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1、01Entertainment:Gaming,Sports&AnimeCONSUMER NAVIGATOR OCTOBER 2024020202The survey was conducted by dentsu via Toluna,an online research panel.Administered on September 27th,2024.Distributed among a random sample of 1,000 U.S.respondents 18 years of age or older.Controls for nationally representativ

2、e weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers)About this study03Contents1.Top Consumer Insights2.Gaming Is Blurring Media Lines3.Sport Is Expanding Beyond the Game4.Anime Goes From Niche to Mainstream5.Closing Thoughts0404Gaming is bec

3、oming a central hub where fandoms collide.69%of anime fans and 53%of sports fans log into their favorite games daily,illustrating how gaming has become an essential social and cultural activity for diverse fan identities.Our survey underscores gamings growing role as not just an entertainment activi

4、ty but a unifying force in broader pop culture.Gaming is an arena for self-expression and identity exploration.The fact that 81%of Millennial gamers use gaming to express themselves and 88%embrace it as a space for identity experimentation reflects a broader shift towards digital worlds as the prima

5、ry spaces in which people explore identity;often in ways that mirror,but also depart from,identity exploration in real life.Sports docuseries hold surprising cross-fandom appeal.87%of anime fans and 68%of gamers have watched a sports docuseries in the past month in an unexpected yet telling sign of

6、how sports content is breaking out of its traditional niche.Sports narratives are becoming a form of storytelling that appeals to diverse audiences far beyond diehard sports fans.Athletes lead the way on personality-driven media shift.50%of sports fans seek out athlete content weekly,with younger fa

7、ns leading the charge.Athletes are no longer just players in the gamethey are fully-fledged public figures whose off-field lives and personal stories are just as captivating to fans as their on-field performance.Anime is gaining mainstream popularity in the US.Anime is no longer a niche,but a signif

8、icant force influencing mainstream entertainment in the US.58%of the general population reports tuning into anime at least once a year.Once again,our survey finds that fandoms such as sports and gaming that were once siloed are now converging around anime.Streaming platforms are driving the US anime

9、 boom.With 82%of anime fans subscribing to Netflix specifically for anime content,and other platforms like Hulu and Disney+also playing pivotal roles,anime is becoming a major draw for some of the biggest streaming services.While these platforms have been traditionally associated with Western media,

10、they are evolving to meet demand.Top Consumer Insights0105Gaming Is Blurring Media Lines05020606A resounding 76%of gamers report feeling more positive about entertainment franchises that expand into video games,and an equal percentage are favorable about video games adapted into entertainment conten

11、t.Enthusiasm is broader than just gamers,with 51%of total respondents feeling favorable about entertainment franchises expanding into gaming,and 54%feeling favorable about game-based entertainment.Transmedia IP is gaining broader appeal beyond gamers.51%51%46%46%2%2%76%76%23%23%1%1%I feel more posit

12、iveNo changeI feel more negativeGen.pop.GamersWhen an entertainment franchise expands into video games,how does it affect your feelings about the franchise?54%54%43%43%3%3%76%76%22%22%2%2%I feel more positiveNo changeI feel more negativeGen.pop.GamersWhen a video game is adapted into entertainment c

13、ontent,how does it affect your feelings about the franchise?0707Gaming is where entertainment fandoms intersect,with daily play becoming a staple of fan culture.Our survey shows that 69%of anime fans are logging into their favorite games every day,while 53%of sports fans are just as committed to dai

14、ly gaming sessions.Entertainment fandoms collide:Gaming spans Anime&Sports fans.41%41%20%20%17%17%21%21%65%65%26%26%10%10%0%0%69%69%18%18%13%13%1%1%53%53%21%21%13%13%13%13%DailyWeeklyLess oftenI dont play video gamesHow Often Consumers Play Video GamesGen.pop.Gen.pop.GamersGamersAnime fansAnime fans

15、Sports fansSports fans0808Discovering Video Games Via Entertainment ContentOur survey reveals a powerful connection between entertainment content and video game discovery.An impressive 71%of gamers reported theyve started playing a game only after watching or listening to related TV shows,movies,or

16、podcasts.Certain demographics are even more influenced by this crossover.Entertainment content fuels video game discovery.71%Of GAMERS have started playing a video game only after watching or listening to a TV show,movie,or podcast based on it.79%79%59%59%76%76%82%82%62%62%91%91%79%79%Male GamersFem

