The children's literature market - France (2023)

The global children's literature market grew steadily, forecast at a CAGR of 1.4% from 2022 to 2027, reaching $12.2 billion in value. Despite a rise in sales during the pandemic, the French children's book market experienced a slowdown in 2021, with a 13% drop in volume and a 9% drop in sales compared to the previous year's significant increase. Personalized storybooks have become a notable trend, with companies like Wonderbly and Bookyboo leading the way. Digitization has had a profound impact, with 40% of young French people having read a digital book, and social media and online platforms are influencing reading choices, with half of young people reading the book after watching its film or series adaptation. Sales channels have evolved, with Amazon and cultural superstores taking over from bookshops. However, bookshops have proved resilient, with a slight increase in their numbers during the pandemic years.

The French market is structured by specialist youth publishers, with leaders such as Hachette Jeunesse and Flammarion Jeunesse, and generalist publishers such as Scrinéo and Seuil. Despite these trends, traditional genres such as science fiction, adventure and detective novels remain popular with young people, while the reading habits of young Frenchais continue to be influenced by screen time, with an average of 3 hours and 14 minutes a week devoted to reading, compared with much more for screens and the Internet. Regulations such as the Lang law and the Darcos law have been implemented to protect book prices and independent sellers.

Analyzing trends in children's readership in France

Looking at the French children's book market, we see a complex, evolving landscape that reconciles both traditional practices and modern changes, all the more so as it rides the waves of global digital transformation. The market's vitality is evident in its considerable list of publishers targeting young people, offering a multitude of genres from dynamic picture books to captivating young adult novels. France's pronounced taste for literature is reflected in its young population, with comics, novels and manga topping the list of preferences. In recent years, the popularity of manga has been particularly pronounced, with the number of readers rising from less than a quarter to almost half of the young population. Comic books have also seen a slight increase in readership. Novels, on the other hand, while retaining a strong presence, saw their hold diminish from over half to a level equivalent to that of manga.

The influence of digital media is palpable, with a significant proportion of young people - around two-fifths - reading digital books. The preferred device for this digital foray? Smartphones, which outperform alternative screens, underlining the interweaving of literature and technology in everyday life. This trend only becomes more pronounced during leisure periods, such as pre-sleep and vacations.

Sales of children's books are impressive, with over 60 million copies sold in one year, representing over 600 million euros for the French economy, even allowing for a recent slowdown after a major peak during the pandemic years. It's interesting to note that French bookshops , numbering over 2,400, are proving resilient in the face of the rise of digital, maintaining their number of establishments and even increasing the number of their employees. French readers continue to support these literary havens of peace, a testament to the country's cultural fabric.

The French government's commitment to promoting access to culture through the Pass Culture, which offers 18-year-olds a generous 300-euro cultural allowance, is palpable and has boosted book sales. Interestingly, the digital domain also steers readers towards physical books, with series and film adaptations prompting half of young people to return to the original text after viewing.

The sector is dotted with specialist and general publishers , some of whom boast sales figures in the hundreds of millions, underlining the vitality and competitive nature of this segment. Despite this prosperity, authors' revenues remain relatively marginal, their margin on the sale price of a book being derisory.

The main players in the French children's book market

The French children's book market is a lively, dynamic arena in which several key publishers and brands stand out, each bringing unique content to the world of children's literature. Their offerings range from the classic to the contemporary, catering to the diverse interests of young readers in France.

• Gallimard Jeunesse is a titan of children's publishing, known for its prestigious collection of literary works including both timeless classics and modern tales. With iconic series such as J.K. Rowling's "Harry Potter" under their banner, they continue to be a favorite with young readers and parents alike.
• Talents Hauts stands out for its commitment to literature that challenges traditional gender roles, presenting stories that promote equality and reflect diverse experiences. As a specialist in children's books and educational materials, the company has created a niche market focused on progressive themes.
• Flammarion Jeunesse, another industry giant, offers a wide range of titles covering all genres of children's books. Its catalog boasts a rich mix of storybooks, educational texts and well-known series that awaken young minds and give them a taste for reading.
• Hachette Jeunesse remains one of the most influential and present players in the children's literature market. Its portfolio includes a wide variety of titles for children and young adults, ensuring that there is a book for every interest and reading level.
• Bayard/Milan harmoniously combines entertainment and education, offering young readers books that are both instructive and captivating. Their well-constructed narratives are designed to teach as well as tell stories, making them an essential part of many young learners' collections.
• Auzou has been acclaimed for its picture books and educational titles aimed at the youngest readers. Their colorful, engaging books are designed to capture the imagination and stimulate learning from an early age.
• L'École des Loisirs is a distinguished name that consistently delivers quality children's books and has become synonymous with educational excellence and creativity. Its commitment to cultivating a passion for literature makes it a publisher of choice for parents and educators alike.
• Editis, which offers a wide range of books under different brands, has made a significant contribution to children's literature. The publishing house emphasizes the importance of educating young readers by offering a rich selection of books that cater to different tastes and interests.
• Fleurus is renowned for its beautifully illustrated books and titles that range from religious content to general narrative.

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 16/03/2023

Summary and extracts

List of charts presented in this market study

• The market for children's and teenagers' books
• Publishing market share
• Publishing houses with more than five children's titles a year
• Average breakdown of a book's selling price
• Where young French people buy books
• Young French people's use of the culture pass
• Have you ever read a book after watching a series or film?
• Types of books read by young French people
• Primary school pupils' favourite types of books
• Middle school students' favorite types of books
• High school students' favorite types of books
• The e-book and audiobook market
• Have you ever read a digital book?
• Digital reading support among 7-19 year-olds
• Times when 7-19 year-olds read digital books
• Number of bookshops in France
• Number of employees in the bookstore sector
• The types of novels most read by young French people
• Why don't you read enough books in your spare time?
• Why don't you read enough books in your spare time?