Maria Clara, an 18-year-old from São Paulo, discovered her passion for books at just eight years old, inspired by her parents. Her story is emblematic of a broader trend sweeping across Brazil: a surge in book consumption, particularly among young adults. According to the 2025 “Panorama do Consumo de Livros” study, conducted by the Brazilian Book Chamber (Câmara Brasileira do Livro) in partnership with Nielsen BookData, 18% of the population over 18 purchased at least one book—either print or digital—in the past year. This represents an increase of 3 million new consumers compared to 2024, or a 2 percentage point rise in just one year.
Why Physical Books Still Reign
Despite the rise of e-books, many, like Maria Clara, still prefer the tactile experience of a physical book. “I get headaches reading digitally for too long,” she says. “There’s something about holding the book, folding pages, and using a highlighter. It makes the experience more meaningful.”
This sentiment is echoed in the data: 80% of recent book purchases were for printed editions, while only 20% were digital. For 53% of consumers, bookstores remain a cherished space for relaxation and cultural connection, even as 53% of print book purchases are now made online.
Who’s Buying Books in Brazil?
The study reveals a shifting demographic landscape in the country’s reading habits:
- Women lead the market, comprising 61% of all book buyers.
- Black and mixed-race women in the C socioeconomic class are the single largest consumer group, accounting for 15% of all book purchasers.
- Young adults (18–34 years old) saw the most growth, with a 3.4 percentage point increase in consumption compared to 2024.
According to Mariana Bueno, coordinator of economic and sectoral research at Nielsen BookData, “fiction titles, especially Young Adult novels, have been decisive in this growth. They speak directly to a younger, more connected audience.”
The Digital Divide and the Role of Social Media
While digital platforms have broadened access to books, they’ve also exposed new challenges. Of the 35 million Brazilians who did not buy a book in 2025, 28% cited a lack of nearby bookstores, and 35% said books are too expensive. Another 16.3% turned to free digital copies, often pirated—a “repressed demand,” according to Bueno, that the market is eager to tap.
Yet, paradoxically, 56% of book buyers now make their purchases via social media, with women aged 25–54 accounting for 76% of female buyers and 26% of all buyers using these platforms for their literary acquisitions.
The Rise of Reading Communities
The growth in book consumption is also fueled by virtual reading communities. “Social media has become a gateway for new readers,” says Sevani Matos, president of the Brazilian Book Chamber. “Content creators, online recommendations, and virtual book clubs are expanding literature’s reach, especially among the young.”
Pedro Castro, a librarian, observes: “People are forming real bonds over books. We see messages from those who’d never read a classic before, but thanks to a book club, they’re reading and enjoying it. Reading is no longer solitary—it’s shared.”
The Future of Reading in Brazil
The “Panorama do Consumo de Livros” surveyed 16,000 Brazilians in October 2025, offering a comprehensive snapshot of the nation’s reading habits. The report concludes that the book is more than a product—it’s a cultural experience. “Strengthening bookstores, libraries, and access policies is essential to sustaining this growth,” says Matos.
