Previously purchased in Russian, now reading in Ukrainian: how the book market has changed over 10 years

Ten years ago, Ukrainian readers often chose Russian translations of world bestsellers. They appeared earlier than Ukrainian versions, cost less, and you could even buy them near the subway.

Back then it was a habit for many, not a conscious choice. Today the situation has changed radically: people read in Ukrainian even those who not long ago prioritized personal comfort and “didn’t see a difference.” By 10 year of the publishing house #книголав, its representatives told Channel 24 how the Ukrainian book market has changed during this time.

How demand for Ukrainian books has changed

One of the important stages for the Ukrainian book market was the tightening of imports of editions from Russia at the end of 2016 year. At that time Russian books occupied about 60% of the market. So Ukrainian publishers had to compete for shelf space in bookstores and in readers’ home libraries.

Later, the legislation changed. In 2019 year, requirements came into force that bookstores must ensure at least half of their assortment is in Ukrainian.

Back then this proportion seemed stressful for the market, but now any reader would perceive such a share of texts in the national language as still unacceptably small.

The biggest changes occurred after the start of full-scale invasion in 2022 year. Many Ukrainians began switching to the state language in everyday life, and this also affected their reading habits. Some refused Russian books in their home libraries, others bought Ukrainian classics for the first time, which previously was associated mainly with the school curriculum.

Fuel

Average prices at Amic Energy gas stations as of

Demand for Ukrainian books rose / Photo GettyImages

According to the Ukrainian Institute of Books, in the first year of full-scale war the share of Ukrainian-language books read increased from 57% to 76%.

Positive trend is also confirmed by newer indicators. At the end of 2025 year 80% of surveyed city residents said they read at least one book in the year. For comparison, in 2022 year the figure was 65%.

Meanwhile, youth are also actively joining the changes. Last year 18-year-olds purchased under the “yeBook” program more than 430 thousand books. The most popular among them was Colleen Hoover’s novel. This shows that reading in Ukrainian is gradually ceasing to be only an obligation and is becoming a normal part of life.

How the full-scale war changed publishing

After 2022 year, not only readers’ preferences changed, but publishers’ approaches to selecting books. If before one of the main criteria was potential sales, now publishers also consider societal needs and the context in which Ukrainians live.

In particular, readers began to show more interest in historical novels, non-fiction about trauma and recovery, as well as books that help better understand events around us.

The process of acquiring translation rights for foreign editions also changed. Ukrainian publishers now work with rights holders directly, rather than waiting for Russian translations to appear. As a result, some world novelties come out in Ukrainian within a few months after the original publication.

A shift in publishing practice / Photo Unspalsh

Special attention is given to classics. Works by Alexandre Dumas, Stendhal, and F. Scott Fitzgerald, which previous generations often encountered in Russian translations, are returning to Ukrainian bookshelves and finding their place next to “Konotop Witch” or “Black Council,” which many last saw in school anthologies.

Co-founder of the publishing house Svitlana Paveletska notes that after the start of the large war, what changed was the perception of what a book is.

After 2022 year it became especially obvious that a book is not only a story we read in our free time. It is also a language with which we describe our own experience, knowledge of our history, and the ability to determine for ourselves which meanings to pass on to the next generations. For a publisher, this means responsibility: it is not enough to simply translate and print a book; one must understand what cultural context it brings to the Ukrainian reader.

– she explains.

The idea of what a book is has changed / Photo Unsplash

Why Ukrainian publishing needs support

Russian attacks cause significant damage to the Ukrainian publishing industry. Because of shelling, publishers lose print runs, warehouses, and the ability to deliver books to readers on time.

One of the most tragic cases occurred in May 2024 year, when a Russian rocket hit the Kharkiv printing house Factor-Print. Seven people died. Later Russian strikes destroyed the Kyiv warehouse of the publishing house along with 250 thousand copies. In October, another blow to the warehouse.

After the first hit the publisher received hundreds of messages from readers, authors, and booksellers offering help. After the second shelling people began asking not to dispose of books that survived, even if they bore traces of fire.

Thus the special project “Fire Did Not Finish Reading” was created, under which damaged but readable copies were sold to new owners.

Project “Fire Did Not Finish Reading” / Photo #книголав

Publishing house director Maksym Pazdnykov stresses that for the development of Ukrainian publishing it is important not only reader interest but also economic stability of the industry.

Ukrainian publishing needs not only public interest but also a sustainable economic base. The book goes through a long path from rights acquisition and editing to printing, logistics, and sale, and every stage requires resources. In order for Ukrainian publishers to develop even in wartime, it is important to support the entire infrastructure, not just the final product.

– he notes.

Therefore buying a Ukrainian book is not just acquiring a specific edition. It is also supporting translators, editors, printers, logisticians, and other people who bring the book to the reader.