26 MAY 2021

WHAT CAUSED THE GLOBAL SURGE ON ANIMATION CONSUMPTION?

As part of its Ani-May event, Parrot Analytics hosted one of its live anime-related webinars, where experts discuss the contributing factors to the surge in demand for the genre and the hardships suppliers and broadcasters have faced while fulfilling the demand.

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Parrot Analytics hosted one of its live webinars to cover current trends surrounding the globally popular genre of anime. The event welcomed viewers to hear a discussion among industry leaders about the opportunities anime represents for creators, executives, and consumers. The event, forming part of the month-long anime-themed “ANI-MAY," revealed the gradual expansion of anime micro-genres, which include content for children, horror, action, mystery, sports, programming, drama, thrillers, and science fiction, among several others.

The genre has garnered global attention, with Parrot Analytics “Animation Landscape Update: Spotlight on Anime” report revealing that between May 2020 and Aril 2020, anime surged by 100% in the US,  by 32.5% in Canada, 27% in the UK, 27.9% in the UK, 27.9% in Germany, 26.4% in Russia, 30.5% in China, 49.7% in the Philippines, 26.6% in Mexico and 36.9% in Brazil, among others.  The report also revealed a 33% gap between audience demand for anime and the supply of anime content. Anime demonstrated a 4.7 sub-genre demand, third in comparison to 6.9% for sitcoms, 9% for crime dramas, and 3.7 for children. 

Though linear channels serve as a classic way to deliver anime content to viewers around the world, the rise in streaming platforms, including SVOD and AVOD, have contributed to the surge in popularity for the genre, making it easily accessible for existing fans and becoming exposed to potential news fans. Multiple generations of anime fans, including long-time fans who have introduced the content to their children, have also contributed to the spike.

 So much so, suppliers and anime creatives have not been able to keep up with the demand, marking the 33% supply deficit. All-in-all, it takes an average of 2 years to develop an anime project from concept to delivery. Despite the template structure typically used to build an anime project, creators are often faced with long waiting times for project approval and studio availability. The genre’s tie with video games has also allowed it to grow alongside the activity’s fast-growing development. As they figure out ways to push out enough anime content to fulfill the rising demand, creative have implemented strategies such as merchandise, to keep fans engaged. 

According to the panels, Japanese broadcasters and creatives are in need of more control of the distribution as opposed to giving the majority of the power to global streaming platforms. The increasing demand has caused competition between delivery outlets, which include streaming outlets, linear channels, and broadcasters. Japanese broadcasters continue seeking ways to hold onto original anime rights.  

Contrary to a few decades ago, anime no longer solely fits the description of Japanese animated content, but rather an ever-growing merger of sub-genres that continues to grasp the attention of viewers of all races, in all regions. The rise in demand serves as an opportunity for anime producers to tailor their skills to the specific needs of alternative markets and gives streaming platforms the chance to attract an influx of anime fans.

By: Karla Florez