Netflix dominates as the go-to platform for anime content globally, with 48% of viewers subscribing for such programming, followed by Disney+ at 32% and Prime Video at 29%, according to a new study from Dentsu surveying 8,600 consumers across 10 countries.
The study found that 31% of global consumers watch anime at least once a week, including one in three U.S. consumers. Regional competition varies significantly, with Netflix leading in the U.S. at 63% of anime viewers, followed by Hulu at 46% and Disney+ at 46%. In APAC markets, Netflix holds 36% market share, while YouTube TV captures 26% and China’s iQiyi takes 25%.
“Anime is becoming a key consideration for consumers as they evaluate their roster of streaming subscriptions,” the study states. The research notes that “the franchises that are featured on them garner 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%.
Traditional Hollywood content faces competition from anime, with 29% of U.S. anime viewers citing “fatigue with Hollywood sequels and remakes” as a reason they watch anime instead of other content. The top reasons viewers give for choosing anime include “unique worlds and stories” (39%), “variety of genres” (36%), and interest in Japanese culture (32%).
Anime viewing patterns differ dramatically by generation. While only 9% of Baby Boomers watch anime weekly, 50% of both Gen Z and Millennials are weekly viewers. APAC leads in weekly viewership at 48%, compared to 36% in the U.S. and 21% in EMEA.
The study represents part of Dentsu’s ongoing Consumer Navigator research platform and inaugurates the company’s new Entertainment Spotlight series focusing on fandom evolution across sports and entertainment intellectual properties.