{"id":6965,"date":"2026-03-16T10:36:31","date_gmt":"2026-03-16T09:36:31","guid":{"rendered":"https:\/\/booksfactory.pl\/blog\/marche-du-livre-2025-ce-que-le-salon-de-londres-a-vraiment-revele\/"},"modified":"2026-03-24T14:21:19","modified_gmt":"2026-03-24T13:21:19","slug":"marche-du-livre-2025-ce-que-le-salon-de-londres-a-vraiment-revele","status":"publish","type":"post","link":"https:\/\/booksfactory.pl\/blog\/marche-du-livre-2025-ce-que-le-salon-de-londres-a-vraiment-revele\/?lang=fr","title":{"rendered":"March\u00e9 du livre 2025 : ce que Londres a r\u00e9v\u00e9l\u00e9"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/08_Rynek_ksiazki-2025_Londyn_1200x900_02-1024x768.jpg\" alt=\"Comparaison fiction \/ non-fiction dans les tendances du march&#xE9; du livre en 2025.\" class=\"wp-image-6940\" srcset=\"https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/08_Rynek_ksiazki-2025_Londyn_1200x900_02-1024x768.jpg 1024w, https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/08_Rynek_ksiazki-2025_Londyn_1200x900_02-300x225.jpg 300w, https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/08_Rynek_ksiazki-2025_Londyn_1200x900_02-768x576.jpg 768w, https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/08_Rynek_ksiazki-2025_Londyn_1200x900_02.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">Le march\u00e9 progresse\u2026 mais plus l\u00e0 o\u00f9 on l\u2019attendait<\/h2>\n\n<p>Les donn\u00e9es NielsenIQ BookData et GfK Entertainment, pr\u00e9sent\u00e9es au London Book Fair 2026, ne se pr\u00eatent pas \u00e0 une lecture simple. Le march\u00e9 du livre en 2025 n\u2019a pas \u00e9volu\u00e9 de mani\u00e8re homog\u00e8ne. <br\/><br\/>La croissance la plus dynamique se situe d\u00e9sormais hors des centres traditionnels de l\u2019\u00e9dition. L\u2019Inde (+20,7 %), le Br\u00e9sil (+11,2 %) et le Mexique (+7,0 %) tirent le march\u00e9, tandis que l\u2019Oc\u00e9anie affiche un net rebond : l\u2019Australie (+3,2 %) et la Nouvelle-Z\u00e9lande (+6,9 %) repassent en croissance. <br\/><br\/>\u00c0 l\u2019inverse, plusieurs grands march\u00e9s europ\u00e9ens reculent. L\u2019Italie (-2,1 %), la France (-1,5 %) et le Royaume-Uni (-0,5 %) enregistrent des baisses. Le march\u00e9 entre dans une phase de s\u00e9lection : plus mature, plus exigeant, moins impulsif.  <\/p>\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">Moins de livres, plus de valeur<\/h2>\n\n<p>L\u2019analyse des volumes vendus apporte un \u00e9clairage suppl\u00e9mentaire. Dans de nombreux march\u00e9s, les ventes en unit\u00e9s diminuent, tandis que les revenus restent stables ou progressent. Cette tension est centrale.   <br\/><br\/>Les lecteurs ne se d\u00e9tournent pas du livre \u2014 ils changent leur mani\u00e8re d\u2019acheter. L\u2019acte d\u2019achat devient plus r\u00e9fl\u00e9chi. Un livre doit d\u00e9sormais \u00ab m\u00e9riter \u00bb sa place.   <br\/><br\/>Moins d\u2019achats impulsifs, plus de d\u00e9cisions conscientes.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"638\" src=\"https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/BookMarket2025_RevenueGrowth_1200x748-1024x638.jpg\" alt=\"Carte du monde illustrant la croissance des revenus du march&#xE9; du livre en 2025 selon NielsenIQ.\" class=\"wp-image-6942\" srcset=\"https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/BookMarket2025_RevenueGrowth_1200x748-1024x638.jpg 1024w, https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/BookMarket2025_RevenueGrowth_1200x748-300x187.jpg 300w, https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/BookMarket2025_RevenueGrowth_1200x748-768x479.jpg 768w, https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/BookMarket2025_RevenueGrowth_1200x748.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">La fiction prend le dessus<\/h2>\n\n<p>Dans ce contexte, la fiction reste le moteur principal du march\u00e9. En 2025, elle a g\u00e9n\u00e9r\u00e9 la croissance des revenus dans 15 territoires analys\u00e9s. <br\/><br\/>Il ne s\u2019agit pas seulement des genres \u2014 m\u00eame si le polar, le thriller et la fantasy dominent. Le m\u00e9canisme est plus profond. Les livres circulent diff\u00e9remment dans l\u2019\u00e9cosyst\u00e8me culturel. Le succ\u00e8s d\u2019autrices et d\u2019auteurs comme Freida McFadden \u2014 dont \u00ab La femme de m\u00e9nage \u00bb s\u2019est impos\u00e9 en t\u00eate des ventes dans plusieurs march\u00e9s \u2014 ou de Dan Brown avec \u00ab Le secret des secrets \u00bb en est une illustration.    <br\/><br\/>La d\u00e9couverte des livres a \u00e9galement chang\u00e9. Les r\u00e9seaux sociaux jouent un r\u00f4le cl\u00e9, notamment les plateformes visuelles comme TikTok ou Instagram. Le livre devient un objet \u00e0 montrer, photographier, \u00ab unboxer \u00bb. Une \u00e9volution discr\u00e8te, mais structurante.    <\/p>\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">La non-fiction ne dispara\u00eet pas \u2014 elle se transforme<\/h2>\n\n<p>La non-fiction reste sous pression, avec seulement sept march\u00e9s en croissance en 2025. <br\/><br\/>Les titres les plus performants sont ceux qui apportent une valeur concr\u00e8te. \u00ab La Th\u00e9orie Let Them \u00bb, ainsi que des bestsellers comme \u00ab Un rien peut tout changer \u00bb, \u00ab Ikigai \u00bb ou \u00ab La psychologie de l&#8217;argent \u00bb, confirment la solidit\u00e9 du segment du d\u00e9veloppement personnel. <br\/><br\/>Ce qui \u00e9volue, c\u2019est l\u2019intention : la non-fiction doit \u00eatre plus pr\u00e9cise, plus utile, plus ancr\u00e9e dans le quotidien du lecteur. <\/p>\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">Des prix en hausse, mais un march\u00e9 qui ralentit<\/h2>\n\n<p>Les prix continuent d\u2019augmenter dans la majorit\u00e9 des march\u00e9s, mais plus lentement.<br\/><br\/>Au Royaume-Uni, le prix moyen a atteint 9,52 GBP (+2,0 %), tandis qu\u2019en France il s\u2019\u00e9l\u00e8ve \u00e0 12,83 EUR (+1,0 %). Dans de nombreux pays, la dynamique de hausse ralentit, signe d\u2019un nouvel \u00e9quilibre entre acceptation des prix et exigence de qualit\u00e9.  <br\/><br\/>Les lecteurs acceptent de payer plus \u2014 mais attendent une justification : qualit\u00e9 de fabrication, esth\u00e9tique, exp\u00e9rience.   <\/p>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"638\" src=\"https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/BookMarket2025_BooksSold_1200x748-1024x638.jpg\" alt=\"Carte du monde montrant les ventes de livres et leur dynamique en 2025.\" class=\"wp-image-6941\" srcset=\"https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/BookMarket2025_BooksSold_1200x748-1024x638.jpg 1024w, https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/BookMarket2025_BooksSold_1200x748-300x187.jpg 300w, https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/BookMarket2025_BooksSold_1200x748-768x479.jpg 768w, https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/BookMarket2025_BooksSold_1200x748.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">Quelles implications pour les \u00e9diteurs ?<\/h2>\n\n<p>Le changement cl\u00e9 ne concerne pas les march\u00e9s ou les genres, <a href=\"https:\/\/booksfactory.pl\/blog\/marche-du-livre-2026-ere-premium-booktok-et-nouvelles-strategies\/?lang=fr\" data-type=\"link\" data-id=\"https:\/\/booksfactory.pl\/blog\/rynek-ksiazki-2026-era-premium-booktok-i-nowe-strategie\/\" target=\"_blank\" rel=\"noreferrer noopener\">mais la mani\u00e8re de penser le livre comme produit<\/a>.<br\/><br\/>Le mod\u00e8le fond\u00e9 sur l\u2019\u00e9chelle \u2014 tirages \u00e9lev\u00e9s, co\u00fbts r\u00e9duits, distribution large \u2014 s\u2019essouffle. Une approche plus ma\u00eetris\u00e9e s\u2019impose :  <\/p>\n\n<ul class=\"wp-block-list\">\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\">tirages plus courts,<\/li>\n\n\n\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\">tests de march\u00e9,<\/li>\n\n\n\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\">exigence accrue sur la qualit\u00e9,<\/li>\n\n\n\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\">ciblage plus pr\u00e9cis.<\/li>\n<\/ul>\n\n<p>Une \u00e9volution, pas une r\u00e9volution. <\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Rynek ksi\u0105\u017cek si\u0119 zmieni\u0142. Gdzie teraz le\u017c\u0105 pieni\u0105dze w bran\u017cy?\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/jcvnIXRHnN4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">Vers le livre comme exp\u00e9rience<\/h2>\n\n<p>S\u2019il fallait r\u00e9sumer 2025 en une phrase :<\/p>\n\n<ul class=\"wp-block-list\">\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\">le livre imprim\u00e9 n\u2019est plus seulement un support de contenu \u2014 il devient une exp\u00e9rience \u00e0 part enti\u00e8re.