The youth press market - Italy

The global children's book market has experienced notable fluctuations amidst the COVID-19 pandemic. Although children's book sales saw a significant increase during the pandemic, with a peak of 250.76 million copies sold in 2022, the market faced a decline of 9.45% in the same year. Despite the drop, the market had grown by 11.37%, outpacing the adult segment but remaining slower than the young adult category. The pandemic also influenced reading habits, with a notable uptick in digital consumption: e-book readership reached 30% and audiobook listenership 12% in Italy, marking a shift towards digital platforms.

The children's segment accounted for a weighty 35.5% of overall book sales in 2020, and by 2026, the global market is forecasted to reach $13.02 billion. Meanwhile, in Italy, the children's and young people's book market grew by 19% in 2021, and the sale of children's book rights abroad has been outstripping purchases. Despite a slight decrease in market share, dropping to 15.8% in 2022, the Italian market showed resilience and adaptability with increased spending, reaching €190.8 million in 2022.

The Resilient and Flourishing Italian Market for Children's Literature

The Italian children's book market has been displaying a trajectory of growth and adaptation, particularly in the face of challenges such as the digital revolution and the COVID-19 pandemic. As of the year 2022, the worth of this vibrant market stood between €250 and €300 million, claiming an impressive 18% of the total expenditure on book purchases across the country. This market segment has not only expanded in monetary value but also in volume, with almost 2.4 million copies of children's books being purchased by families and parents, marking a significant growth rate above the industry average. Publications for the young are diverse, ranging from cloth books for toddlers to more complex novels for older children. The Italian market has been responsive to evolving demands, showing a notable increase in sales particularly, reaching a figure of nearly €200 million by 2022. The market share did experience a marginal decrease, but still, it represents a substantial portion of the market at around 15% to 20%. Digital formats and platforms have become increasingly significant, especially among older children, with a staggering 30% of children engaging with e-books and 12% with audiobooks.

The digital rise has led to 40 out of every 100 readers, primarily children and youth, preferring digital media over traditional print. Furthermore, the endorsement of literature by parents plays a pivotal role, with a strong correlation existing between children's reading habits and parental influence. A considerable majority of parents, around 80%, read together with their children, nurturing the habit from a young age. The impact of COVID-19 has also been a catalyst for change in reading habits. While the pandemic initially led to a drop in reading due to altered family routines and general distress, a resurgence in interest has been observed subsequently, with an increase in the percentage of citizens engaging in reading activities. Understanding and adapting to these trends is crucial for industry players looking to capitalize on the robust and dynamic Italian market for children's books. Key figures to note are that the market has reached between €250 and €300 million, the number of children's and young people's book purchases per year lies around 2.4 million copies, digital readership among the young audience is at around 30%, and parental involvement in children's reading activities is as high as approximately 80%. These numbers reflect the strength and potential of the Italian market for child and young adult literature.

Key Players in the Children's Book Publishing Landscape

The children’s book publishing sector is vibrant and diverse, with significant contributions from both global giants and specialized local firms. Companies operating in this market not only provide reading material for young audiences but also shape cultural trends and educational practices through their publications. The following players are particularly noteworthy in the children's book market.

• Pearson stands out as one of the leading global players in the education sector, offering a wide range of content, tools, products, and services for educators and learners of all ages. Its portfolio includes children's books that play a pivotal role in the learning and development of young minds across the world.
• Reed Elsevier is a multinational information and analytics company specializing in scientific, technical, and medical content. Although better known for academic and professional materials, its offerings also extend to rich resources for children, which helps stimulate curiosity and foster learning.
• ThomsonReuters is another global heavyweight that primarily deals with intelligent information for businesses and professionals. The company’s influence extends to the educational segment, providing a variety of publications suitable for young readers, including those in the legal and regulatory realms.
• Navigating to the Italian stage, the children’s book market reflects a strong local flavor with publishers like Albe Edizioni** emerging as key figures. Albe Edizioni is distinguished for its unique approach to children's storybooks, bringing to life tales that are not only entertaining but also visually captivating with an emphasis on innovative illustrations and design.
• Becco Giallo Edizioni is known for its bold selection of themes and subjects, often introducing young readers to a range of ideas beyond the traditional scope of children's literature. Their offerings include a mix of storybooks that are factual, educational, and sometimes deal with more challenging social topics.
• Orecchio Acerbo S.r.l. stands out for its artisanal quality and attention to detail. This publisher has carved a niche for itself in the Italian market with beautifully crafted books that double as art pieces, reflecting a deep commitment to aesthetic excellence and storytelling charm.
• Lastly, Feltrinelli Kids is a colossal name in Italian publishing, with a dedicated division for children’s publications. With its considerable market presence, Feltrinelli Kids provides an eclectic range of books for children of all age groups, solidifying its standing as a key promoter of children's literacy and a staple in young Italians’ lives.

Collectively, these actors play an instrumental role in constructing the framework of the children's book industry.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 12/07/2023

Summary and extracts

List of charts

• Children's books sold
• Titles of children's and youth books published
• Trends in rights sales and rights purchases of children's and young adult books by Italian publishers
• Impact of covid-19 on reading
• Preschool reading: Readers of at least one book alone or with an adult between 0 and 5 years old
• Readers of at least one non-school book among the population 6+
• Reading trends for different age groups: Readers of at least one non-school book
• Reading platforms used from an early age
• Children reading in families where they see their parents reading
• The teacher's role in guiding the reading of children between the ages of 7 and 14
• Motivations that lead parents to buy a book for their child (7-14 years old)
• Parents' commitment to reading together with their children
• Value of the Italian children's and young adult book market
• Number of children's and youth titles published each year
• Value composition of the children and youth market
• Growth of the online market for children's books
• Main brakes to online purchase of children's books (0-14 years)
• Provenance of books entering the home intended for children and young people
• Demographic trends in resident population 0-14
• Forecast of demographic trends, population 0-14
• Reading trends among the population 6-14
• Published news
• News published by age group
• Trends in new publications by age group