There is a lot of stability in the preference of Bible translations, at least from the perspective of sales. The latest data I have is from the Evangelical Christian Publishers Association as of January 2020. The numbers in parentheses represent the rankings in 2011. As a caveat, I understand that some Bibles may be paraphrases rather than translations.
Rankings as of January 2020 (numbers in parentheses are 2011 rankings)
- New International Version (NIV) (1)
- King James Version (KJV) (2)
- New Living Translation (NLT) (4)
- English Standard Version (ESV) (5)
- New King James Version (NKJV) (3)
- Christian Standard Bible (CSB) (6)
- Reina Valera (RV) (not ranked)
- New International Reader’s Version (NIrV) (9)
- The Message (Message) (8)
- New American Standard Bible (NASB) (7)
Observations:
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- The rankings are amazingly stable since 2011. One translation dropped three spots (NASB). One dropped two spots (NKJV). No other translation dropped or gained more than one spot. Technically, the CSB was the HCSB (LifeWay) in 2011.
- The TNIV was discontinued in 2011. It was ranked 10 that year.
- The NLT is “the quiet Bible.” The translation continues to gain readers without as much attention as other translations. It is now 3 in the rankings. I started reading the NLT this year and I love it.
- Obviously, the RV is a Spanish translation.
Posted on June 14, 2020
With nearly 40 years of ministry experience, Thom Rainer has spent a lifetime committed to the growth and health of local churches across North America.
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75 Comments
It is clear that either American readers avoid profound translations like, RSV, NRSV, MEV, or the list is not transparent enough to provide right information about sales of different Bible translations.
FWIW, bible sales are driven by denominational preferences. American churches favor the bible that is closest to their beliefs. The translations you mention are ecumenical in nature. These are very popular in mainline churches but are the bane of fundamentalist and evangelistic groups.
Abhishek, I fear you may be right!
Hello Thom,
Can you reveal the data source for these rankings? It used to be CBA (Christian Booksellers Association) had sales data and rankings for bible translations, but I’m wondering what the source if now?
Thanks so much,
Len
I am surprised the NIV is holding up at number 1. It is a really bad translation. The Message should have been discontinued long time ago, it is not even a translation but the author writing his own thoughts into the text. KJV, NLT, ESV, NKJV, NASB are all excellent translations.
There is only one holy word of God it’s called the KJV. Forget all the other perversions.
And where in the Bible can I find this fact?
Amen to that. The King James Bible is God’s Perfect Word.
You mean the KJOV that Moses and Jesus used?
You got that right…its not a matter of being a KJV ONLY,. It is only a matter of God’s Word being his PURE WORD, PURE TRUTH and that is only found in the Authorized King James Version Bible>
Thom, do you recommend churches pick a translation that most of their material, classes, messages come from? Or is a variety just fine? Torn between CSB and NIV on this end.
DearThom,
I am surprised not to have received comment on the matter of the data on Bible literacy and preferred versions. I take it that folk are not really bothered about the matter. So, I’ll sign off, thanking you for the opportunity of putting forward the data.
Every Blessing,
Alex.
According to my latest (final and audited) schedules, and in line with my earlier drafts, it can be seen that; (1) the US and the UK are equal in their latest (2019) OECD scores – Average (of 77 countries/economic areas) 487 – US 505, 12th in ranking – UK 504, 13th in ranking; (2) that each of them has one-third of its adult (16-65) population at the OECD average Level 2 Basic and Level 3 Intermediate literacy, being one-third at each of the two Levels; (3) that the everyday-task reading age of the average adult is in the range of 11-14 years, though 15 might sometimes be used; (4) that blockbuster novels are written at reading age 12 Level, and that daily newspapers are read in the range 9-11 years – though editorials are pitched in the range 11/12-14 years.
All this tells us that both the US an the UK are really operating at the level of functional literacy, though the newspaper editorials example (and other evidence and experience) show that the average adult is capable of reading at two to four years above everyday level – if there is real interest in a matter and/or the matter is serious,
My review of the preferred Bibles of those, in the US and the UK, who express a preference for a particular version/translation, consistently (and over some years) shows that between 70% and 80% of preferred Bibles are shared by only 4 versions/translations. (In the following, the figures given are on two bases : the first for public=general readers; and the second for private=serious students.) KJV commands US 26-33 and UK 13-26; NKJV commands US 18-14 and UK 21-23; NIV commands 13-10 and UK 26-11; ESV commands US 15-21 and UK 18-21.
What leaps at me is that, in order to encourage and improve Biblical literacy and understanding, we should be promoting (only or mainly) these 4 Bibles, paired or parallel – ie, KJV+NKJV and NIV+ESV. In fact, why not all four together? (I have ideas about the formats for pairing/parallel.)
The public sales figures for the NIV show that it is the top sales Bible in the US, but it does not figure high in surveys. Many of the copies registered as US sales are sent abroad. The NIV figures lead me to wonder about its future. And the KJV, though figuring respectably in declared sales, is understated, as many private groups print and use and distribute it.
Please do let us in this Blog have your thoughts. Many thanks!
Dear Thom,
I hope you will allow me to post two of the schedules from my final report on Bible literacy and Preferred Bible version.
(All the earlier schedules can be deleted!)
