near
Gold Member
Dentsu is a global advertising and marketing agency and one of the largest marketing communications groups in the world. And through Dentsu's Consumer Navigator (a monthly consumer insight program designed to help marketers stay ahead of the ever evolving consumer landscape) they've shared findings via a global report on anime with data collected between Oct '24 and March '25 from 8,600 consumers across 10 countries.
They state that anime is a growing opportunity for brands, with 3 in 10 people watching it weekly. It's fully mainstream with engagement stronger among Millennials and Gen Z. The main draw seems to be deep emotional storytelling and character complexities. 28% of viewers spent over $200 on merch with 10% spending >$500. 33% of anime's global fanbase are also regular consumers of podcasts and livestreams, and heavily engage with online and physical communities. Viewers also feel that anime inspired promotions improve brand perception.
Netflix seems to be the primary destination to stream anime content for most viewers.
Link to study: https://www.dentsu.com/our-latest-thinking / PDF
They state that anime is a growing opportunity for brands, with 3 in 10 people watching it weekly. It's fully mainstream with engagement stronger among Millennials and Gen Z. The main draw seems to be deep emotional storytelling and character complexities. 28% of viewers spent over $200 on merch with 10% spending >$500. 33% of anime's global fanbase are also regular consumers of podcasts and livestreams, and heavily engage with online and physical communities. Viewers also feel that anime inspired promotions improve brand perception.
Netflix seems to be the primary destination to stream anime content for most viewers.
Link to study: https://www.dentsu.com/our-latest-thinking / PDF






