Publishing industry: Reading the market

The global book publishing market was valued at approximately $151 billion in 2024 and is projected to hit some $192 billion by 2030 if its steady growth can be maintained. In Vietnam, meanwhile, industry experts view the local market size as modest, estimated at just VND4-5 trillion ($160-200 million) annually.

Mr. Nguyen Canh Binh, Chairman of the Board and CEO of Alpha Books, told the recent Digital Publishing Summit 2025 (DPS 2025) that Vietnam’s publishing industry has the potential to record a value of VND20-40 trillion ($800-1.6 billion) annually. While there are many factors hindering the growth of the domestic publishing market, copyright remains a persistent bottleneck. As digital transformation becomes an inexorable trend, Vietnam’s publishing sector must also adapt and evolve within the digital space.

Tackling piracy

The amended Law on Intellectual Property, passed by the National Assembly in 2022, along with Decree No. 17/2023/ND-CP, dated April 26, 2023, detailing its implementation on copyright and related rights, established a fairly comprehensive legal framework. In practice, however, copyright infringement remains widespread, while the number of cases being effectively penalized remains minimal.

In an interview with Vietnam Economic Times / VnEconomy, Mr. Hoang Dinh Chung, Director of the Digital Copyright Center, said current deterrent measures against copyright violations may not be strong enough. “Criminal penalties, which are the most severe, are extremely difficult to apply, especially in the digital space, where proving specific damages is far from simple,” he explained. “As a result, most violations are only subject to administrative sanctions, which often fail to serve as a strong enough warning. This allows infringements to continue without being thoroughly addressed.”

Even in developed countries like the US, digital copyright infringement remains a serious issue.

With rapid advancements in technology, content theft is becoming increasingly sophisticated and can now bypass multiple layers of detection and control with ease. Effectively addressing this challenge requires a unified approach, with stronger policy enforcement, stricter implementation, proactive efforts from publishers, and a shift in public awareness.

According to Mr. Chung, most adult readers already understand that consuming pirated content is wrong. However, many continue to believe they are entitled to free access. They are often not ready to pay for content or go through proper copyright procedures before using it. “Changing this mindset and behavior isn’t something that can happen overnight,” he said. “It will take a long-term strategy to gradually shape a culture of responsible content consumption.”

Embracing changes

According to experts, Vietnam’s publishing industry should not delay its digital transformation just because copyright issues remain unresolved. “It’s time we accepted the risks, even though copyright infringement is still ongoing,” emphasized Mr. Nguyen Nguyen, Director of the Director of the Department of Publishing, Printing, and Issuing at the Ministry of Culture, Sports and Tourism (MoCST).

The mindset of publishers is gradually shifting from the traditional “title by title” model to a more modern “product line” approach. In this new framework, a book is no longer seen as a standalone product but rather the starting point of a content ecosystem that can evolve and diversify based on user demand. This includes eBooks, audiobooks, summaries, flashcards, podcasts, analytical videos, and even online courses.

Digital publishing is generating billions of dollars annually in major markets such as the US (around $3 billion), China ($1.9 billion), and Europe ($2.5 billion). In Vietnam, meanwhile, the digital transformation of the publishing sector has been making steady progress. According to MoCST’s Department of Publishing, more than 50 per cent of Vietnamese publishers are now engaged in digital publishing, with a sharp increase in the number of eBooks, audiobooks, and especially interactive multimedia content.

The domestic e-reader market has also shown promising signs, with approximately 300,000 users and an annual growth rate of 15 per cent. These figures highlight the significant potential for Vietnam’s publishing industry in the digital era, provided that it seizes the opportunity and embraces a shift in thinking.

Mr. Nguyen The Hung, Director of the Aki E-commerce Company Limited, advocated for a more proactive and positive approach to copyright. “Young generations are hungry for knowledge,” he said. “What matters is how we deliver that knowledge to readers - conveniently, quickly, and through a great user experience. Once positive reading habits are established, users will gradually abandon pirated content.”

Experts agree that the core lies in creating genuinely useful products that meet readers’ needs, offered at reasonable prices and supported by a user-friendly experience powered by technology. When users find it easy to access content and feel well-served, they are much more willing to pay. This is the only sustainable way to foster a culture of copyright respect.

Another concerning issue is the lack of official, user-friendly digital platforms for licensed content in Vietnam. The problem isn’t necessarily that users don’t respect copyright, it’s often that they simply have no legitimate, convenient channels to access or purchase licensed books. This creates an environment where Generation Z, the future reading audience, may easily develop habits of consuming pirated content from an early age.

Experts also warn that if domestic players fail to step up and invest strategically in the digital publishing space, there’s a real risk of losing ground to international platforms.