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Popular China Video Platform TikTok
Teams Up With Publisher Zando to Print Books.
ByteDance, the parent company of TikTok, is venturing into book publishing, driven by the explosive growth of the #BookTok community and a rising interest in physical books among young readers. After launching digital books, a year ago, ByteDance’s publishing division, 8th NotePress, has partnered with publisher Zando to release a series of printed titles starting next year.The impact of TikTok on youth culture is significant, with 57% of Australian teenagers using the platform this year, many spending nearly an hour daily on it. Among these teens, 16% are active on BookTok, which has amassed an impressive 46 billion views globally. The volume of BookTok videos has increased by 15% compared to last year, solidifying its status as the largest book recommendation channel, primarily driven by young enthusiasts who celebrate printed literature.
“Physical books remain the preferred format, especially in specific genres that we’re focusing on,” said Jacob Bronstein, head of editorial and marketing at 8th Note. “We recognized the necessity of entering the physical book market.”
Zando will launch its titles in print for a global audience, aiming to publish 10 to 15 romance, romantasy, and young adult books annually, beginning early next year, with an emphasis on appealing to millennial and Gen Z readers.
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