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Y E A R I N B O O K S R E V I E W 2 0 1 5
2
cONtENtS
2015 YEAR IN REVIEW TIMELINE..................................................................................03
CONSUMPTION CHARTS................................................................................................04
ToTal books MarkeT.......................................................................................................................04
2015 in DigiTal.......................................................................................................................................04
breakDowns by vinTage, ForMaT, anD Channel.......................................................06
genre CaTegory growTh...........................................................................................................08
a look aT The ChrisTian MarkeT.............................................................................................09
BESTSELLERS........................................................................................................................10
BOOK READER INSIGHTS................................................................................................12 DeMographiCs....................................................................................................................................12 book DisCovery.................................................................................................................................14
SOURCES................................................................................................................................15
AUTHOR FEATURES: HARPER LEE (GO SET A WATCHMAN) AND PAULA HAWKINS (THE GIRL ON THE TRAIN)..........................................................................16
year in books review 2015
January April
June June July September September September September October October
November November November December
1
2015 YEAR IN REVIEW TIMELINE
Paula Hawkins’ debut psychological thrillerThe Girl on the Trainis published January th 13 and goes on to sell a combined 3.7m print + eBook units in 2015. The film adaptation will be released in October 2016.
Sales increase 16% in the week leading up to Easter with children’s up 31% on the prior week, an additional 1.3m kids’ books sold than the week prior.
th E.L. James’ newFifty ShadestitleGreyand sells 1.4m combined printis published June 18 + eBook units in the month alone.
Penguin Random House signs a deal with Amazon, becoming the last of the Big 5 publishers to sell eBooks in a version of agency pricing. th Harper Lee’sGo Set a Watchmanis released on July 14 and sells 747,000 print copies in its first week.Watchmanis the #1 bestseller of the year. Perseus Books announces plans to sell. Hachette will eventually buy Perseus in Q1 2016. Bestselling women’s fiction author Jackie Collins dies. Her print book sales jump 300% in the week following her death. Oyster, once called the “Netf lix” of book subscriptions, shuts down. As a result, subscriptions fall from 10% of eBooks purchased in 2014 to 5% in 2015. Nielsen Book hosts its second Children’s Book Summit at Convene in NYC. Sales of Johanna Basford’s third book,Lost Ocean, released this month, shows adult coloring books have arrived as an important new genre. Basford’s three coloring books combined sold 2m copies in 2015.
Nielsen Book hosts its first Christian Book Summit in Nashville, where we unveiled 4 key segments of American Christians to help publishers better target their marketing and sales efforts.
th Abrams releases the 10 book in Jeff Kinney’sof a Wimpy KidDiar y Series which sells 315,000 print copies in release week.Old Schoolbecomes the #2 bestseller in 2015 with only 2 months of sales.
TaNehisi Coates wins the nonfiction National Book Award for his moving memoir on race,Between the World and Me. Book sales are up 12% the week of Black Friday November 27 on the prior week, with mass merch sales up 31%. Holiday book purchasing resulted in 115m units sold in December alone, accounting for 18% of total 2015 sales.
COPYRIGHt © 2016 THE nIELSEN COmPàNY
3
YR 2014
4
27%
2% 98%
28%
89%
718 Millions
20%
CONSUMPTION CHARTS
2
24%
165
52%
48%
215
YR 2010 YR 2011 YR 2012 Source: BookScan/PubTrack Digital *2015 PTDigital figures are weighted to ref lect panel changes.
27%
234
JUvenile non-FiCTion
aDUlT FiCTion
Millions
11%
89%
635
204
591
620
651
yr 2014
EBook sales tracked by Nielsen PubTrack Digital were down from 27% of the total market in 2014 to 24% of the total market in 2015. Of course, certain categories had a larger representation in digital, such as Romance with 60% eBooks and Thrillers with 51% eBooks in 2015.
yr 2015
prinT
653
ebook
yr 2013
11%
YR 2013
JUvenile FiCTion
69
9%
YR 2015
ebook
prinT
year in books review 2015
Source: BookScan/PubTrack Digital
aDUlT non-FiCTion
BookScan’s total print book sales of 653 million units were up 2.8% in units from 2014. On the f lip side, traditionally published eBooks were down 13% in units according to PubTrack Digital which tracks POS data through publishers for approximately 85% of the traditionally published eBook market.
