Are British readers turning their backs on serious books? A significant shift is underway in the publishing world, as sales of nonfiction titles plummet while readers increasingly seek refuge in fantasy, romance, and audio formats.
The Stark Numbers Behind the Slump
Recent data from NielsenIQ paints a concerning picture for the sector. Trade nonfiction sales have slipped sharply, down 8.4% in volume between last summer and the same period this year. This decline is nearly double that seen in paperback fiction. In value terms, the category fell by 4.7%. The downturn is widespread, with 14 out of 18 nonfiction subcategories contracting. Notable exceptions, like Chloe Dalton's 'Raising Hare' and Gillian Anderson's 'Want', have been rare bright spots.
The anecdotal evidence from authors is equally stark. After a slew of rejections, one writer was told by publishers that "nonfiction just isn't selling". Another has pivoted to fiction on her agent's advice, describing the market as "hell out there". A third reported that publishers now favour only "Hollywood-friendly", made-for-TV memoirs.
The Quest for Escapism in a Bleak World
Speaking to industry insiders, one word emerges repeatedly: escapism. In an era defined by political turbulence, climate anxiety, and cost-of-living pressures, readers are seeking refuge rather than rigorous analysis. Holly Harley, head of nonfiction at publisher Head of Zeus, notes a clear sense of fatigue. "The news is terrible. People feel overloaded. That escapism is why we're seeing such a rise in romantasy," she says.
Journalist and writing club host Emily Ash Powell agrees. "Things feel so bleak right now in our own lives that people want to escape a little bit and borrow the lives of others," she explains. This marks a distinct change from the early 2020s, when readers flocked to titles like Timothy Snyder's 'On Tyranny' and Caroline Criado-Perez's 'Invisible Women' to make sense of a world upended by Brexit, Trump, and #MeToo.
The momentum behind social justice titles has also stalled. Following the resurgence of Black Lives Matter, sales of books by writers of colour in the UK rose 56% in the year to 2021, with Reni Eddo-Lodge becoming the first Black British author to top the nonfiction chart. However, an analysis by The Bookseller later found this boom "failed to result in the promised broadening of publishing's output".
Podcasts, Quality, and the Fight for Attention
Nonfiction now faces fierce competition from a glut of free, high-quality digital content. In-depth video essays dissect complex topics in minutes, while podcast behemoths like 'The Rest Is History' turn intellectualism into bite-sized entertainment. "Podcasts are in direct competition with nonfiction," admits Holly Harley. "Publishers have to be more agile."
Some authors argue the problem is also one of supply and quality. One anonymous novelist criticises the industry for becoming risk-averse, publishing "boring" books driven by pop politics or jargon-heavy niche topics. Another points to the trend of commissioning books based on an author's social media follower count rather than the strength of their ideas, leading to content that feels "very Instagram-coded".
Yet, it's not all decline. The audiobook format represents a significant growth area. The share of nonfiction purchases in audio versus other formats has nearly doubled in five years, driven largely by 25- to 44-year-olds. "Some authors now do four or five times their physical sales in audio," says Harley. Furthermore, subgenres like biography, health, pop psychology, and self-help remain resilient, suggesting a cultural pivot from societal to personal improvement.
Veteran editor Caroline Sanderson cautions against viewing nonfiction as a monolith, pointing to its "feast and famine" nature. "The success of one book can change the whole picture. Nobody talked about the decline of nonfiction the year Prince Harry's 'Spare' was published," she notes. The drop-off between occasional blockbusters and the mid-list, however, is becoming more stark.
For Sanderson, the core issue transcends sales cycles. With books facing bans in the US and political pressures on libraries worldwide, defending rigorous, long-form nonfiction as a tool for critical thinking is vital. "Regardless of sales, I hold passionately to the importance of long-form nonfiction in helping us understand the world," she asserts. "Sales fluctuations are the weather; it's the climate we need to worry about."
