Photo Credit: Getty Images
The battle for streaming supremacy has entered a new phase, with anime emerging as a key battleground. According to a new Dentsu study surveying 8,600 consumers across 10 countries, Netflix is currently the global leader in anime streaming, with 48% of anime viewers subscribing to the platform for its anime offerings. Disney+ trails at 32%, while Prime Video comes in at 29%.
Anime consumption is becoming a central factor in how audiences choose streaming services. The study reveals that 31% of global consumers watch anime at least once a week—this includes one in three Americans. Netflix commands the largest share of U.S. anime viewers at 63%, followed closely by Hulu and Disney+, both with 46%. However, the landscape shifts significantly across regions. In the Asia-Pacific (APAC) region, Netflix holds a 36% share, followed by YouTube TV at 26%, and Chinese platform iQiyi at 25%.
“Anime is becoming a key consideration for consumers as they evaluate their roster of streaming subscriptions,” the study notes. It also emphasizes that anime franchises now achieve mainstream popularity faster than ever before.
The genre’s growing popularity is being fueled by both storytelling appeal and shifting audience preferences. Among U.S. anime viewers, 29% cite “fatigue with Hollywood sequels and remakes” as a reason for turning to anime instead. The top three motivations for choosing anime include its “unique worlds and stories” (39%), a “variety of genres” (36%), and interest in Japanese culture (32%).
Generational trends also play a major role in anime’s surge. While only 9% of Baby Boomers watch anime weekly, that number jumps to 50% for both Gen Z and Millennials. Regionally, APAC leads with 48% of consumers watching anime weekly, compared to 36% in the U.S. and just 21% in EMEA (Europe, the Middle East, and Africa).
Beyond content, the anime audience represents a lucrative commercial market. Globally, 28% of anime viewers report spending over $200 on anime-related merchandise in the past year. That number rises to 40% among U.S. consumers, highlighting anime’s value not just as content, but as a driver of merchandise and fandom-based revenue.
Dentsu’s report, part of its ongoing Consumer Navigator research, launches a new “Entertainment Spotlight” series focused on evolving fandoms across sports and entertainment IPs—signaling that anime’s influence is no longer niche but foundational in the global streaming economy.
