Ebooks, audiobooks, movies, series and games adaptations, book discussion apps, social media for readers, and niche content on demand just a click away. On this new dynamic of narrative flow at the age of convergence, a group of web users make videos to share their book reading experiences at YouTube: the booktubers. Object of this research, the booktube – community formed by creators and audience – points to new relationships with literature among digital natives. The outline of this investigation suggests three moments: the before, a sociocultural and technological survey of factors that lead readers to talk about books on the internet; the during, an analysis of the content that is produced by the community and its relation with literary criticism, reading mediation and the publishing market; and the after, a case study of institutional uses of the booktube as a reading incentive and promotion of culture. The proposed discussions are based on participatory, niche and convergence cultures, on the concepts of transmigration and mediation of reading and on the perspective of cultural journalism and cultural studies.