In a large-scale study commissioned by Crunchyroll, the National Research Group explored the driving forces behind anime’s ever-growing popularity and fan base. We summarize the details below.
Growing popularity
The research involved 29,000 entertainment consumers aged 13 to 54, including 3,500 passionate anime fans who consume anime content at least once a month. Japan was not taken into account – instead, the study focused on the seven core international markets of the USA, Great Britain, India, Germany, France, Brazil and Mexico.
The results are remarkable: Once a niche hobby for die-hard fans, anime has now developed into a global entertainment force that clearly surpasses other popular formats such as K-dramas or Bollywood productions.
A key success factor for anime is consistency. More than half of Millennials (ages 29 to 44) and Gen X (ages 45 to 54) surveyed have been watching anime regularly for more than a decade.
Around a quarter of Millennials and almost a third of Gen-X fans share their passion for anime with their children. This cross-generational enthusiasm has transformed anime from an individual interest to a family tradition.
Anime can keep up with stars
Generation Z – people between the ages of 13 and 28 – plays a prominent role. In this age group, anime is just as popular as well-known sports leagues, famous athletes or popular film and music stars.
54% of Gen Z participants said they love anime – values that are almost on par with those of Serena Williams (47%), Beyoncé (56%), LeBron James (59%) and Taylor Swift (60%). Even leader Lionel Messi (67%) is not far away.
Anime also holds its own compared to major sporting events: its popularity is on a par with the Premier League (49%), Formula 1 (52%), the NBA (56%) and the UEFA Champions League (60%). Only the Olympic Games achieve even higher values at 73%.
Fan edits on social media platforms such as TikTok and Instagram make an important contribution to the cultural dynamics of anime in Gen Z. There, 47% of respondents from this age group regularly discover new anime titles.
The study also shows that anime is no longer an isolated hobby, but rather strengthens social bonds – both online and in real life.
Regardless of age group, 78% of anime fans said their love of the medium has helped them make new friends or strengthen existing ones – and that number is even higher among Gen Z.
These bonds are mainly formed through conversations with friends, family or work colleagues (58%) and watching anime together (42%). The exchange also remains lively online – 43% of fans regularly discuss social media with friends and 25% even with complete strangers.