Film and TV executives are increasingly turning to BookTok rather than traditional bestseller lists to discover new adaptation opportunities.
Executives from Amazon, Fremantle, and Banijay describe the platform as one of the most valuable tools for understanding and reaching younger audiences.
BookTok has played a significant role in the success of screen adaptations such as The Housemaid, Off Campus, Boys of Tommen, and Maxton Hall. Tara Erer, Head of Originals for UK and Northern Europe at Amazon MGM Studios, revealed that Amazon works directly with members of the BookTok community and seeks input from content creators when developing new projects. The company has also incorporated BookTok influencers into productions as extras and creative partners, while marketing and social media teams are now involved much earlier in the production process.
Fremantle UK CEO Amelia Brown recalled that the potential of Maxton Hall first became evident during the Frankfurt Book Fair, where overwhelming fan interest in the source material highlighted its adaptation potential. Meanwhile, Banijay Head of Adaptations Hannah Griffiths noted that many books that gain traction on BookTok have often already been acquired, prompting the industry to look more closely at independent and self-published authors.
Griffiths also pointed out that while romantasy, a blend of romance and fantasy, has dominated literary trends in recent years, its high production costs have made it difficult to adapt for television. As a result, interest is shifting toward more grounded romance stories and increasingly niche romantic subgenres.
According to Griffiths, the era of dystopian fiction has largely passed, as audiences are less interested in fictional dystopias while facing uncertainty and challenges in real life. Beyond books, platforms such as Substack, Wattpad, and podcasts are becoming important sources of adaptation material. In particular, Substack is emerging as a key destination for discovering non-fiction stories, memoirs, and personal narratives.
To stay ahead of evolving digital trends, media companies are also hiring younger executives who are already immersed in these online communities and platforms, allowing them to better understand audience interests and emerging content opportunities.
