Anime is a dynamic art form that is fueling pop culture. With its meteoric global growth, anime is now more than ever living in people’s feeds, hearts, and hoodie collections and inspiring millions around the world.
National Research Group (NRG) today revealed new research highlighting anime’s evolution from subculture to a pop culture mainstay. The study reinforces that, particularly for Gen Z, anime is far more than entertainment—it’s a powerful force that shapes emotional expression, identity, lifestyle, and worldview. For this generation, anime isn’t just content; it’s a culturally defining medium.
The study, conducted by National Research Group and commissioned by global anime brand Crunchyroll, surveyed nearly 29,000 respondents aged 13-54 in seven global markets, including in Brazil, France, Germany, India, Mexico, the United Kingdom, and the United States, including 3,500 engaged anime fans. The diverse set of markets allowed the study to contextualize the size of the anime fandom and investigate the role anime plays in the lives of fans’ around the world.
According to the study, anime now stands shoulder to shoulder with the biggest icons in music and sports among Gen Z. Globally, 54% of Gen Z make their love for anime known, putting it ahead of Kendrick Lamar (48%), nearly on par with Beyoncé (56%), and just behind LeBron James (59%) and Taylor Swift (60%). The connection is even stronger among teens, with nearly 60% of 13–17-year-olds identifying as anime fans, underscoring anime’s growing role as both a cultural foundation and emotional outlet for younger audiences.
Additional select themes and highlights that emerged from the research include:
On Anime Fandom:
- Anime–The New Global Entertainment Powerhouse: 44% of general entertainment consumers 13-54 identify as anime fans, surpassing global genres like K-dramas and Bollywood. The fandom is especially pronounced among Gen Z, with regional nuances indicating emerging growth in markets like the UK.
- Heroes are the New Celebrities: Anime fandom among Gen Z is comparable to that of major pop culture figures, highlighting its status as a generational cultural staple. The size of anime fandom among Teens is as big (59%) as their fandoms for Beyonce (62%) and Lebron James (60%), and surpasses even the fandom for record-breaking K-pop group BTS (49%).
On Anime Fans:
- Long-Term Fandom & Deep Emotional Bonds: Over half of Millennial and Gen X anime fans have stayed connected to anime for longer than a decade.
- More Than Entertainment–A Medium That Shapes Identity: Nearly 40% of teen anime fans consider anime a meaningful part of who they are, and 30% say it has influenced their outlook on life. Almost half of anime fans say they’ve had a crush on an anime character—showcasing the emotional depth and vivid storytelling that drives connection.
- Rewiring Social Connections: 78% of fans say anime strengthens their relationships, especially Gen Z, who turn to it for emotional connection and to build friendships with other fans in a fragmented digital world. Gen X values the escape, while teens value the joy and identity-building it brings.
- Authenticity & Emotional Literacy: Anime provides a space for emotional development and reflection. Fans gravitate toward content that reflects emotional authenticity and cultural fidelity, with Millennials and Gen Z showing a preference for the authenticity of subtitles. Relatable characters and emotionally resonant storylines nurture resilience, empathy, and emotional expression.
- Social Media as an Accelerator: Social media platforms like TikTok, Instagram, and YouTube have transformed anime discovery and engagement: 82% of fans discuss anime socially, with clips and reels now serving as Gen Z’s primary discovery gateway.
- Hopeful Narratives in an Uncertain World: Amid global anxieties, anime offers both escapism and optimism. Teens emphasize anime’s role in joy and identity-building, while Gen X leans into its emotional comfort.
A Home for Fans:
- Fans Feel a Deep Emotional Connection to Crunchyroll: Anime isn’t just something they watch–it’s something they feel. For many fans, Crunchyroll is more than a streaming service, it’s where they connect with stories that reflect who they are and what they care about. The platform has become a trusted home for those who want to immerse themselves in anime in a way that feels authentic and aligned with their values, with over half of respondents (54%) strongly agreeing that Crunchyroll is an essential part of the anime ecosystem—well ahead of other major streaming platforms (29%).
- Trust, Access and Authenticity: Where access once felt fragmented, today’s fans are actively seeking official, high-quality platforms that align with their values. Many fans now turn to platforms that feel aligned with their values, and Crunchyroll is among the most trusted destinations, particularly for Gen Z fans who want to experience anime in a way that feels genuine, seamless and sustainable. Rather than being just a distributor, platforms like Crunchyroll are viewed as trusted pillars of the anime community that supports creators and helps to preserve the genre’s integrity.
- Catering to an Evolving Global Fandom: The next generation of fans is broader and more diverse than ever. With women now representing 44% of teen anime fans, there’s growing demand for stories that reflect a range of experiences—including strong female leads, LGBTQ+ characters, and narratives that speak to a global audience.
“Anime is emerging as a truly global genre for young audiences, and a growing force for fandom in many countries around the world,” said Grady Miller, CMO at NRG. “Our research shows how increased accessibility and brilliant artistry have helped young audiences embrace anime not just as entertainment, but as a part of their identities.”
“As a brand rooted in anime, we’ve long understood the depth of connection fans have with the anime medium,” said Gita Rebbapragada, Crunchyroll’s Chief Operating Officer. “These findings underscore what we’ve seen firsthand for a long time and provide a data-driven view of anime’s global and generational impact. It gives us another tool to better understand our audience and continue serving them in more meaningful ways.”
“This study reinforces what anime fans, and we at Crunchyroll, have always known: anime is a powerful cultural force that resonates on a deep emotional level,” said Punnoose Isaac, Senior Vice President, Center for Data and Insights at Crunchyroll. “It helps shape identity, creates community, and offers connection in an increasingly complex world. The data offers some fresh perspectives on the ‘why,’ but the passion behind it is something we’ve always seen.”
Anime doesn’t just resonate, it actively shapes Gen Z’s emotional expression, social behaviors, and identity perceptions, profoundly influencing their worldview, moral development, and community interactions—becoming the defining medium for an entire generation. The full research findings can be found here.
Source: Press Release