242
yr 2010 yr 2011 yr 2012 Source: BookScan/PubTrack Digital
EBOOK SHARE
SELF PUBLISHER SHARE
According to Books & Consumers, selfpublished eBooks accounted for 12% of eBook purchases in 2015.
The growth in selfpublisher and small publisher eBook share came at the expense of the Big 5 publishers.
46%
41% 38% 34%
big 5 pUblisher ebook share
2012
5%
7%
8%
12%
selF-pUblisheD ebook share
2013
2014
Source: Books & Consumers Based on manual coding of authors/publishers by Nielsen
24.6% 22.6%
kinDle ereaDer
2015
EREADING DEVICES
14%
30% 26% 23%
sMall pUblishers ebook share
Books & Consumers also shows a notable shift in eBook downloads to smartphones, at the expense of eReaders and Tablets:
22.9% 20.9%
kinDle Fire TableT
Source: Books & Consumers
COPYRIGHt © 2016 THE nIELSEN COmPàNY
17.7% 14.9%
IpaD TableT
2014
14.3%
7.6%
9.1% 8.5%
sMarTphones nook ereaDer
2015
7.5% 6.4%
DeskTop lapTop
5
6
$12.00
$10.00
$8.00
$6.00
$4.00
$2.00
$0.00
MEDIAN EBOOK PRICES
The chart below shows that the median price paid for an eBook, as reported by Books & Consumers’ respondents, has increased to nearly $10 during 2015 as the “Big 5” regained more control over their market pricing. Meanwhile, the price paid for selfpublished eBooks dropped in recent quarters to a median price of around $2.50. The rise in prices for traditionally published eBooks has likely propelled the shift toward purchasing selfpublished eBooks.
q1 13 q2 13 q3 13 q4 13 q1 14 q2 14 q3 14 q4 14 q1 15 q2 15 q3 15 q4 15
Source: Books & Consumers
334
Millions
FORMAT BREAKDOWN
Trade paperback, hardcover, and board books all saw growth in 2015.Board books saw 19% growth in 2015 on 2014.
350
TRADE PAPERBACK
234
204
EBOOK
171
176
HARDCOVER
Source: BookScan/PubTrack Digital * 2015 PTDigital figures are weighted to ref lect panel changes
64
58
MM PAPERBACK
all ebooks
big 5
selF pUblisheD
2014
27
2015
31
BOARD BOOK
year in books review 2015
inDepenDenTs/ oTher booksTores
9% 6%
Continuing a trend seen in previous years there was a further decline in the unit market share of chains and mass merchandisers while independents and etailers grew theirs.
-3.0%
176.7
7
2015
22% 20%
BACKLIST VS. FRONTLIST
Juvenile Fiction overall, including Young Adult titles, declined 3% in 2015 due to a wildly successful previous year with brands like John Green,Divergentseries, andFrozento name a few.
171.4
48.9
Millions
359
2014
2015
Nonfiction was the highlight of 2015 with 12% growth in children’s nonfiction and 7% growth in adult nonfiction.
Backlist titles (defined as published more than 12 months in the past) represented 57% of all print book sales in 2015.
54.6
+2.1%
+11.7%
2014
baCklisT
141.7
276
35% 40%
7% 10%
YR 2014
Source: BookScan
YR 2015
COPYRIGHt © 2016 THE nIELSEN COmPàNY
Source: Books & Consumers 2015
Mass MerCh
FronTlisT
Source: BookScan
e-Tailers
375
278
Chains
240.1
138.7
CHANNEL BREAKDOWN
Backlist sales in 2015 grew 4.3% over 2014, compared to f lat frontlist sales.
