Kindle’s popularity is resurging, largely thanks to BookTok. Amazon reports that Kindle sales have seen consistent double-digit growth over the past two years with no signs of slowing down. A driver of this growth is the increasing popularity among younger readers, with those under 45-years-old leading the trend. Meanwhile, library e-book checkouts have seen a 75% increase since 2019, reaching 370M last year, according to Libby. About 60% of Kindle’s sales growth is attributed to first-time buyers, many of whom have been inspired by the enthusiasm of TikTok’s #BookTok community. However, it’s not just the devices themselves that are driving this trend—the ability to customize Kindles with stickers, pop sockets, and automatic page turners is also playing a significant role in their growing popularity. (WSJ)
📊 YPulse data: 8% of 13-39-year-olds own an e-reader