17、ale GamersGen Z GamersMillennial GamersGen X GamersAnime fansSports fans%of GAMERS Who Have Discovered a Video Game Via Entertainment Content0909A variety of media drives gaming choices.Sports reign supreme,with 55%of gamers playing video games rooted in real-life athletics.Movie-based games arent f

18、ar behind at 51%,while classic board games and novels are also inspiring digital adventures.TV shows round out the top five,underscoring how entertainment IP is branching into interactive experiences.Gamers embrace virtual worlds inspired by their favorite entertainment.55%55%51%51%45%45%41%41%40%40

19、%38%38%36%36%36%36%36%36%12%12%SportsMoviesBoard gamesNovelsTV showsToy franchisesMusicAnimeComic books/mangaNone of the aboveTypes of Entertainment Regularly Played Video Games Are Based On 010010Playing“Indie”GamesIndie games are carving out a dedicated fanbase,with 31%of gamers opting for these n

20、iche experiences over the gloss of AAA titles.Of those indie players,61%play(any)video games daily.For many gamers,“indie”games provide an alternative ritual.31%Of GAMERS play INDIE GAMES.61%61%23%23%16%16%0%0%DailyWeeklyLess oftenI dont play video gamesHow Often Indie Players Play(Any)Video Games01

21、1011Indie players are drawn to the unique weirdness and“creativity”that indie developers bring to their craftqualities they find lacking in mainstream games.Supporting these developers is another key motivator,with players viewing them as the mom&pop shops of the gaming world.This mindset speaks to

22、a growing desire for authenticity,quirkiness,and intimate connections within gaming.Indie players find joy in the weird and wonderful.I like them becausethey supportindependent artistsand studios andbecause they are oftenmore interesting toplay than mainstreamgames.“I like that they canbe weird and

23、creativebecause they are nottrying to fit a massappeal market.“Why do you prefer to play“indie games”over AAA/blockbuster video games?012012A striking 78%of gamers agree that video games are where they connect with friends and meet new people.Gamers also report feeling better able to express themsel

24、ves and experiment with their identity in games than in real-life.Notably,a majority of female gamers also feel games provide safe,inclusive spaces to connect with others,express themselves,and experiment with their identities real strides following Gamergate.Gaming isnt just escapism,but a core ele

25、ment of social life.78%78%68%68%77%77%85%85%68%68%80%80%69%69%67%67%74%74%Video games are a place for me to connectwith friends or meet new people.I am better able to express myself in gamesthan in real life.I feel more comfortable experimenting withdifferent identities or personas in video gamestha

26、n in real life.%Who Agree With the Following StatementsTotal GamersMale GamersFemale Gamers013013Millennial gamers are leading the charge in using gaming as an arena for self-expression,with 81%viewing it as a space to express themselves and 88%embracing identity experimentation.While Gen X gamers m

27、ay not seek self-expression as much as younger generations,they are just as likely as Gen Z to see gaming as a platform for trying out new identities.Millennial gamers especially use gaming to express and experiment.85%85%72%72%74%74%86%86%81%81%88%88%74%74%54%54%74%74%Video games are a place for me

28、 to connectwith friends or meet new people.I am better able to express myself in gamesthan in real life.I feel more comfortable experimenting withdifferent identities or personas in video gamesthan in real life.%Who Agree With the Following StatementsGen Z GamersMillennial GamersGen X Gamers014014A

29、significant 72%of gamers express interest in purchasing physical products while engaged in gameplay,indicating a robust appetite for in-game commerce.Appetite is especially pronounced among male and younger gamers.Video games are set to become powerful commerce marketplaces.44%44%45%45%41%41%48%48%5

30、5%55%30%30%28%28%31%31%23%23%34%34%27%27%28%28%15%15%13%13%18%18%13%13%13%13%20%20%7%7%6%6%10%10%3%3%2%2%16%16%6%5%8%1%2%5%Total GamersMale GamersFemale GamersGen Z GamersMillennial GamersGen X GamersInterest In Purchasing Physical Products While Playing Video GamesVery interestedModerately interest

