A Netflix adaptation helped transform Heartstopper from a popular graphic novel into a global mainstream publishing success, according to new research from The University of Manchester and Princeton University.
The study found that the release of Heartstopper on Netflix in April 2022 triggered a dramatic and sustained rise in book sales across eleven countries, introducing the series to new audiences and helping it break out of its original graphic-novel niche.
Researchers analysed international sales data, online reader and viewer reviews, and UK book-buying trends to understand how the adaptation reshaped the reach and cultural standing of Alice Oseman's bestselling series.
In the weeks following the first season's release, weekly sales across the countries studied rose by more than 76,000 copies.
The research suggests the Netflix adaptation did far more than boost sales. It helped move Heartstopper into mainstream young-adult fiction and encouraged readers, families and gift-buyers who may never previously have encountered the books.
Key findings
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Weekly sales increased by more than 76,000 copies following the release of the first Netflix season.
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Strong sales growth occurred across both English-speaking and non-English-speaking countries.
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In Brazil and Mexico, around 99% of sales came from translated local-language editions.
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UK buyers most commonly discovered Heartstopper through its television adaptation.
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Nearly two-thirds of UK buyers were aged between 13 and 24.
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Around a quarter of purchases were gifts or purchases made for other people.