<\/li>\n<\/ul>\n\n<p>Cette transformation se refl\u00e8te dans la hausse des prix, dans le succ\u00e8s des \u00e9ditions collector, mais aussi dans l\u2019attention accrue port\u00e9e aux d\u00e9tails \u2014 du papier \u00e0 la finition. Elle se manifeste \u00e9galement dans l\u2019espace num\u00e9rique, o\u00f9 le livre existe comme un objet visuel, capable de capter l\u2019attention avant m\u00eame d\u2019\u00eatre lu. <br\/><br\/>Pour les \u00e9diteurs, cela change la nature des d\u00e9cisions : elles ne sont plus uniquement techniques, mais pleinement strat\u00e9giques. Elles doivent \u00eatre prises en conscience, car elles influencent directement la mani\u00e8re dont le livre est per\u00e7u \u2014 \u00e0 l\u2019\u00e9cran comme dans les mains du lecteur.   <\/p>\n\n<p style=\"font-size:16px\">Sources :<\/p>\n\n<ul class=\"wp-block-list\">\n<li style=\"margin-right:var(--wp--preset--spacing--50);margin-left:var(--wp--preset--spacing--50)\"><a href=\"https:\/\/nielseniq.com\/global\/en\/news-center\/2026\/international-book-markets-2025-fiction-continues-to-drive-growth-as-non-fiction-remains-under-pressure-and-price-increases-partially-slow-down\/\" data-type=\"link\" data-id=\"https:\/\/nielseniq.com\/global\/en\/news-center\/2026\/international-book-markets-2025-fiction-continues-to-drive-growth-as-non-fiction-remains-under-pressure-and-price-increases-partially-slow-down\/\" target=\"_blank\" rel=\"noreferrer noopener\">Nielseniq.com<\/a><\/li>\n<\/ul>\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les donn\u00e9es pr\u00e9sent\u00e9es \u00e0 Londres r\u00e9v\u00e8lent un march\u00e9 sous tension : des revenus en hausse, des volumes en baisse et une domination nette de la fiction. Ce n\u2019est pas une crise \u2014 c\u2019est un changement des r\u00e8gles du jeu, avec une croissance in\u00e9gale.<\/p>\n","protected":false},"author":2,"featured_media":6966,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[88,70],"tags":[],"class_list":["post-6965","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-du-secteur","category-analyses-fr"],"rttpg_featured_image_url":{"full":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/08_Rynek_ksiazki-2025_Londyn_1200x900_02.jpg",1200,900,false],"landscape":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/08_Rynek_ksiazki-2025_Londyn_1200x900_02.jpg",1200,900,false],"portraits":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/08_Rynek_ksiazki-2025_Londyn_1200x900_02.jpg",1200,900,false],"thumbnail":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/08_Rynek_ksiazki-2025_Londyn_1200x900_02-150x150.jpg",150,150,true],"medium":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/08_Rynek_ksiazki-2025_Londyn_1200x900_02-300x225.jpg",300,225,true],"large":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/08_Rynek_ksiazki-2025_Londyn_1200x900_02-1024x768.jpg",1024,768,true],"1536x1536":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/08_Rynek_ksiazki-2025_Londyn_1200x900_02.jpg",1200,900,false],"2048x2048":["https:\/\/booksfactory.pl\/blog\/wp-content\/uploads\/2026\/03\/08_Rynek_ksiazki-2025_Londyn_1200x900_02.jpg",1200,900,false]},"rttpg_author":{"display_name":"Gabriel Augustyn","author_link":"https:\/\/booksfactory.pl\/blog\/author\/gaugustyn\/"},"rttpg_comment":0,"rttpg_category":"<a href=\"https:\/\/booksfactory.pl\/blog\/categorie\/actualites-du-secteur\/?lang=fr\" rel=\"category tag\">Actualit\u00e9s du secteur<\/a> <a href=\"https:\/\/booksfactory.pl\/blog\/categorie\/analyses-fr\/?lang=fr\" rel=\"category tag\">Analyses<\/a>","rttpg_excerpt":"Les donn\u00e9es pr\u00e9sent\u00e9es \u00e0 Londres r\u00e9v\u00e8lent un march\u00e9 sous tension : des revenus en hausse, des volumes en baisse et une domination nette de la fiction. Ce n\u2019est pas une crise \u2014 c\u2019est un changement des r\u00e8gles du jeu, avec une croissance in\u00e9gale.","_links":{"self":[{"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/posts\/6965","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/comments?post=6965"}],"version-history":[{"count":4,"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/posts\/6965\/revisions"}],"predecessor-version":[{"id":6972,"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/posts\/6965\/revisions\/6972"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/media\/6966"}],"wp:attachment":[{"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/media?parent=6965"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/categories?post=6965"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/booksfactory.pl\/blog\/wp-json\/wp\/v2\/tags?post=6965"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}