31、edSomewhat interestedNot very interestedNot at all interested015015Those who play video games with others Social Players demonstrate a stronger interest in purchasing products while gaming compared to their solo counterparts(those who play alone).Interestingly,Indie Players appear more enthusiastic

32、about in-game commerce than AAA Players.These trends underscore the potential for brands to find unique ways to partner with games that amplify community and niche fandoms.A sense of community may amplify appetite for in-game commerce.44%44%53%53%22%22%65%65%35%35%28%28%29%29%25%25%27%27%28%28%15%15

33、%13%13%20%20%7%7%18%18%7%7%3%3%17%17%11%11%6%2%16%1%9%Total GamersSocial PlayersSolo PlayersIndie PlayersAAA PlayersInterest In Purchasing Physical Products While Playing Video GamesVery interestedModerately interestedSomewhat interestedNot very interestedNot at all interested016016Partnerships with

34、 video games are unlikely to alienate broader swaths of the population.Half of respondents say collaborations with games would enhance their perception of a brand and the other half say it would have no impact at all.However,gamersparticularly younger and male playersshow an overwhelmingly favorable

35、 view of partnerships.Brands see little risk in gaming partnerships,high reward among gamers.Improves my perceptions of the brand48%48%Worsens my perceptions of the brand4%4%No impact48%48%Gen.Pop.:Sentiment About Brand Partnerships With Video Games71%71%76%76%82%82%60%60%76%76%64%64%27%27%24%24%16%

36、16%34%34%22%22%35%35%2%2%2%2%6%6%2%2%1%1%Total GamersGen Z GamersMillennial GamersGen X GamersMale GamersFemale GamersBreakdown By GAMERS DemographicsImproves my perceptions of the brandNo impactWorsens my perceptions of the brand017017When it comes to the types of partnerships that gamers want to s

37、ee from brands,ads featuring game characters or imagery comes out on top,followed closely by in-game activations such as branded experiences,sponsored events and branded items.Although in-game ads are viewed fairly favorably,they lag at 37%.Gamers crave brand partnerships that level-up engagement.51

38、%51%48%48%47%47%47%47%37%37%15%15%Game characters or imagery used in adsIn-game branded experiencesIn-game sponsored eventsIn-game branded itemsIn-game adsNone of the above will improve my perceptionsTypes of Partnerships That Will Improve Gamers Perceptions of Brands018018GEN ZGEN ZMILLENNIALSMILLE

39、NNIALSGEN XGEN XGenerational Gamers Preferences for Brand Partnerships Notably,this cohort shows greater appetite for in-game sponsored events,which resonate strongly with their overall desire for immersive and interactive experiences.Millennial Gamers are most enthusiastic about brand partnerships.

40、Game characters or imagery in adsIn-game branded experiencesIn-game branded itemsIn-game sponsored eventsIn-game adsGame characters or imagery in adsIn-game branded experiencesIn-game branded itemsIn-game sponsored eventsIn-game ads49%47%46%39%32%Game characters or imagery in adsIn-game branded expe

41、riencesIn-game branded itemsIn-game sponsored eventsIn-game adsGame characters or imagery in adsIn-game branded experiencesIn-game branded itemsIn-game sponsored eventsIn-game ads44%42%40%37%29%Game characters or imagery in adsGame characters or imagery in adsIn-game sponsored eventsIn-game sponsore

42、d eventsIn-game branded experiencesIn-game branded itemsIn-game adsIn-game branded experiencesIn-game branded itemsIn-game ads63%60%58%57%47%019019MALEMALEFEMALEFEMALEMale&Female Gamers Preferences for Brand Partnerships While male gamers display a stronger enthusiasm for in-game brand partnerships

43、compared to their female counterparts,both demographics are equally receptive to ads featuring game characters or imagery.In fact,ads that bring visibility to games are the top partnership choice across all demographic cohorts surveyed.Gaming characters and visuals resonate with all gamers.Game char

44、acters or imagery in adsGame characters or imagery in adsIn-game branded experiencesIn-game branded itemsIn-game sponsored eventsIn-game adsIn-game branded experiencesIn-game branded itemsIn-game sponsored eventsIn-game ads51%53%50%50%40%Game characters or imagery in adsGame characters or imagery in

