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.
“The Netflix series did not simply amplify an existing audience,” said Dr Francesco Rampazzo, Lecturer in Social Statistics and Demography at The University of Manchester. “It brought in new readers and changed how the books travelled, from a specialist graphic-novel readership into mainstream young-adult, retail and family purchase contexts.”
A global success built through local book markets
The study found that the Heartstopper effect extended well beyond English-speaking audiences. Countries including Poland, Spain, Brazil and Mexico all experienced substantial increases in book sales following the Netflix release.
Researchers say this demonstrates the importance of local publishing, translation and retail networks in turning global streaming successes into sustained book-market demand.
“What is striking is that the same story travels across very different countries, but it does so through local infrastructures,” said Kristopher Velasco, Assistant Professor of Sociology at Princeton University. “Translation, retail channels and media visibility all matter for whether a screen adaptation turns into sustained book demand.”
More than a bestseller
The researchers also examined thousands of reader and viewer reviews to understand how audiences engaged with Heartstopper across different media.
They found that viewers discussing the Netflix series were far more likely to emphasise themes of LGBTQ+ visibility and personal recognition, while book readers more often discussed recommending, gifting and sharing the series with others.
According to the researchers, this suggests that adaptations can change not only who consumes a story, but how it is understood and discussed.
“The same story means different things in different media settings,” said Dr Rampazzo. “On screen, Heartstopper was often discussed as a moment of visibility and recognition. In book reviews and buyer data, it also appears as something to buy, recommend, gift and pass on.”
Shared across generations
The study found evidence that Heartstopper’s success extended beyond its core young-adult readership.
Reader reviews frequently described parents, grandparents and other relatives buying the books for younger family members. UK consumer data also showed that gifting accounted for a significant share of purchases.
The researchers argue that this wider circulation helped establish Heartstopper as a mainstream cultural phenomenon rather than a niche publishing success.
Final chapter approaches
The findings are published shortly before two major milestones for the franchise: the release of the final Heartstopper book on 2 July, and the Netflix film adaptation on 17 July.
Researchers say the ending of the series offers a rare opportunity to examine whether audiences built through streaming platforms continue to drive demand for books.
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