Anime content has become increasingly popular worldwide, with streaming platforms like Netflix leading the way. A recent study conducted by Dentsu surveyed 8,600 consumers across 10 countries and found that Netflix dominates as the go-to platform for anime content, with 48% of viewers subscribing for such programming. Disney+ follows closely behind at 32%, and Prime Video at 29%.
The study also revealed that 31% of global consumers watch anime at least once a week, with one in three U.S. consumers tuning in regularly. In the U.S., Netflix leads with 63% of anime viewers, followed by Hulu and Disney+ at 46% each. In APAC markets, Netflix holds 36% market share, followed by YouTube TV at 26% and China’s iQiyi at 25%.
According to the research, anime has become a key consideration for consumers when evaluating their streaming subscriptions. The study notes that anime franchises are gaining mainstream appeal much faster than in the past.
The anime audience represents a significant commercial opportunity, with 28% of anime viewers globally spending more than $200 on anime-related merchandise in the past year. U.S. consumers lead this spending at 40%.
Interestingly, traditional Hollywood content is facing competition from anime, with 29% of U.S. anime viewers citing “fatigue with Hollywood sequels and remakes” as a reason for turning to anime instead. Viewers are drawn to anime for reasons such as unique worlds and stories, variety of genres, and interest in Japanese culture.
Anime viewing patterns vary significantly by generation, with Baby Boomers making up only 9% of weekly viewers, while 50% of both Gen Z and Millennials tune in weekly. APAC leads in weekly viewership at 48%, compared to 36% in the U.S. and 21% in EMEA.
The study is part of Dentsu’s ongoing Consumer Navigator research platform and marks the beginning of the Entertainment Spotlight series, which focuses on fandom evolution across sports and entertainment intellectual properties.
This insightful study sheds light on the growing popularity of anime content and its impact on the entertainment industry, highlighting the changing preferences of viewers across different demographics.