45、 adsIn-game branded experiencesIn-game branded itemsIn-game sponsored eventsIn-game adsIn-game branded experiencesIn-game branded itemsIn-game sponsored eventsIn-game ads51%41%42%41%32%020020020Leverage Transmedia IP to capture broader audiences.Our survey findings demonstrate that increasingly,ente

46、rtainment and gaming are a feedback loop that reinforce each other.Not only that,but consumers are enthusiastic about IP transitioning between the two spheres.This means marketers can look beyond traditional gaming audiences to target broader demographics.Marketers should think transmedia-investing

47、in cross-medium storytelling that resonates across fanbases.Target intersecting fandoms through gaming partnerships.Gaming is where fandoms collideour survey explores anime and sports fandoms.With 69%of anime fans and 53%of sports fans gaming daily,marketers can capitalize on this overlap by creatin

48、g targeted content and brand partnerships that speak to hybrid identities.Whether sponsoring esports events or integrating anime-inspired content into game collaborations,brands can deepen their reach by embracing the blended interests of these communities.Invest in immersive brand partnerships that

49、 build community and power commerce.The desire for immersive brand experiences in gaming is clear.In-game commerce,too,is gaining momentum,with 72%of gamers open to purchasing products during gameplay.Branded items or experiences that enhance gameplaylike virtual goods or event sponsorshipscan drive

50、 engagement while fostering community,particularly among younger gamers and niche fandoms.Implications for Marketers021Sport Is Expanding Beyond the Game02103022022Sports docuseries are rapidly becoming must-watch entertainment,with 47%of U.S.consumers reporting theyve tuned in during the past month

51、.What is particularly fascinating,is the unexpected crossover appeal with other fandoms68%of gamers and a striking 87%of anime fans report watching a sports docuseries in the last month.Sports docuseries score big with Americansand unexpected fandoms.Last week33%33%Last month14%14%Last year13%13%Lon

52、ger9%Never31%Gen.Pop.:How Recently Consumers Last Watched a Sports Docuseries40%40%26%26%48%48%54%54%25%25%5%5%49%49%53%53%75%75%15%15%12%12%18%18%14%14%17%17%7%7%16%16%15%15%12%12%13%13%12%12%11%11%10%10%16%16%15%15%15%15%11%11%6%6%8%8%8%8%6%6%9%9%12%12%6%6%5%5%3%3%22%22%41%41%16%16%16%16%33%33%59%

53、59%14%14%16%16%4%4%MenWomenGen ZMillennialsGen XBoomersSports fansGamersAnime fansBreakdown By Audience DemographicsLast weekLast monthLast yearLongerNever023023For sports docuseries fans,the genre isnt just a favoriteits a standout.A strong 67%of viewers prefer sports docuseries over other types,wi

54、th 70%finding them more entertaining than other docuseries.For viewers,sports docuseries are proving to be a winning formula.67%Of SPORTS DOCUSERIES VIEWERS prefer to watch sports docuseries over other types of docuseries.70%Of SPORTS DOCUSERIES VIEWERS find sports docuseries more entertaining than

55、other types of docuseries.024024While docuseries on major sports like football,basketball,and baseball are enjoying the most viewers,sports previously less followed in the US,like Formula 1,tennis,soccer,track&field,and cycling are enjoying the biggest inroads in fan engagement.Sports docuseries boo

56、st followership across major and niche sports.64%64%54%54%42%42%35%35%31%31%27%27%27%27%26%26%21%21%19%19%18%18%14%14%14%14%60%60%62%62%53%53%63%63%55%55%68%68%65%65%57%57%58%58%60%60%62%62%61%61%51%51%FootballBasketballBaseballSoccerNASCARFormula 1TennisGymnasticsDance/CheerlTrack&FieldCyclingRock

57、climbingPickleballImpact of Viewing a Sports Docuseries on Sports Followership%of sports fans who watched a docuseries on following sport in past year%of viewers who started following the sport more closely after watching025025Among female sports fans,42%reported watching a basketball docuseries,wit

58、h 65%of those viewers saying it led them to follow the sport more closely.Other sports enjoying a boost of female engagement thanks to docuseries include baseball,soccer,football,and Formula 1.Sports docuseries may help grow engagement among female fans.42%42%30%30%27%27%53%53%23%23%65%65%59%59%59%5