OFFICE OF ECONOMIC DEVELOPMENT AND CO-OPERATION
PISA TRIENNIAL LITERACY RESULTS (Ages 16-65)
Countries/Economic Areas No. 65 65 70 77
Scored Results for each Year 2009 2012 2015 2018
lowest score 314 384 347 316
highest score 556 570 535 555
average score 493 496 493 487
US score 500 498 497 505
UK score 494 499 498 504
US ranking 17 26 22 12
UK ranking 25 25 21 13
PROGRAM INTERNATIONAL ASSESSMENT ADULT COMPETENCIES
34 Countries/Economic Areas US ranking 12th UK ranking 10th
PIAAC ANALYSIS 2018
Percentage Shares = 100 Total
Category Level Average US UK
College [University] 5 2 3 2
Proficient 4 10 9 11
Intermediate 3 35 36 35
Basic 2 34 33 34
Below Basic 1a 4 8 4
Below Basic 1b 5 3 4
Below Basic 1c 5 3 6
Nonliterate nl 5 5 4
Basic Level 2 is the level needed to cope with everyday tasks.
Blockbuster novels are at reading age 12 level.
Popular newspaper text is at reading ages 9-11 levels,
but their editorials are set at reading ages 11-14 levels.
The “tolerable limit” can be taken as 2 years above the nominal year.
Most Americans and Britons at Basic Level 2 can, within a shorter or
longer period, increase their reading age, by two years plus.
PREFERRED BIBLE VERSIONS A = information from public information
YEAR TO DECEMBER 2019 B = information from private information
Bible OECD OECD Reading US US UK UK
Version Level Category Ages A B A B
KJV L 5 College 17 18 26 33 13 26
NKJV L 2 Basic 11 14 18 14 21 23
NIV L 2 Basic 11 14 13 10 26 11
ESV L 3 Intermediate 12 15 15 21 18 21
TOP 4 72 78 78 81
CSB L 2 Basic 11 14 3 2 3 2
NLT L 2 Basic+ 12 14 8 6 7 3
NASB L 4 Proficient 16 17 4 8 3 8
NRSV L 4 Proficient 16 17 4 3 4 3
Others 9 3 5 3
Lower age begins understanding of translation’s register and style
Upper age brings understanding of translation’s language and style
KJV To be acquainted with the English classic?
NKJV The modernised partner for that classic?
NIV A modern Bible with a “less literal” approach?
ESV A modern Bible “softening” that “less literal” approach?
CSB A good starter Bible for the reluctant reader?
NLT To become the Bible of many average readers?
NASB The best translation in English but hugely underused?
NRSV The Bible for the academic desk and the church lectern?
QUERY Are the reported ages (especially the lower ages) too high?
PREFERRED BIBLE VERSIONS
YEAR TO DECEMBER 2019
PERCENTAGE SHARES
Bible OECD OECD Reading US US UK UK
Translation Level Category Ages A B A B
KJV L 5 College 17 18 26 33 13 26
NKJV L 2 Basic 11 14 18 14 21 23
NIV L 2 Basic 11 14 13 10 26 11
ESV L 3 Intermediate 11 15 15 21 18 21
CSB L 2 Basic 11 14 3 2 3 2
NLT L 2 Basic 12 14 8 6 7 3
NASB L 4 Proficient 11 14 4 8 3 8
NRSV L 4 Proficient 16 17 4 2 4 3
Others 9 4 5 3
A = from public information B = from private information
Lower age begins understanding of translation’s register and style
Upper age brings understanding of translation’s language and style
KJV To be acquainted with the English classic
NKJV The modernized partner for that classic
NIV A modern Bible with a “less literal” approach
ESV A modern Bible “softening” that “less literal approach”
CSB A good starter Bible for the reluctant reader?
NLT To become the Bible of many average readers?
NASB The best translation in English but hugely underused?
NRSV The Bible for the academic desk and the church lectern?
OFFICE OF ECONOMIC DEVELOPMENT AND CO-OPERATION
PISA TRIENNIAL LITERACY RESULTS (Ages 16-65)
No. Countries/Economic Areas 65 66 70 77
Reported Literacy Scores 2009 2012 2015 2018
lowest 314 384 347 316
highest 556 570 535 555
average 493 496 493 487
US 500 498 497 505
UK 494 499 498 504
US ranking 17 26 22 13
UK ranking 25 25 21 12
PROGRAM ASSESSMENT INTERNATIONAL COMPETENCIES
34 Countries/Economic Areas
Level Average US UK
College [University5 2 3 2
Proficient 4 10 9 11
Intermediate 3 35 36 35
Basic 2 34 33 34
Below Basic 1a 1a 4 8 4
Below Basic 1b 1b 5 3 4
Below Basic 1c 1c 5 3 6
Nonliterate nl 5 5 4
Blockbuster novels are at reading age 12 level.
Popular newspapers are at ; text 9-11 ages, and editorials at 12-14 levels.
Basic Level 2 is the level needed to cope with everyday tasks.
The “tolerable limit” can be taken as 2 years above the nominal year.
Most Americans and Britons at Basic Level 2 can, within a shorter or
longer period, increase their reading, by at least 2 years.
Dear Thom, Having now completed my reviews, and having got them through the first stage of audit, I thought that y’all might be interested in the results that will be mulled over in order to finalise some policies. There are only two sheets, you will be glad to learn! I am neither a technophile nor a technophobe, but I am most definitely a technofumbler; and I use inferior technology! So’ please bear with me; and I hope that the two pages will be legible and understandable at your end! If so, you may wish to remove the previous pages, as they must be cluttering your nice blog! I hope that one or two readers here might offer observations and comments, as all good stuff is fodder for the mill of truth! Many thanks, and every blessing, Alex.
New International Version (NIV) is always the best one!
Now, sure and begorrah, and why would that be after being the case?
The NIV’s market share in the US, as the preferred Bible translation, is under 15%. (In the UK, it may be up to 30%.)