Manga Market

Market Overview:

The global manga market size reached US$ 13.4 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 48.6 Billion by 2032, exhibiting a growth rate (CAGR) of 15.44% during 2024-2032. The presence of a diverse range of genres and target audiences in manga, the emergence of numerous digital platforms and online sites and increasing number of anime adaptations are some of the major factors propelling the market.

Manga refers to a wide range of Japanese comic books and graphic novels with a distinct style, storytelling technique, as well as cultural significance. Manga typically follows a right-to-left reading format by utilizing visual storytelling techniques, such as exaggerated facial expressions, dynamic action scenes, and intricate background details. It is usually serialized in magazines or released in tankobon format, consisting of multiple chapters into a single volume. It covers various genres, including action, romance, fantasy, science fiction, horror, and comedy. The growing prevalence of manga translation in multiple languages has allowed readers from several countries to engage with the medium in their native languages, which is creating a positive market outlook.

The global market is primarily driven by the significant rise in popularity of manga on the global scale due to numerous cultural exchange and localization efforts. In line with this, the emerging trend of manga adaptations that cater to specific cultural nuances is also providing an impetus to the market. In addition to this, the increasing promotion and popularization of manga by fan engagement in online communities is impacting the market positively. Furthermore, the easy availability of manga books and merchandise such as figurines, apparel, and video games across online and offline retail channels is providing an impetus to the market.

Manga Market Trends/Drivers:

Expanding manga distribution due to rapid globalization

Rapid globalization and the expanding digital distribution are acting as a significant growth-inducing factor in the manga market due to the ease of access to global audience. With the emergence of numerous digital platforms and online sites, the growing popularity of manga has transcended geographical boundaries. This can be attributed to the availability of translated versions in various online platforms, such as Crunchyroll, ComiXology, and Manga Plus, thereby resulting in a positive market outlook. By offering legal and convenient avenues for readers worldwide to access and enjoy manga titles in various languages, these platforms have led to a higher number of manga readers engaging with manga series without location restrictions. This has eliminated physical distribution limitations, enabling manga publishers to reach a broader market and expanding the potential consumer base. As a result, this ease of access and widespread availability of digital manga is contributing to the market growth across the globe.

Widespread rise in anime adaptations

The increasing number of anime adaptations plays an instrumental role in propelling the popularity of manga market across the globe. The visual medium of anime brings the story and characters to life, by using cutting-edge animation, voice acting, and even music. As a result, an anime adaptation of a manga series results in a higher exposure to a much wider audience beyond dedicated manga readers. This exposure helps produce major interest and intrigue among anime fans, thereby prompting the fans to read the original manga as a source material for additional information. Therefore, the success of an anime adaptation boosts the sales and recognition of the manga while the popularity of the manga leads to increased demand for anime adaptations which leads to the creation of a positive feedback loop. As a result, this synergy is fueling the overall expansion of the manga market.

Diverse range of genres and target audiences

The presence of a diverse range of genres and target audiences in manga is also influencing the market growth positively. Manga encompasses a wide range of genres, which encompasses action, romance, fantasy, science fiction, horror, sports, and musicals. This diversity allows manga to cater to a broad array of interests and preferences, thereby resulting in an increased adoption among readers from various backgrounds and age groups. As a result, it also appeals to readers beyond the primary target demographic who may have different preferences with fresh and unique storytelling experiences. The most popular shonen, shojo, seinen, and josei variants ensure that manga remains inclusive by engaging a greater number of readers and consequently promoting the overall growth and sustainability of the market.

Manga Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global manga market report, along with forecasts at the global, regional, and country levels from 2024-2032. Our report has categorized the market based on type, genre, audience, gender, and distribution channel.

Breakup by Type:

• Printed
• Digital
   

Digital dominates the manga market

The report has provided a detailed breakup and analysis of the manga market based on the type. This includes printed and digital. According to the report, digital represented the largest segment.

The convenience provided by digital manga enabling readers to access a vast library of titles irrespective of time and location using devices such as smartphones, tablets, or e-readers is resulting in a higher uptake of digital manga. In addition to this, the easy availability of a wide range of manga titles, including rare or out-of-print works, expanding the choices available to readers on digital distribution platforms is resulting in segment growth.

On the other hand, the collectibility and tangibility, along with the introduction of limited series offered by print manga, are resulting in a higher product uptake among manga enthusiasts and collectors. In addition, they are also preferred due to the physical presence of the artwork in detail, and visual storytelling in the book, which is preferred by some readers.

Breakup by Genre:

• Action and Adventure
• Sci-Fi and Fantasy
• Sports
• Romance and Drama
• Others
   

Action and adventure dominate the manga market

The report has provided a detailed breakup and analysis of the manga market based on the genre. This includes action and adventure, sci-fi and fantasy, sports, romance and drama, and others. According to the report, action and adventure represented the largest segment.

Action and adventure genres are mostly preferred by the audience due to the manga medium allowing artists to depict action scenes with detailed artwork, thereby enhancing the excitement and visual impact of the genre. In addition to this, the presence of memorable protagonists and their journeys, battles, and character development assist in keeping readers invested in the storyline, thereby promoting the growth of the segment.

On the other hand, romance and drama, sports, and sci-fi genres are widely popular among a wide group of audiences and have a broad appeal among manga readers, which is leading to a higher demand for manga titles in these genres. In addition to this, these genres offer a wide range of story lines and explore various themes, character dynamics, and plot twists which resonates with large-scale readers.

Breakup by Audience:

• Children and Kids (Aged below 10 years)
• Teenagers (Aged between 10 to 16 years)
• Adults (Aged above 16 years)
   

Children and Kids (Aged below 10 years) dominate the manga market

The report has provided a detailed breakup and analysis of the manga market based on the audience. This includes children and kids (aged below 10 years), teenagers (aged between 10 to 16 years), and adults (aged above 16 years). According to the report, children and kids (aged below 10 years) represented the largest segment.

