TikTok does account for a lot of it. It will be interesting to see the effect on Hoover's work if TikTok loses its novelty appeal or gets banned in the U.S. (a proposal I've seen often lately).

James Patterson hit it big in part because he was the first author to use TV commercials to promote his work in a major way. Now he's lost some luster to Hoover who's made more strategic use of TikTok. The next big social media phenomenon could determine the next blockbuster author.