59、9%56%56%55%55%BasketballBaseballSoccerFootballFormula 1Impact of Viewing a Sports Docuseries on Womens Sports Followership Top 6%of women who watched a docuseries on following sport in past year%of women who started following the sport more closely after watching026026For 90%of sports docuseries vie

60、wers,the real draw is the behind-the-scenes access that these shows provide.Additionally,86%of viewers say docuseries help them better understand the strategies of the sport,revealing layers of complexity that arent always visible on game day.Engagement stems from the inside scoop sports docuseries

61、provide.90%Of SPORTS DOCUSERIES VIEWERS agree:I enjoy the behind-the-scenes access provided by sports docuseries.86%Of SPORTS DOCUSERIES VIEWERS agree:Sports docuseries help me better understand the strategies of the sport.02702784%of viewers say sports docuseries help them feel more connected to at

62、hletes,while 82%report feeling closer to the sport itself.Athletes are as fascinatingif not moreto fans than the sport itself.84%Of SPORTS DOCUSERIES VIEWERS agree:Watching a sports docuseries helps me feel closer to the athletes.82%Of SPORTS DOCUSERIES VIEWERS agree:Watching a sports docuseries hel

63、ps me feel closer to the sport.028028Half of sports fans seek out content from athletes at least weekly.Younger sports fans are leading the charge,looking to athletes for behind-the-scenes glimpses and personal insights that extend beyond the field.Athletes are no longer just competitorstheyre conte

64、nt creators,too.Daily23%23%Weekly28%28%Monthly18%18%Yearly11%Never20%How Often Sports Fans Seek Out Content From Athletes Off-Field25%25%40%40%13%13%1%1%26%26%17%17%42%42%40%40%27%27%7%7%28%28%32%32%25%25%13%13%23%23%17%17%18%18%18%18%4%4%20%20%18%18%10%10%12%12%5%5%4%4%19%19%55%55%19%19%20%20%Gen Z

65、 Sports FansMillennial Sports FansGen X Sports FansBoomers Sports FansMale Sports FansFemale Sports FansBreakdown By SPORT FANS DemographicsDailyWeeklyMonthlyYearlyNever3%3%029029As shown on the previous slide,nearly half(49%)of female sports fans are seeking out content from athletes weekly,and the

66、ir engagement runs deep.A notable 70%of female fans say they care as much about athletes off-field lives as their sports performance,slightly outpacing men(64%).Female fans are slightly more engaged by athletes content.73%Of SPORTS FANS agree:I prefer following athletes who share their personal stor

67、ies and experiences outside of sports.68%Of SPORTS FANS agree:I feel a personal connection to athletes based on their off-field activities and content.66%Of SPORTS FANS agree:I care about the off-field activities of athletes as much as I care about their performance in sports.72%72%75%75%MenWomen66%

68、66%71%71%MenWomen64%64%70%70%MenWomen030030Younger sports fans are more engaged with athletes off-field content than their older counterparts,a trend likely tied to broader media consumption habits.As digital natives,they are more comfortable blurring the lines between sport and entertainment media.

69、Younger sports fans flock to athletes off-field content.81%81%92%92%71%71%38%38%Gen ZMillennialsGen XBoomers68%68%89%89%62%62%34%34%Gen ZMillennialsGen XBoomers65%65%90%90%61%61%31%31%Gen ZMillennialsGen XBoomers73%Of SPORTS FANS agree:I prefer following athletes who share their personal stories and

70、 experiences outside of sports.68%Of SPORTS FANS agree:I feel a personal connection to athletes based on their off-field activities and content.66%Of SPORTS FANS agree:I care about the off-field activities of athletes as much as I care about their performance in sports.031031Sports betting is becomi

71、ng a favored pastime,with 50%of the general population having placed a bet on sports,rising to 68%among sports fans.Gen Z and Millennials are especially active,betting more frequently than older generations,while men continue to outpace women in this space.Americans are betting big on sports.Daily12

72、%12%Weekly16%16%Monthly12%12%Only for big games/events9%9%Never51%Gen.Pop.:How Often Consumers Place Bets on Sports Events21%21%20%20%22%22%6%6%1%1%16%16%8%8%23%23%20%20%26%26%12%12%4%4%22%22%10%10%14%14%17%17%14%14%10%10%4%4%14%14%10%10%10%10%9%9%14%14%8%8%10%10%8%8%32%32%33%33%29%29%59%59%83%83%38

