A new report from ad agency Hakuhodo India has found that mobile-first is driving the anime segment in India, which is now the third-largest market for the Japanese content genre worldwide.
The Indian arm of the Japanese ad agency recently released The Time is Now, exploring how consumers are engaging with anime across eight different cities. Moving beyond a niche fandom, anime is on track to becoming mainstream for young consumers in India, the report says.
Viewership is smartphone-led, with more than 95% of respondents using mobile to watch anime, with TV at just over 72%. By platform, Netflix is dominant, accounting for 74% of anime viewing, followed by JioStar and YouTube at almost 70%, and Prime Video at 56.4%. Even pay-TV channels are benefiting from India’s anime surge, with 48% of respondents using Cartoon Network for their anime shows.
The report also highlights anime as a social currency and a driver of consumer products sales.
