Reading aloud on the decline: New study reveals Gen Z parents losing interest in storytime
LONDON, May 14: A new study by HarperCollins Publishers UK reveals a sharp decline in the number of parents — particularly Gen Z — reading aloud to their children, with many no longer finding the activity enjoyable. The research suggests a cultural shift in how parents perceive reading, with a growing number viewing it not as a shared bonding activity, but as an educational task or 'subject to learn.'
The study, part of the 2024 Understanding the Children's Book Consumer survey, shows that fewer than half (41%) of children aged 0–4 are frequently read to—a significant drop from 64% in 2012. The decline is even more pronounced among boys: only 29% of boys aged 0–2 are read to daily or nearly every day, compared to 44% of girls in the same age group.
'This study highlights the downfall of literacy in young children, which is such an important part of language development,' said Jocelyn M. Wood, a bilingual speech-language pathologist and child development expert. 'Although we are just starting to see that fewer parents are taking the time to read with their children, the downstream effects will be tenfold.'
Despite overwhelming evidence of the benefits of reading aloud—including improved vocabulary, cognitive skills, and emotional bonding—the number of parents engaging in the practice is at an all-time low. Researchers found that only 40% of surveyed parents consider reading to be fun. Notably, around one in three Gen Z parents see reading as a chore or schoolwork task, compared to just one in five Gen X parents.
Yet many parents acknowledge its importance. About 34% of parents with children aged 0–13 expressed a desire to spend more time reading to their kids. However, as Jessica Sliwerski, CEO of Ignite Reading, explains, bedtime reading often falls victim to parental exhaustion. 'At the end of a very long day, more than anything, you just want to get your kid to bed so you can also take a breath,' she said.
Experts warn that the consequences of this trend could be far-reaching. According to Allison David, Consumer Insight Director at Farshore and HarperCollins Children's Books, children who are read to daily are three times more likely to read for pleasure later in life. Stephanie Al Otaiba, a professor at Southern Methodist University, adds that reading aloud fosters communication, curiosity, background knowledge, self-regulation, and early literacy skills.
Part of the problem, experts say, is a lack of awareness about how powerful and enjoyable reading can be—for both children and parents. 'Parents may not understand the potential value of reading to their children, or how fun and engaging it can be,' said Al Otaiba.
Clinical child psychologist Matthew Danbrook suggests that while reading to kids is essential, the pressure to do so perfectly may discourage parents. 'The HarperCollins study found that parents are seeing reading as more of a schoolwork thing to do, rather than it being fun or enjoyable,' he noted. Children's reading difficulties may further complicate the dynamic, especially since 5% to 10% of elementary-aged children are estimated to have a specific learning disability in reading.
Moreover, a lack of reading at an early age creates what experts call the 'million word gap.' One study found that children whose parents read to them hear nearly 1.5 million more words by age five than those who aren't read to—exposure that simply cannot be replicated through everyday conversation alone.
Wood emphasizes that even short reading sessions can make a big difference. 'Just spending 10 to 15 minutes reading a book together makes a huge difference,' she said, adding that the key is to make reading part of a consistent routine.
Sliwerski agrees and advises parents to pick fun, engaging books—even if they're silly or unconventional. 'Let them read the comics, the graphic novels, even books with bathroom humor like Dog Man or Captain Underpants. If they're excited about it, that's the first step toward a love of reading,' she said.
She also suggests rethinking when and how reading happens. 'Rather than doing it at the end of the day when you're burnt out, what if it was books and breakfast?' A short morning reading session, she says, can create a joyful and pressure-free reading tradition.
Visiting the library or bookstore together and allowing children to choose what they want to read, without judgment, can also nurture their curiosity and build a stronger reading habit.
In the end, the message from literacy experts is clear: the act of reading aloud may seem small, but its impact is profound. With just a few minutes a day, parents can significantly shape their children's language skills, imagination, and lifelong relationship with reading.
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