Germany Publishing
Market Overview
The German book market is important for publishers and booksellers with sales exceeding $10.51 billion in 2023 (Börsenverein, 2023). German print book sales generated $7.7 billion of revenue, supplemented by $523 million from e-book sales (Davies, 2023). The superior quality and wide variety of available books to consumers is sustained by Germany’s system of fixed book prices which helps to support an extensive network of independent bookstores and promulgate books as essential cultural goods (Börsenverein, 2015). Along with English and Chinese, German is one of the most printed languages for book publishing. The German book market consists of approximately 21,000 companies, including 15,000 publishers. Finally, 64,278 new titles were published in 2022, 4% more than in 2022 (Börsenverein, 2023). Germany’s influence extends to dominate book sales in neighboring Switzerland and Austria, supplying over 80% of their published works.
Current Market Trends
In 2023, revenue from the German publishing industry increased by 2.8%, demonstrating a robust recovery compared to 2019. The industry maintained its upward trajectory in the first half of 2024, with a 1.2% increase in turnover and from 2019 to 2023, the online book trade experienced substantial growth, increasing by 29.5%, while the use of all-inclusive booksellers declined by 5.5% over the same period (Börsenverein, 2023). This trend reflects a growing consumer preference for purchasing books digitally. Bookstores and publishers in Germany, however, are managing this digital transformation successfully. Two-thirds of German bookshops also sell their books via online-shops.
The e-book market in Germany has shown promising growth. In terms of share-of-market, e-books rose to 6.1% in 2023. However, the German e-book market is behind the U.S. market, where, although the market share of e-books has been declining in recent years, 13% of all book sales were e-books in 2023. This can partly be explained by the German “Buchpreisbindung” (fixed book price), whereby e-books in Germany cost just a few Euros less than the printed alternative and prohibits competition between publishers. The value-added tax (VAT) for e-books has been reduced from 19% to 7% (Börsenverein, 2023).
Current Demand
The decline in readership and newly published books in the German Book market influences almost all categories of books, but during 2023 and 2024 the following trends have been observed:
• In June 2024, compared to June 2023, sales of children and young adult titles increased by 4.8%, personal advice book sales declined 2.6% (Branchen-Monitor Buch Juni 2024), and travel book sales decreased by 9.1%.
• Not all booksellers and publishers are benefitting from the boost in young adult and new readers, as small independent companies are struggling economically (Börsenverein, 2023).
• Reduced overall readership but purchase of increasingly expensive books (Börsenverein, 2023).
A high English proficiency among Germans makes English-language books very popular in Germany. Of the books translated into German, the most common original languages in 2022 were English (60.4% of translations), Japanese (12.2%), and French (20.6%) (Börsenverein, 2022).
Impact of Inflation and the War in Ukraine
Inflationary pressures and the war in Ukraine have had profound effects on the German publishing market. In mid-2022, consumer confidence in Germany plummeted to record lows, driven primarily by inflationary concerns and the geopolitical tensions arising from the war. The rise in the price of goods and services became the foremost concern for 44% of European consumers and in Germany 55% expressed pessimism about the state of the economy (McKinsey & Company, 2022), which affected consumer spending including book purchases.
The publishing industry faced direct financial pressures due to increased printing costs, which surged by more than 20% compared to the previous year. In May 2022, paper prices alone soared by 52.3% year-over-year, reflecting broader inflationary pressures within the materials sector (Statistisches Bundesamt, 2024). Rising energy and labor costs further complicated the logistical distribution of books, impacting operational efficiencies and profit margins for publishers and distributors alike.
Export & Licensing Guidance
Overall, sales of licenses abroad decreased by 14.4% with 6,655 titles translated into different languages in 2022 (2019: 7,747). The most important buyers were China, Italy, and the Czech Republic. There was a significant decrease in the number of titles bought by China (1,318 to 825 licenses) and Russia (676 to 236 licenses). In 2023, the number of book rights sold abroad fell slightly by 1.9% to 6,527 contracts. Russia purchased only 368 licenses. China remained the largest buyer of German book rights but only 754 licenses were purchased, a decrease of 71 licenses compared to 2022.
Trade Barriers & Intellectual Property Rights
Most imported books and other print materials (TARIC Code, Section 10, Chapter 49) are free of import duties. Goods imported into Germany from non-EU countries are subject to an import sales tax, which is passed on to end-users as a 7% value-added tax (VAT) levied on books, other print materials and e-books. We advise U.S. exporters to review relevant taxes and import duties with a tax consultant.
Main Competitors
Bestsellers from the United States fall behind book sales from the United Kingdom. The U.K. is the leading exporter of books to Germany and continues to fill the demand for English language books and English-German translations. Germany is the third largest importer of consumer literature for the U.K. market, ranking only behind Australia and the U.S., but ranked first in non-English countries importing these texts. A contributing factor may be the gradual reduction of the American military presence in Germany. Additionally, the consistent use of British materials in German classrooms at the elementary and intermediate level explains the U.K.’s higher book sales in Germany, as teachers and students are only free to choose their reading materials at higher education levels.
Trade Associations & Government Agencies
• Börsenverein des Deutschen Buchhandels www.boersenverein.de/ (German only)
• Ausstellungs- und Messe GmbH des Börsenvereins des Deutschen Buchhandels e.V. Frankfurter Buchmesse www.buchmesse.de/en
Trade Events
Event: Frankfurt Book Fair, October 15-29, 2025
Location: Frankfurt/Germany
Website: www.buchmesse.de/en
Description: International marketplace for the book and media industry, as well as a key trendsetter for society and a major cultural festival. At the 2023 Fair, 4,000 exhibitors from 95 countries (around 330 US Exhibitors) showcased their products to 215,000 visitors. This year’s motto “#fbm24 is reading – Read. Reflect. Relate. celebrates reading where stories begin: at the center of the publishing industry.
Event: Leipzig Book Fair, March 27-30, 2025
Location: Leipzig, Germany
Website: www.leipziger-buchmesse.com/?language=en
Description: Leipzig Book Fair is the most important spring meeting place for the publishing and media sector, with 2,080 exhibitors from 40 countries in 2024 and host to a broad and multi-faceted range of literature and media inspired 283,000 visitors.
Additional Market Research & Other Resources
• German Publisher and Bookseller Association (Börsenverein) www.boersenverein.de/english/
• Fixed Book Price Agreement (Buchpreisbindungsgesetz) - https://www.gesetze-im-internet.de/buchprg/BJNR344810002.html
• PriceWaterhouseCoopers Entertainment and Media Report 2015-2019 - www.pwc.com
• Frankfurt Book Fair - www.buchmesse.de
• Börsenblatt - www.boersenblatt.net
For more information, contact Ulrike Riegler, Commercial Specialist.
Email: ulrike.riegeler@trade.gov
Phone: +49 69 7535 3157