction market. Learn more.