#BookTok reveals first ever European Bestseller of the Year as the community helps drive reading, discovery and book sales across Europe

Rebecca Yarros’ Fourth Wing is named the first ever European #BookTok Bestseller of the Year for 2026, followed by Binding 13, Heated Rivalry, The Mistake and Saving 6.Chloe Walsh is the most successful #BookTok author in Europe this year, with two titles among the top five books.New research commissioned by TikTok across European markets shows how #BookTok is also expanding reading habits among TikTok users, helping them to read more, buy more books and discover genres and authors beyond their usual choices.The findings are being released ahead of Frankfurt Book Fair, bringing the latest #BookTok trends and reading habits to the heart of the European publishing industry.8 October 2026: Rebecca Yarros’ Fourth Wing has been named Europe’s most successful #BookTok book of 2026, as TikTok and Media Control today reveals the books and authors capturing readers’ attention across Europe for the first time.Based on data from market researcher Media Control (1), the title takes the top spot in the European #BookTok Bestseller ranking, ahead of Chloe Walsh’s Binding 13, Rachel Reid’s Heated Rivalry, Elle Kennedy’s The Mistake and Walsh’s Saving 6.Chloe Walsh is also the most successful #BookTok author in Europe so far this year, with Rebecca Yarros, Hazel Riley, Rachel Reid and Elle Kennedy completing the top five.The rankings come as #BookTok continues to shape how readers find their next read, which titles break through, and how interest online translates into reading and purchasing in the real world - with more than 50 million #BookTok books have been sold across Europe in 2025. New survey findings from across European markets show that #BookTok is expanding reading habits, helping readers discover new genres, buy more books and audiobooks, and broaden the range of authors and titles they read.The first European #BookTok Bestseller of the YearThe first European #BookTok Bestseller List brings together the books making the biggest impact across the community and in sales, based data from the platform and market researcher Media Control.First launched in Germany in 2023, the #BookTok Bestseller List expanded to new genres as well as to Austria and Switzerland in 2024, before including the United Kingdom, Italy and Spain this year.Beyond the bestseller list: how #BookTok is expanding reading habits across EuropeNew survey findings commissioned by TikTok (2) across European markets show that #BookTok is expanding reading habits — helping readers discover new genres, buy more books and audiobooks, and broaden the range of authors they read.Across key #BookTok markets including Italy, UK, Germany, France and Spain, reading momentum is strong, with roughly 4 in 5 young readers (3) on TikTok reporting rising interest in reading over the past few years.As #BookTok’s audience grows, it is also broadening the range of books and authors that people read and helping them discover new favourites. Among BookTokers across the five markets, more then half (53%) say TikTok has helped them discover book genres that were new to them, and nearly 3 in 4 say they have expanded their reading to include new genres or diverse authors.The impact also extends beyond discovery into action in the real world. On average, nearly half (49%) of BookTokers say TikTok has inspired them to buy a book or audiobook and more than the half (57%) of TikTok users who bought books spend more on books than two years ago.#BookTok is also helping translate online discovery into participation in the wider reading community. In the UK, 34% of BookTokers say they attended a book-related event in the past year, while in Germany 28% say the same and 51% say they supported a local or independent bookstore.Together, the findings show that #BookTok is helping shape a broader, more active reading culture across Europe — expanding discovery, driving purchases, and encouraging readers to engage more deeply with books, authors and literary communities.Bringing #BookTok to Frankfurt Book FairThe rankings and findings are being released ahead of Frankfurt Book Fair, where TikTok will join publishers, booksellers, authors and readers from around the world.The survey findings reveal the impact of #BookTok on the wider literary world, with readers moving from online discovery to buying books, exploring new genres and attending book events, festivals and fairs.Thomas Wlazik, TikTok's General Manager, Europe, Global Business Solutions, said: “#BookTok began with readers simply sharing the books they love. Today, that community is helping books and authors find audiences across Europe, while giving readers new ways to discover what to pick up next.“This year’s rankings celebrate the titles and authors that have connected most strongly with the community, but the wider story goes beyond the bestseller list. We’re seeing people inspired to read more, buy more books and try genres they may never have considered before. Frankfurt Book Fair is a brilliant opportunity to celebrate that community alongside the publishers, booksellers and authors who bring these stories to readers.”Ulrike Altig, Managing Director at Media Control and book researcher, said: “The #BookTok Bestseller Lists give us a fascinating view of the books and authors connecting with readers across Europe.“As the programme has expanded, we’ve seen both its audience and the range of genres represented continue to grow. Tracking those shifts gives publishers, retailers and authors a much clearer picture of what readers are discovering and where tastes are heading.”Source: Media Control, Based on #BookTok Bestsellerlist Data from Germany, the United Kingdom, Spain, Italy, Austria and Switzerland, January to August 2026Source: Survey fielded by Qualtrics from September 22–29, 2026, among TikTok users ages 16+. Current markets included in this synthesis: Sweden (n=550), Italy (n=500), United States (n=500), Spain (n=501), France (n=500), Romania (n=500), Brazil (n=500), Czech Republic (n=500), Germany (n=500), and United Kingdom (n=501). Percentages are rounded to the nearest whole number.Definition: Young readers are readers on TikTok ages 16–39. BookTokers are TikTok users who engage with book-related content.Source: Media Control, Based on #BookTok Bestsellerlist Data from Germany, September 2025 to August 2026Source: Media Control, #BookTok and Sales Data