BookTube is a subcommunity on YouTube that focuses on books and literature. The BookTube community has, to date, reached hundreds of thousands of viewers worldwide. While the majority of BookTubers focus on Young Adult literature, many address other genres. BookTube videos also generally follow a set of formats, often drawing upon the wider "bookish" culture and lexicon. There is a distinct set of recognizable faces within BookTube as well as some content created by the publishing community. BookTube is often used to advertise new publications and is cited as a source of growth for the publishing industry.

Though it lacks an exact origin, the BookTube community began around 2010 and grew exponentially throughout the 2010s. Christine Riccio (PolandBananasBooks) is often known as a pioneer of BookTube and became one of the first BookTubers to gain a large following. Today, many channels have thousands (and sometimes hundreds of thousands) of subscribers. BookTube channels exist globally in English, Portuguese, Italian, French, and Spanish, among other languages.

BookTubers often create videos reviewing and discussing young adult literature, but other genres, such as classics, science fiction, fantasy, Superhero, Horror, Supernatural, Paranormal Romance, literary fiction, children's literature, comics, romance, and non-fiction, are also represented.

Currently, the most subscribed BookTubers include Jack Edwards (Jack Edwards), Isabella Lubrano (Ler Antes de Morrer), Tatiana Feltrin (tatianagfeltrin), Cindy Pham (withcindy), Hannah Azerang (A Clockwork Reader), Pam Gonçalves (PamGonçalves), Ariel Bissett (ArielBissett), Christine Riccio (PolandBananasBooks), Kat O'Keefe (katytastic), Clau R. (ClauReadsBooks), Dakota Warren (Dakota Warren), Carley Thorne (uncarley), Jesse George (Jesse the Reader), and Daniel Greene (Daniel Greene).

The BookTube community has been noted by social media consultants as a potential source of revenue growth for publishing houses. Publishers themselves began to break into the BookTube community around the time of its inception. Since then, they have advertised using book trailers, contracts with existing BookTubers, and their own BookTube web series, such as PaperCuts or Book Studio 16. Still, publishers often utilize independent Booktubers to advertise their books through word of mouth, usually by providing ARCs (Advanced Reader Copies). These ARCs will often be shipped with other merchandise designed to increase the hype surrounding the release. Most of these ARCs are sent from the "Big Five" publishers: Hachette, Harper-Collins, MacMillan, Penguin Random House, and Simon-Schuster. This means that one book will often be reviewed many times by the BookTube community.

There are several different types of videos that BookTubers film. Some are reviews, with or without spoilers, which detail what BookTubers have liked or disliked about specific books. BookTubers often review Advanced Reader Copies (ARCs) that are provided by book publishers who may wish to advertise using word of mouth. BookTubers also make "haul" videos where they discuss their purchases from a trip to the bookstore or give an overview of the books that they've bought within a period of time. Conversely, "unhaul" videos are videos where BookTubers talk about any books that they are removing from their collection.

Other common types of videos include:

BookTube, rather than a collection of disparate videos, is often considered a community of video makers and watchers with its own culture. There is a shared vocabulary (largely drawn from the wider bookish community), intertextuality (whereby BookTubers react and respond to other BookTubers), common traditions, and some broadly shared values.