Young people, especially, are choosing to read in English even if it is not their first language because they want the covers, and the titles, to match what they see on TikTok and other social media.
Publishers are complaining that people prefer to read the novels in English instead of their native tongues.
I would never read a Danish translation of an English novel. I i would even prefer an English translation if it’s in a language I can’t read.
I started reading in English in my early teens, and it stuck.