Expanding the Realms: Global Reading Trends

Fantasy's resurgence isn't only happening in Western markets. Around the world, readers are discovering, often for the first time, the joy of reading for pleasure, and social media is proving to be a major catalyst. BookTok, in particular, has become an unexpected gateway into fantasy for students and young adults who previously engaged with books only for academic requirements.

Reading in a New Context

A recent study in conducted at the University of Okara in Pakistan explored whether BookTok could influence the reading habits of university students, in a population of students that traditionally read very little outside of academic demands. At the start, most participants had little to no familiarity with BookTok and rarely read for enjoyment. Yet once students were introduced to the online community, their engagement with reading changed dramatically.

How BookTok Changed Their Reading Habits

After being exposed to BookTok, students reported

• Increased motivation to read for pleasure

• A willingness to try new genres

• Reading felt "fun", engaging and relatable

One participant responded: "Being a student of English Literature, I felt English books to be boring so I never gave a change to read any. BookTok content on English books made me try those books fearlessly"

For many, BookTok reframed reading from a school task to a social, enjoyable activity, the same effect seen in Western reading markets, but even more significant in contexts where leisure reading has historically been low.

This study offers a glimpse into something larger: the global impact digital communities can have on reading habits, especially for fantasy. As readers worldwide connect through short-form videos, recommendations, and shared enthusiasm, they reshape how stories travel and which voices get heard.

Sources

Kashif, Muhammad & Mahmood Khan, Waqar. (2025). THE REVIVAL OF LITERARY READING HABITS IN A NONWESTERN CONTEXT THROUGH THE US- ORIGINATED BOOKTOK TREND. 3. 277-300.