A significant report released by the prominent advertising agency Dentsu delves into the anime viewing behaviors of 8,600 consumers in the United States, alongside selected regions in Europe, the Middle East, Africa, and the Asia-Pacific. The study incorporated responses from 1,000 individuals in the U.S. and a broader pool of 2,000 from the United Kingdom. Additionally, 700 respondents came from various countries, including China, France, Indonesia, Italy, Japan, Poland, Spain, and Thailand. Dentsu utilized census data from Toluna to construct a nationally representative panel of anime watchers.
This comprehensive report investigates several key aspects of anime consumption, including how frequently different demographics engage with anime, what motivates them to watch it, and how they perceive anime compared to other forms of media. It also looks into regional definitions of anime, attitudes toward live-action adaptations and game adaptations, the most popular platforms for streaming anime, and the engagement patterns of younger audiences, particularly Generation Z and Millennials, with anime-related content such as reviews and podcasts. Furthermore, the report sheds light on the anime creator economy and examines purchasing habits in relation to anime marketing opportunities.
Among the findings, a notable 48% of surveyed anime viewers indicated that Netflix is their primary platform for watching anime. This was followed by Disney+, which attracted 32% of the respondents, and Prime Video, with 29%. In the United States specifically, Netflix leads with an impressive 63%, followed by Disney+ and Hulu, both at 46%, and Prime Video at 43%. However, the report does not clarify how Dentsu defines anime, as some platforms like Paramount+ may not feature many Japanese-produced anime titles. Interestingly, the report does inquire about respondents’ definitions of anime, with 36% asserting that anime includes any animated content inspired by Japan.
The data from Dentsu aligns with a 2023 study conducted by Polygon, which surveyed over 4,000 Americans aged 18 and older. In that study, viewers similarly identified Netflix, Hulu, and Prime Video as their go-to platforms for anime consumption, mirroring Dentsu’s findings. Despite not directly acquiring anime from traditional licensors, YouTube TV and Apple TV’s inclusion in Dentsu’s report suggests an emerging trend where Crunchyroll frequently launches new channels and add-ons on these third-party services. This strategy, although it may require splitting revenue, could help Crunchyroll enhance its visibility, particularly given that it possesses one of the most extensive anime libraries globally.
Anime enthusiasts’ perceptions of live-action adaptations were also a focal point of the report. The findings indicate a generally positive outlook among anime viewers toward live-action adaptations, with only 14% expressing outright disapproval of the concept. A further 23% reported that they had no strong feelings either way. The most significant segment—37%—expressed enthusiasm for live-action adaptations, provided that the original creators are involved in the process. Additionally, 26% indicated excitement for such adaptations, regardless of the creators’ involvement.
The report further explored the peripheral engagement of Generation Z with anime beyond just viewing. For instance, 34% of the surveyed anime fans reported reading movie and series reviews. This reflects a broader trend of engagement within the anime community, particularly among younger viewers who are active on social media and other platforms where anime discussions thrive.
Moreover, the investigation into the anime creator economy revealed insights into how creators can leverage their work within an evolving media landscape. The popularity of anime has surged globally, and understanding the purchasing habits of viewers can provide valuable marketing opportunities for creators and studios. As anime continues to gain traction, the potential for monetization through merchandise, streaming services, and events becomes increasingly significant.
In terms of consumer behavior, the report underscores the importance of understanding what drives viewers to choose one platform over another. With various streaming services vying for audience attention, knowing the preferences of anime fans can help companies tailor their offerings and marketing strategies to better meet viewer demands. The insights gathered from the study can inform content creation, ensuring that platforms provide the type of programming that resonates with their audience.
The interplay between traditional media and emerging platforms is another critical aspect highlighted in the report. As anime becomes more mainstream, the dynamics of how content is consumed and discussed are evolving. With platforms like social media playing a pivotal role in shaping viewer perceptions and creating communities around anime, understanding these trends is essential for brands looking to establish a foothold in this competitive landscape.
In conclusion, the Dentsu report provides a thorough analysis of anime consumption patterns across various demographics and regions. By examining factors such as viewing frequency, preferences for specific streaming services, and attitudes toward adaptations, the study offers valuable insights into the anime landscape. As the popularity of anime grows, understanding these viewer behaviors will be crucial for creators, platforms, and marketers looking to capitalize on this dynamic and evolving market.
The findings serve as a reminder of the diverse and engaged audience that anime attracts, highlighting the need for content creators and distributors to remain attuned to viewer preferences and trends. The ongoing relationship between anime and its audience is likely to evolve further, offering exciting opportunities for innovation and engagement in the future. Understanding the motivations and behaviors of anime fans will be paramount as the industry continues to expand and transform.