Children and kids represent the largest segment due to the presence of captivating narratives, relatable characters, and age-appropriate themes resonating with younger readers in manga targeted at children and kids. In addition to this, the visual storytelling, vibrant illustrations, expressive character designs and integrated educational elements, are factors that draw the attention of children and kids.

On the other hand, teenagers and adults are preferring mangas with immersive and engaging content, including coming-of-age stories, complex characters, and thought-provoking narratives. Since manga has turned into a mainstream form of entertainment for a wide age range, it is finding a broader level of acceptance and recognition among teenagers and adults.

Breakup by Gender:

• Male
• Female
   

Male gender dominates the manga market

The report has provided a detailed breakup and analysis of the manga market based on the gender. This includes male and female. According to the report, male represented the largest segment.

Male readers are drawn to manga due to the presence of a large number of strong male protagonists and their growth and triumphs with character-driven narratives. Additionally, the distinctive art style of manga, which is characterized by detailed illustrations, dynamic action scenes, and emotive expressions cater to male readers' interests, thereby fueling the segment growth. 

On the other hand, the introduction of diverse range of female protagonists, relatable character dynamics, and narratives which are made relatable to a wide range of female readers is creating a positive market outlook. Mangas targeted at young girls and women, such as Shojo, exploring emotional depth, character development, and relationships, specifically resonating with the female readers is propelling the segment growth.

Breakup by Distribution Channel:

• Online
• Offline
   

Online holds a larger share in manga market

A detailed breakup and analysis of the manga market based on the distribution channel has also been provided in the report. This includes online and offline. According to the report, online accounted for the largest market share.

The main factor driving the growth of the online segment is the global accessibility of manga titles without geographical limitations. In addition to this, online platforms provide readers with immediate access to a vast library of manga titles, thereby eliminating the need to visit physical stores.

Furthermore, online platforms also provide a wide range of cost-effective options, such as subscription services or digital rentals, which is stimulating the segment growth. The flexibility offered by several e-commerce websites that allow readers to exchange or return their purchases in case of damaged shipment offers enhanced convenience to the users, which is favorably influencing the market growth in this segment.

Breakup by Region:

• North America
  • United States
  • Canada
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Others
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa
   

Asia Pacific exhibits a clear dominance, accounting for the largest manga market share

The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Europe (Germany, France, the United Kingdom, Italy, Spain, and others); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa.

Asia Pacific held the biggest market share since manga originated in Japan and has a strong cultural presence in the region, along with an established fan base. In addition to this, a long history of manga publication resulting in the growing consumption of manga and anime in the region is providing a positive market outlook.

Another contributing aspect to the growth in this region is the use of different local culture references catering to reader preferences within the in the manga market across Asia-Pacific. Also, multi-lingual translations of the manga titles from Japan to other some Asia-Pacific nations localized for the specific market is making them more accessible and relatable to readers spanning across the whole region.

Asia Pacific is estimated to expand further in the market due to the significant growth in internet penetration, increased smartphone usage, and the widespread popularity of digital platforms offering manga at affordable rates.

Competitive Landscape:

The top players in the global manga market are growing their digital presence by providing manga through various online platforms, such as apps, websites and digital subscription services. The major companies are also actively focusing on international expansion by licensing and translating manga into various languages. In addition to this, the emerging trend of the content offerings with expansion of different genres, experimenting with new storytelling formats and targeting different age groups. Furthermore, the key players are entering into strategic partnerships and collaborations between manga publishers, anime studios, and other entertainment companies are creating a positive market outlook for the market.

The report has provided a comprehensive analysis of the competitive landscape in the global manga market. Detailed profiles of all major companies have also been provided. Some of the key players in the global manga market include:

• Akita Publishing Co. Ltd.
• Archie Comic Publications Inc.
• Bilibili Comics Pte. Ltd.
• Futabasha Publishers Ltd.
• Good Smile Company Inc.
• Kadokawa Corporation
• Kodansha Ltd.
• Nihon Bungeisha Co. Ltd. (Media Do Co. Ltd.)
• Seven Seas Entertainment Inc.
• Shogakukan Inc. (Hitotsubashi Group)

Recent Developments:

• In February 2023, Akita Shoten announced a new Webtoons brand known as J-TOON, which is Akita Shoten's first vertical-scrolling and full-color manga service, available in several manga apps and e-book stores across Japan.
• In June 2023, Archie comics announed their new comic series “Camp Pickens” on sale across several online and offline retail channels.
• In Jul 2022, Billibilli Comics Pte. Ltd. Announced partnership with New York Comic-Con as one of the sponsors of their Artist Alley section.
   

Manga Market Report Scope:

Key Questions Answered in This Report:

• How has the global manga market performed so far, and how will it perform in the coming years?
• What are the drivers, restraints, and opportunities in the global manga market?
• What is the impact of each driver, restraint, and opportunity on the global manga market?
• What are the key regional markets?
• Which countries represent the most attractive manga market?
• What is the breakup of the market based on the type?
• Which is the most attractive type in the manga market?
• What is the breakup of the market based on the genre?
• Which is the most attractive genre in the manga market?
• What is the breakup of the market based on the audience?
• Which is the most attractive audience in the manga market?
• What is the breakup of the market based on the gender?
• Which is the most attractive gender in the manga market?
• What is the breakup of the market based on the distribution channel?
• Which is the most attractive distribution channel in the manga market?
• What is the competitive structure of the global manga market?
• Who are the key players/companies in the global manga market?

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the manga market from 2018-2032.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global manga market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the manga industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.