I read more than ever, but Substack is taking a sizable share of the pie whereas lit and non-fiction is now my late evening. I don't do the audiobook thing, though I understand that has become increasingly popular yet not really given much credence.

Desire might be theoretically limitless, but time and attention is not. Time I spend reading is time I'm not consuming endless short-form videos. People have gotten hooked on phones and the medium dictates what they consume.

There could be boom and bust cycles for this. Trends lose lustre and people are always looking for ways to signal status/competence. It's probably why "booktok" is a thing.