Marché du livre papier et numérique USA Nielsen

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• Publié par: IDBOOX
• Publié le: 06 juin 2016
• Nombre de lectures: 734
• Langue: Français

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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. Bestselling 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.

TaNehisi Coates wins the nonfiction 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 PTDigital 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, selfpublished eBooks accounted for 12% of eBook purchases in 2015.

The growth in selfpublisher 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 selfpublished 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 selfpublished 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 PTDigital 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 etailers 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

Nonfiction was the highlight of 2015 with 12% growth in children’s nonfiction and 7% growth in adult nonfiction.

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 1829 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 NonFiction (+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 LIFECHANGING 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?

LAUGHOUTLOUD 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

DISNEYHYPERION

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