73、%38%63%63%Sports fansGen ZMillennialsGen XBoomersMenWomenBreakdown By Audience DemographicsDailyWeeklyMonthlyOnly big games/eventsNever10%10%032032Sports betters almost unanimously agree,betting makes them feel more engaged and boosts the entertainment factor.Even more telling,89%admit theyre more l

74、ikely to tune into games theyve bet onregardless of team loyaltyproving that the allure of a wager can turn any match into must-watch TV.These sentiments hold true across all sports betters regardless of gender or generation.For sports betters,betting enhances the thrill of the game.89%Of SPORTS BET

75、TERS agree:I feel more engaged with the game/event when I have placed a bet on it.90%Of SPORTS BETTERS agree:Sports betting makes the game/event Im watching more entertaining.89%Of SPORTS BETTERS agree:I am more likely to watch games/events that I have bet on,even if Im not a fan of the teams.033033

76、033Embrace behind-the-scenes content to build authenticity and engagement.The success of sports docuseries stems from their behind-the-scenes access,with 90%of viewers drawn to the insider look at athletes and sports strategies.This means fans crave more than just game day actionthey want to feel pa

77、rt of the story.Similarly,50%of sports fans are seeking out athlete content weeklyand younger fans especially.Marketers should focus on producing or sponsoring content that showcases the personal,raw,and strategic aspects of sports and the athletes that power them.Look for ways to engage the growing

78、 female fan base.Women are increasingly engaging with sports through docuseries.With 42%watching a basketball docuseries,and 65%becoming more engaged with the sport,marketers should seize the opportunity to create content and campaigns tailored to female audiences.Highlighting narratives that resona

79、te with women,such as personal athlete stories,will allow brands to tap into an underrepresented but growing market.Consider whether sports betting is the right fit for your brand.With 89%of sports bettors more likely to watch games theyve placed bets on,betting is becoming a significant driver of s

80、ports viewership.If appropriate,marketers should consider how they can deliver experiences that enhance the real-time excitement of games.Consider integrating sports betting into marketing strategies,whether through sponsorship of betting platforms or in-game engagement.Implications for Marketers034

81、Anime Goes From Niche to Mainstream03404035035US Anime FansWho They AreWho They Are69%Male69%Male,31%Female62%Millennials62%Millennials,25%Gen Z75%white75%white,15%Black,8%AAPI20%Hispanic20%Hispanic,80%non-Hispanic44%College Degree44%College Degree,23%Post-Bach Degree41%HHI$100k41%HHI$100k,32%HHI$50

82、k-$100kTop Media HabitsTop Media Habits91%regularly watch TV/moviesTV/movies89%regularly listen to musicmusic89%regularly play video gamesvideo games86%regularly watch online videosonline videosHow We Defined ThemHow We Defined ThemSelected anime as a type of content they regularlyregularly engage w

83、ith AND watch it at least monthly.at least monthly.Equates to 19.4%19.4%of respondents.036036Anime is capturing American screens,with 47%of the population tuning in at least monthly.Among dedicated anime fans,viewing is even more frequentone-third watch daily,and 55%watch weekly.Notably,gamers and s

84、ports fans are diving deeper into anime than the general population,showcasing its cross-fandom appeal.Animes popularity in the US is soaringespecially among fandoms.12%12%24%24%11%11%11%11%42%42%34%34%55%55%8%8%3%3%0%0%19%19%37%37%14%14%8%8%22%22%19%19%32%32%11%11%7%7%31%31%DailyWeeklyMonthlyYearly

85、NeverHow Often Consumers Watch AnimeGen.pop.Gen.pop.Anime fansAnime fansGamersGamersSports fansSports fans037037In the U.S.,the definition of anime is expanding beyond its traditional roots.While 44%of anime fans still see it as animation strictly made in Japan,51%now define it more broadly,includin

86、g any animation created in a Japanese-inspired style.This evolving view reflects animes growing influence and its blend with global animation cultures.Americans broaden the definition of what counts as“anime.”Animation content that is specifically made in Japan.34%34%Any animation content in a Japan