256.0
CATEGORY TRENDS
JUvenile non-FiCTion aDUlT FiCTion JUvenile FiCTion
+6.6%
aDUlT non-FiCTion
8
ADULT NON-FICTION
arT & Design
hoUse & hoMe
CraFTs & gaMes
selF-help
ADULT FICTION
sCienCe FiCTion
Cl assiCs
graphiC novels
JUVENILE
JnF reFerenCe
GROWING GENRES
% CHANGE
60%
49%
35%
15%
% CHANGE
44%
32%
22%
JnF hisTory/sporTs/people/pl aCes
JnF ConCepTs
JF aniMals
Source: BookScan
% CHANGE
18%
14%
13%
12%
2015 was the year of Adult Coloring Books: Nielsen BookScan estimates that 12 million copies of coloring books sold in the US in 2015 compared to 1 million in 2014 – and that over 2,000 coloring books were published in 2015 compared to 300 in the previous year. The phenomenon is apparent in the bestseller lists. Two adult coloring books land spots on Nielsen’s 2015 Top 20 bestseller list: Johanna Basford’s Secret GardenandEnchanted Forest(Chronicle), selling 765,000 copies and 675,000 copies respectively.
Some facts about Adult Coloring book buyers:
According to Books and Consumers, 20% of book buyers in December 2015 had purchased an adult coloring book before.
71% of the buyers were women, with the largest representation in the 1829 age band. Millennials were 29% more likely to buy an adult coloring books as compared to all buyers.
71%oF aDUlT Coloring book bUyersare woMen
71%
29%
year in books review 2015
BOOK SALES IN THE CHRISTIAN MARKET
PubTrack Christian – which tracks book sales in Christian retailers exclusively – shows that in that market Christian book sales grew by 9% in value and 10% in volume 2015 from 2014. All categories were up, with the largest value growth in Bibles (+16%) and NonFiction (+8%), driven not by a single title but by organic growth across many genres.
$35
Millions
$38
non-FiCTion
$21
$25
bibles
Source: PubTrack Christian Retail POS Activity
COPYRIGHt © 2016 THE nIELSEN COmPàNY
$7
2014 valUe
$7
JUvenile
2015 valUe
$4
$4
FiCTion
9
13
TO KILL A MOCKINGBIRD
16
4
THE MARTIAN
20
STRENGTHS FINDER 2.0
TiTle
#
7
10
PAPER TOWNS
SECRET GARDEN: AN INKY TREASURE
THE GIRL ON THE TRAIN
FIRST 100 WORDS
5/1/2014
10/1/1988
563,000
BROADWAY BOOKS
RIVERHEAD BOOKS
GALLUP PRESS
1/1/2015
pUb DaTe
iMprinT
RATH TOM
LEE HARPER
YOUNG SARAH
BROWN DANIEL JAMES
KONDO MARIE
LEE HARPER
BASFORD JOHANNA
LAURENCE KING
VINTAGE
aUThor
BASFORD JOHANNA
SPEAK
WEIR ANDY
DRUMMOND REE
GREEN JOHN
3/1/2013
5/1/2011
10/1/2014
GRAND CENTRAL PUBLISHING
765,000
673,000
2/1/2007
529,000
545,000
554,000
532,000
2015 BESTSELLERS
HARPER
HARRY N. ABRAMS
6
10/1/2004
11/1/2014
5/1/2014
THE LIFECHANGING MAGIC OF TIDYING UP
3
5
TOP 20 PRINT BESTSELLERS: OVERALL
11
12
ENCHANTED FOREST: AN INKY QUEST
Source: BookScan
year in books review 2015
ALL THE LIGHT WE CANNOT SEE
9/1/2009
10/1/2014
9/1/2015
WILLIAM MORROW & COMPANY
1,346,000
1,407,000
1,484,000
1,599,000
6/1/2015
2015 sales
GO SET A WATCHMAN
7/1/2015
PENGUIN BOOKS
AMULET BOOKS
3
GREY
17
18
JESUS CALLING
19
11/1/2015
DIARY OF A WIMPY KID: OLD SCHOOL
THOMAS NELSON PUBLISHERS
2
1
THE LONG HAUL
THE BOYS IN THE BOAT
10
TEN SPEED PRESS
KILLING REAGAN
HENRY HOLT & COMPANY
KINNEY JEFF
2/1/2015
KYLE CHRIS
O’REILLY BILL
PRIDDY BOOKS
9
AMERICAN SNIPER
8
GRISHAM JOHN
11/1/2014
15
14
851,000
852,000
PRIDDY BOOKS
576,000
570,000
1,014,000
1,143,000
919,000
JAMES E. L.
