A recent report from Public First, with additional research from EY, found that in 2025 TikTok helped generate £175m in consumer spending on books and concluded that one in four 18–24-year-olds on TikTok bought a book after seeing it on the platform. This week, BookTok creators assessed whether the platform has encouraged people into indie bookshops.
A regime incorporating inclusive science, where negative results can play an important role, can help advance outcomes—and it could also save researchers billions.