87、ese-inspired animation style.38%38%Not sure/no opinion28%28%Gen.Pop.:Views on How to Define“Anime”Animation content that is specifically made in Japan.44%44%Any animation content in a Japanese-inspired animation style.51%51%Not sure/no opinion5%5%Anime Fans:Views on How to Define“Anime”038038For man

88、y U.S.fans,anime is a natural progression from broader animation,with 58%citing it as their entry point.This crossover helps explain why U.S.fans are increasingly broadening the definition of what anime can be.Theyre drawn to animes diverse genres and its adult-friendly content.US fans are crossing

89、the animation-to-anime bridge.58%58%57%57%57%57%54%54%53%53%50%50%47%47%35%35%I like animated content and prefer anime.Anime has a great variety of genres.Anime has more adult-friendly content than other animation styles.I enjoy the unique worlds and storytelling.I am interested in Japanese culture.

90、I appreciate the complex emotions and character development.I became a fan after recommendations from family/friends.I am tired of sequels and remakes,so sought out fresh content.Reasons Fans Prefer Anime to Other Entertainment Content039039Mainstream platforms are key drivers of animes growing U.S.

91、viewership.A striking 82%of anime fans subscribe to Netflix specifically for anime content,followed by Hulu and Disney+.Outside the big players,43%of fans turn to Crunchyroll,solidifying its niche appeal.Many of the anime titles respondents mentioned as their favorites are available to stream on the

92、se top platforms.Mainstream streaming platforms are powering the US anime boom.82%82%61%61%58%58%53%53%53%53%46%46%46%46%44%44%43%43%36%36%NetflixHuluDisney+PrimeVideoYouTube TVParamount+Apple TvMaxCrunchyrollPeacockTop 10 Streaming Platforms Anime Fans Subscribe to For Anime ContentWhat is your fav

93、orite anime series,if you have one?040040Anime fans love for their favorite content extends beyond the screen,with 56%diving into manga.As live-action adaptations rise,65%of fans are eager for more,though that does include 31%who demand the involvement of original creators.Anime fans crave more mang

94、a and live-action adaptations.56%Of ANIME FANS also read manga based on their favorite anime shows.65%Of ANIME FANS are excited for more live action adaptations of anime.While 44%are excited no matter who makes them,31%will only be excited if the original creators are involved31%will only be excited

95、 if the original creators are involved.Netflix Debuted a Live-Action Remake of Cowboy Bebop in 2021Manga is an umbrella term for a wide variety of comic books and graphic novels originally produced and published in Japan.In Japan,manga are typically released on a monthly or a weekly chapter-by-chapt

96、er basis through manga magazines.The New York Public Library041041They immerse themselves in the anime community by reading reviews,tuning into livestreams or podcasts,and playing anime-inspired video games,highlighting how fandom extends into every corner of media and interaction.Anime fans tend to

97、 engage similarly,regardless of gender or age.Anime fans dive deeper into the fandom beyond the screen.56%56%52%52%52%52%43%43%43%43%41%41%40%40%34%34%33%33%31%31%2%2%I read reviews of anime TV shows/moviesI watch livestreams or listen to podcastsI play anime-inspired video gamesI follow anime subs

98、on RedditI post about anime on social mediaI attend anime conventionsI join anime Discord channelsI host my own anime livestream or podcastI feature anime on my PinterestI create and sell anime designs on marketplacesNone of the aboveHow Anime Fans Engage With the Community042042Anime fandom comes w

99、ith a serious commitment to merch94%of fans spent on anime-related products in the past year.A quarter of fans splurged over$1,000,while others spent more modestly,with 27%spending up to$200 and 25%dropping between$200-$500.Anime fans open up their wallets for merchandise.6%6%27%27%25%25%18%18%12%12

100、%7%7%6%6%$0$1-$200$200-$500$500-$1,000$1,000-$2,000$2,000-$5,000More than$5,000$Amount That Fans Report Spending on Anime Merchandise In Past 12 Months25%25%of anime fans report spending more than$1,000 in last 12 months.043043Anime-inspired initiatives are unlikely to alienate brands core consumers

101、.Almost 60%of the general population feel neutral about brands creating anime-inspired promotions,while one-third feel positively.However,anime fans(85%)and gaming(53%)and sports(51%)fandomsexpress greater favorability towards brand promotions.Brands see little risk in anime promotions,high reward a