KINNEY JEFF
LAURENCE KING
DOUBLEDAY BOOKS
ROGUE LAWYER
THE PIONEER WOMAN COOKS
10/1/2015
WILLIAM MORROW & COMPANY
10/1/2015
685,000
675,000
SCRIBNER BOOKCOMPANY
DOERR ANTHONY
HAWKINS PAULA
RANDOM HOUSE CHILDREN’S BOOKS
PHILOMEL BOOKS
DR SEUSS
HARPERFESTIVAL
BROWN BEAR, BROWN BEAR
9
Source: BookScan
COPYRIGHt © 2016 THE nIELSEN COmPàNY
aUThor
15
KINNEY JEFF
DIARY OF A WIMPY KID: OLD SCHOOL
THE LONG HAUL
17
16
MUNSCH ROBERT N.
MARTIN BILL JR.
CARLE ERIC
BROWN MARGARETWISE
PALACIO R. J.
THE VERY HUNGRY CATERPILLAR
1,484,000
442,000
464,000
10/1/1991
13
12
RANDOM HOUSE CHILDREN’S BOOKS
FLEMING H. REVELL COMPANY
RANDOM HOUSE BOOKS FOR YOUNG READERS
ONE FISH TWO FISH RED FISH BLUE FISH
11
OH, THE PLACES YOU’LL GO!
7
6
ELLIOTT ROB
WHAT PET SHOULD I GET?
LAUGHOUTLOUD JOKES FOR KIDS
10
3/1/1994
407,000
TiTle
TOP 20 PRINT BESTSELLERS: JUVENILE
#
BASFORD JOHANNA
SECRET GARDEN: AN INKY TREASURE
LAURENCE KING
PRIDDY BOOKS
HARRY N. ABRAMS
2015 sales
1/1/1990
765,000
685,000
2/1/2015
5/1/2011
3/1/2013
493,000
11/1/2015
919,000
pUb DaTe
483,000
3/1/1960
LAURENCE KING
BASFORD JOHANNA
SPEAK
GREEN JOHN
MISS PEREGRINE’S HOME FOR PECULIAR CHILDREN
LOOKING FOR ALASKA
20
RIGGS RANSOM
8/1/1960
7/1/2015
9/1/1996
392,000
THE ISLE OF THE LOST
ENCHANTED FOREST: AN INKY QUEST
PAPER TOWNS
2
1
3
4
FIRST 100 WORDS
DE LA CRUZ MELISSA
DISNEYHYPERION
GREEN JOHN
GOODNIGHT MOON
LOVE YOU FOREVER
WONDER
DR SEUSS
DR SEUSS
GREEN EGGS AND HAM
14
11
8
5
HENRY HOLT & COMPANY
369,000
6/1/2013
QUIRK BOOKS
PHILOMEL BOOKS
1/1/2007
357,000
KINNEY JEFF
9/1/1995
2/1/2012
5/1/2015
DR SEUSS
8/1/2010
FIREFLY BOOKS
ALFRED A. KNOPF BOOKS FOR YOUN
675,000
385,000
387,000
9/1/2009
398,000
401,000
RANDOM HOUSE CHILDREN’S BOOKS
SPEAK
PRIDDY BOOKS
AMULET BOOKS
DAYWALT DREW
11/1/2014
554,000
521,000
18
19
THE DAY THE CRAYONS QUIT
iMprinT
6/1/2013
369,000
