They Used to Buy in Russian, Now They Read 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 before the Ukrainian versions, were cheaper, and you could even buy them near the subway.

Back then for many it was a habit, not a conscious choice. Today the situation has radically changed: Ukrainians read in Ukrainian even those who until recently mostly cared about their own comfort and “didn’t see a difference.” By 10-anniversary of the #книголав publishing house, its representatives told how the Ukrainian book market has changed over this time, reported by 24 Channel.

How demand for Ukrainian books has changed

One of the important stages for the Ukrainian book market was the restriction on importing 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 legislation changed as well. In 2019 year, requirements came into force that bookstores must ensure at least half of their assortment in Ukrainian.

Then this proportion seemed stressful for the market, but now any reader would consider such a share of texts originally in Ukrainian and translated into the state language still unacceptably low.

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

Fuel

Average prices at Amic Energy gas stations as of

Demand for Ukrainian books rose / GettyImages photo

According to the Ukrainian Institute for the Book, during the first year of full-scale war the share of books read in Ukrainian rose from 57% to 76%.

Positive trend is also confirmed by more recent indicators. At the end of 2025 year, 80% of urban residents stated they read at least one book over the year. For comparison, in 2022 year there were 65%.

At the same time, young people are also actively joining the change. Last year 18-year-olds bought over 430 thousand books under the “yeBooks” program. The most popular among them was Colleen Hoover’s novel. This shows that reading in Ukrainian is gradually ceasing to be merely a duty 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 as well. If before one of the main criteria was potential sales, now publishers also consider the needs of society and the context in which Ukrainians live.

In particular, readers began to take more interest in historical novels, nonfiction about trauma and recovery, and also books that help better understand surrounding events.

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

Approach to publishing / Photo Unspalsh

Special attention is paid by publishers to classics. Works by Alexandre Dumas, Stendhal, and F. Scott Fitzgerald, which previous generations often encountered in Russian translations, are returning to Ukrainian book shelves 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 Pavelyatska notes that after the start of the large-scale war the understanding of what a book is has changed.

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

– explains her.

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

Why Ukrainian publishing needs support

Russian attacks seriously damage the Ukrainian book industry. Due to shelling, publishers lose print runs, warehouses, and the ability to deliver books to readers in time.

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

After the first hit, the publisher received hundreds of messages from readers, authors, and bookstores offering help. After the second shelling people began to ask not to dispose of books that survived, even if they bear scorch marks.

Thus the special project "Fire Did Not Finish Reading" appeared, under which damaged but readable copies were sold to new owners.

Project "Fire Did Not Finish Reading" / Photo #книголав

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

Ukrainian publishing needs not only public interest but also a stable economic base. The book goes a long way from acquiring rights and editorial work to printing, logistics, and sales, and each stage requires resources. To allow Ukrainian publishers to grow 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 purchasing a particular edition. It is also supporting translators, editors, printers, logisticians, and other people who help bring the book to the reader.