You couldn’t escape it, it’s been several decades now since anime has profoundly changed the way we consume cartoons. Just look at the eyes of Disney princesses…
For those who may not know, anime is a form of Japanese animation that can be watched on TV, in cinemas or online. The word “anime” is actually an abbreviation of “animation” in Japanese, but the term is now universally used worldwide to specifically refer to animated series and films produced in Japan.
Animes are often characterized by specific drawing styles that are different from those of Western cartoons. They can also be categorized by genre, such as shonen (aimed at teenage boys), shojo (aimed at teenage girls), seinen (aimed at adult male audiences), and josei (aimed at adult female audiences).
Every season, a multitude of new anime can be found on our screens. Some have exceeded 10 seasons. But which ones are attracting the most attention from the public? BrandTrends has the answer!
BrandTrends follows brand attractiveness by measuring their popularity, level of preference or intention to purchase, among others.
Regarding anime and manga, the study of the brand matrix, which relates the popularity of a brand to its intention to purchase in the form of derivative products, highlights several findings:
1. The absolute levels of popularity and purchase intent are lower compared to other entertainment segments. Animes and mangas still target specific audiences. While this may appear as a hindrance, reducing the penetration and impact of brands, it can also be considered a strength of the segment. In fact, this niche market reaches very high levels of connivance among those who are interested in it. Some have even made it a way of life!
2. Pokemon and its flagship character Pikachu are far above the other brands. Pokemon benefits from a very good balance between popularity and purchase intent, while Pikachu has a stronger purchase intent than its popularity. This illustrates that its little red cheeks deserve to be even more highlighted to optimize the brand’s performance.
3. A large majority of the universe’s brands reach levels of popularity higher than purchase intent. This expresses a lack of offerings in the segment, an underutilization of the universe’s potential: consumers endorse the brands but cannot find the products
Here is the global ranking of the 10 animes/mangas with the strongest purchase intentions among those under 15 years old.
Pikachu has dethroned the Pokemon universe from which it originates, becoming a global star. Dragon Ball takes the third place on the podium, closely followed by Naruto, which has continued to progress over the past 5 years. Naruto even appears now in the rankings of favorite brands in several countries.
One Piece ranks in 7th position, but it is highly likely that the development of the associated license in multiple countries will greatly favor the brand’s appeal.
To understand the mechanisms specific to this particular form of entertainment, BrandTrends is launching a dedicated study on the subject. The expected results will focus on the specificity of this segment, what distinguishes it and makes it strong in general and for the main brands in particular.
Overall, animes and mangas continue to captivate fans around the world with their rich stories, endearing characters, and impressive animation. And it’s not about to stop!
