This presentation was delivered by Enrico Turrin at Thinking Literature in Translation on 13 November 2025. It examines the growing consumption of English-language books in non-English-speaking European markets and the resulting concern among national publishers.
The phenomenon is especially visible in the Netherlands, the Nordic countries, Germany and the Baltic states, while its impact remains more modest in Southern and Eastern Europe. Turrin presents figures from Sweden, Denmark, Germany, Italy and the Netherlands, where English-language books have achieved particularly strong market shares in young-adult literature and general fiction.
BookTok and other social platforms have helped readers discover international titles and encouraged them to seek the editions and covers they see online. However, surveys indicate that social media is only one factor. Availability, language practice, a desire to read a work in its original language and concerns about what may be lost in translation are also important motivations.
The trend creates challenges for local publishers and translation markets, particularly in smaller language areas. Translated editions must be acquired and produced rapidly, ideally alongside the English release, while imported editions may be cheaper. Turrin asks how local-language publishing can remain visible and competitive without weakening readers’ growing international engagement.
