Romance novels are currently the hottest and highest-earning genre of fiction, with the industry seeing a 52% growth in 2023, largely driven by the rise of its popular subgenre— Romantasy, which blends the allure of fantasy with the emotional intensity of romance. This genre offers readers an escape into magical realms while exploring deep and intricate love stories, making it a perfect combination for those seeking both adventure and emotional connection. 

As a result, romantasy has become one of the fastest-growing genres, with sales increasing by 42% from 2022 to 2023. The genre’s rapid rise is not only reflected in book sales but also in its explosive presence on social media. On platforms like TikTok, the #Romantasy tag has garnered over 800 million views, significantly contributing to its growing global appeal.

This surge in popularity has led to a widespread fan base, particularly among younger readers, and has made romantasy a powerful literary force in the modern book market. Books in the genre, such as those by Sarah J. Maas and Rebecca Yarros, are breaking records and dominating bestseller lists worldwide. The rise of romantasy isn’t just a passing trend—it’s a commercial and cultural phenomenon, firmly establishing itself as a cornerstone of contemporary fiction.

A Genre Worth Falling For

Romantasy books combine two of the most beloved literary genres—romance and fantasy—to create stories that resonate deeply with readers. Romance, a genre responsible for nearly 23% of all fiction sales globally, has always been a market leader. Similarly, fantasy’s ability to transport readers into otherworldly realms has ensured its enduring popularity. Together, these genres form a compelling hybrid that offers both thrilling escapism and emotional engagement.

This dynamic is evident in bestsellers like A Court of Thorns and Roses by Sarah J. Maas, which blends intricate world-building with steamy romance. The book has become a cultural phenomenon, with over 1.4 million posts dedicated to it under the #BookTok tag on TikTok. Such success stories highlight why romantasy is quickly becoming a preferred choice for readers who crave immersive narratives.

Romantasy’s Commercial Boom

Romantasy’s success is a clear indication of its growing popularity. In 2023, romance book sales overall earned an impressive $1.4 billion, making it the highest-earning fiction genre. Specifically, romantasy has contributed significantly to this success, with $454 million in revenue for 2023, and projections of $610 million for 2024. The demand for romantasy books has been so high that sales figures nearly doubled in the first five months of 2024 compared to the same period in 2023.

In terms of specific titles, romantasy books are breaking records. Rebecca Yarros’ Iron Flame, released in November 2023, broke preorder records and shot to the top of bestseller lists. Sarah J. Maas’s House of Flame and Shadow, released in January 2024, sold over 120,000 copies in its first week, solidifying Maas’s place at the top of the romantasy market. Maas’s global success is staggering, with 40 million copies of her books sold worldwide.

The Role of Social Media

Social media platforms, particularly TikTok, have played a pivotal role in the genre’s meteoric rise. The #BookTok community, which boasts billions of views, has been instrumental in driving attention to romantasy. Viral videos featuring book recommendations, fan art, and favorite tropes have sparked widespread interest, often propelling titles to bestseller status overnight.

Currently, the term “romantasy” receives 14,000 monthly searches on Google, a figure that continues to climb. The synergy between social media and the genre’s appeal has created a feedback loop where online buzz translates into tangible sales and cultural visibility.

A Younger Audience Embraces Romantasy

The genre has captured the attention of younger readers, especially Gen Z and Millennials. According to a 2023 ALA study, Gen Z reads more romance than any other genre, followed closely by fantasy and sci-fi, making romantasy the perfect blend for this generation’s tastes. A decade ago, romance novels were primarily read by women aged 35-54. Today, 44% of romance readers are aged 18-44, with the younger end of the demographic steadily increasing.

One reason for romantasy’s surge in popularity can be traced to the influence of social media, particularly TikTok. As Todd, a longtime romantasy reader and BookTok star, explained to CNN, “Having access to these stories and reading them together, if virtually, is fun. I can then tell my best friends to read it too, and we can share that experience, even if we argue about how much we enjoyed it, or things that made us mad”.

According to Bowker’s 2023 report, 40% of romance book sales were driven by younger readers, with romantasy among their top preferences.

The Allure of Romantasy

According to bookseller Gideon Ariel [in conversation with CNN], who specializes in romantasy, the genre is a “Swiss Army lit” that appeals to a broad range of readers, from fantasy enthusiasts to those new to the genre. Romantasy strikes a balance between romance and fantasy, allowing readers to experience the emotional depth of romance alongside the excitement of fantasy.

Author Frankie Diane Mallis, who writes romantasy, emphasizes this balance in a conversation with CNN: “The romance plot is important and central — but so is the fantasy element”. This mixture of love, adventure, and magic has resonated with readers, especially during a time when many women feel disempowered by external forces, making romantasy a powerful tool for reclaiming agency and control.

A Thriving Book Community

Social media platforms like TikTok have made the genre even more interactive. As readers share their live reactions to emotional chapters, they are creating a communal experience, connecting over shared experiences and differing opinions. This sense of community and shared enthusiasm has made romantasy not just a genre but a cultural moment.

The demand for romantasy is so high that in Wisconsin, there is a six-month wait for digital copies of Fourth Wing in the state’s library system. Bookstores and libraries alike are feeling the pressure to meet the growing demand for these titles. As Gabriel, a librarian in Wisconsin, shares, “TikTok is definitely driving demand for books at my library branch, and I love that readers are turning to the public library to try some of these trendy titles”.

Tropes That Keep Readers Hooked

Certain tropes have become staples of the romantasy genre, adding to its irresistible charm:

– Enemies to Lovers: Iconic in books like Holly Black’s The Cruel Prince, this trope combines tension and passion.

– Fated Mates: Popular in titles like Sarah J. Maas’s A Court of Thorns and Roses, it explores the allure of destiny.

– Star-Crossed Lovers: Series like Leigh Bardugo’s Shadow and Bone capture the emotional turmoil of impossible love.

These tropes are endlessly discussed on platforms like TikTok and Instagram, where fan communities dissect and celebrate the genre’s most iconic moments.

Publishing’s Response to Romantasy

The publishing industry has embraced romantasy with open arms, recognizing its potential as both a creative and commercial juggernaut. Major publishing houses are prioritizing romantasy titles, with new releases frequently topping bestseller lists. Additionally, the genre’s growing prestige is evident in its inclusion as a separate category in literary awards such as the Goodreads Choice Awards.

Adaptations into film and television are further boosting romantasy’s profile. Hulu’s upcoming adaptation of A Court of Thorns and Roses is a prime example of how the genre is expanding into other entertainment mediums, promising to reach even wider audiences.

The Future of Romantasy

As romantasy continues to grow, it shows no signs of slowing down. With book sales reaching new heights, the genre is attracting a diverse and loyal fanbase that spans generations. The genre’s combination of fantasy, romance, and social relevance ensures that it will continue to thrive in the coming years.

As Jayashree Kamblé, an English professor, notes, “Romantasy has captured readers’ imagination” because it allows women to reclaim their power and autonomy through both fantastical and romantic narratives. [Source: CNN] With $610 million in sales expected in 2024, romantasy is undoubtedly here to stay and is likely to shape the future of the romance genre for years to come.

Romantasy is Here to Stay & Make Waves

Romantasy is not just a passing trend—it’s a literary revolution that is reshaping the world of romance fiction. Combining fantasy and romance, this genre provides a unique reading experience that appeals to a wide audience, from younger readers discovering the genre on platforms like TikTok to long-time fantasy lovers looking for a fresh take. As its popularity continues to rise, romantasy will undoubtedly remain a defining force in the literary world.