According to Bloomberg, podcasts and books on historical topics have become increasingly popular and profitable in recent years. In 2023, residents of the UK and Ireland spent more on history books than in 1998, when data collection began. Between 2013 and 2023, the number of books on ancient history increased by 67%, while books about specific historical figures, events, or movements grew by 70% during the same period.
In the U.S., sales of history books rose by 6%, while the overall book market remained flat. Google data for print books shows that the number of history books written has also risen over the past decade. At the same time, historical podcasts and newsletters on platforms like Substack are attracting millions of listeners and readers each month.
One of the most popular historical podcasts in the world, “The Rest is History,” receives 12.5 million downloads per month, while its two hosts earn €1.2 million annually.
In his article for Bloomberg, Will Dunn highlights the popular British history podcast “The Rest is History,” launched in 2020 by historians Tom Holland and Dominic Sandbrook (produced by Goalhanger Podcasts). The hosts now earn approximately €1.2 million annually, the podcast receives 12.5 million downloads per month, and holds live shows in various locations worldwide, including the Albert Hall in London.
Experts attribute the phenomenon to the aging population, the decline of academic history studies, and the growing interest in understanding political and technological developments, drawing a comparison to the increased fascination with dinosaurs, ancient Egypt, and classical studies during the Industrial Revolution.
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