102、mong fandoms.I like brands more when they do anime-inspired promotions.34%34%I like brands less.8%8%Im neutral.58%58%Gen.Pop.:Sentiment About Anime-Inspired Brand Promotions85%85%53%53%51%51%14%14%43%43%42%42%1%1%5%5%Anime FansGamersSports FansSentiment Among FANDOMSI like brands more.Im neutral.I l

103、ike brands less.7%7%044044044Be a first-mover to leverage animes cross-fandom appeal.For brands considering anime-inspired promotions,theres little downside.Nearly 60%of the general population feels neutral about brands doing anime-inspired campaigns,but among anime fans,favorability jumps to 85%.Ad

104、ditionally,major fandoms like gaming and sports also express high favorability toward such promotions.This means brands can confidently experiment with anime-themed activations without worrying about alienating broader audiences,while also gaining traction within passionate fandoms.Experiment with c

105、reative flexibility.The fact that over half of anime fans define anime more broadlybeyond just Japanese-produced animationshows the fluidity of how U.S.audiences view the genre.This evolution opens the door for brands to engage with anime-inspired content.Marketers can confidently experiment with an

106、ime aesthetics,themes,and styles,knowing that U.S.audiences embrace creative adaptations.Assess tangible opportunities in merchandising.Anime fans are big spenders when it comes to merchandise,with 94%having bought anime-related products in the past year,and a quarter spending over$1,000.While the a

107、nime fanbase is smaller in the US,it is growing-and fans are passionate.If appropriate,brands can leverage this enthusiasm through exclusive merchandise drops and collaborations with anime properties.Implications for Marketers045045Across gaming,sports,and anime,a clear cultural thread emerges fando

108、ms are no longer siloed but are increasingly fluid,overlapping,and engaged in ways that reshape how we understand entertainment.Gaming,once viewed as a niche hobby,is now a critical component of how people express themselves,form social bonds,and engage with content across mediums.Sports are experie

109、ncing a similar transformation,with sports docuseries and athlete-generated content drawing in younger,more diverse audiences who crave the personal stories behind the action.And anime,once a subculture,has exploded into the mainstream,pulling in gamers,sports fans,and a wide range of media consumer

110、s in the process.Whats most striking is the way these cultural forms interact and amplify one another.Sports fans are diving into anime;gamers are craving more sports docuseries;and anime fans are embracing gaming and sports content in ways that blur the lines between fandoms.Its no longer about tar

111、geting distinct audiences but about understanding how these fandoms converge and grow through their shared enthusiasm for immersive,character-driven narratives.For marketers,this means tapping into the emotional and communal core of these overlapping fan bases through shared IP.The throughline here

112、is that consumers want depth and engagement.They want behind-the-scenes access,creative experimentation,and the ability to connect with their favorite contentand each otheracross platforms and mediums.For brands,the opportunity lies in embracing this shift,creating campaigns that transcend tradition

113、al boundaries,and meeting consumers in these rich,multifaceted spaces where fandoms collide.Closing Thoughts05046046Dirk HerbertGlobal Head of Thought LeadershipMeet Our Editorial TeamJack BoitaniVP,ContentWhitney FishmanEVP,Futures&Insights,AmericasMegan KeaneVP,Integrated StrategyAsha CowellVP,Int

114、egrated StrategyContent ExpertsMagali HuotVP,Global Gaming StrategySeana CavanaghDirector,Gaming StrategyDon McLeanDirector,Gaming Agency ServicesAlexander JulianoSr.Manager,Sponsorship Consulting,MKTGGeneva WassermanEVP,Film&TV Development&Financing047About dentsuDentsu is an integrated growth and

115、transformation partner to the worlds leading organizations.Founded in 1901 in Tokyo,Japan,and now present in over 145 countries and regions,it has a proven track record of nurturing and developing innovations,combining the talents of its global network of leadership brands to develop impactful and i

116、ntegrated growth solutions for clients.Dentsu delivers end-to-end experience transformation(EX)by integrating its services across Media,CXM and Creative,while its business transformation(BX)mindset pushes the boundaries of transformation and sustainable growth for brands,people and society.Dentsu,innovating to impact.https:/