Summary
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On May 20,Crunchyrollreleased findings of a study conducted in collaboration with the US National Research Group (NRG), which surveyed 29 000 “general entertainment consumers” aged between 18 and 54 from various countries, including the United States, United Kingdom, India, Germany, France, Brazil, and Mexico. Of those 29 000, 3 500 considered themselves to be anime fans, lovers of the medium, or casual watchers who engage at least once a month. The study revealed that Gen-Z considers anime to be of the same standing assome of the biggest icons in sports and music, two realms that have always been particularly popular among the youth (18-35).
According to Crunchyroll’s study, among Gen-Z, anime is no longer on the fringes of popular culture, but is, in fact, a leading force, to the point where many fans cite anime as an important aspect of their very identity. The main question was, what makes anime so distinct, and what does the future hold for the medium?
For many, anime isn’t just a form of entertainment; it’s a core part of their identity. Over a third of anime fans say anime plays a central role in their lives—offering surprise and delight in a way few other genres can.
The Parameters of the Study
The Basic Method
To get a better sense of how Crunchyroll came to the big conclusion of this study, one must understand the parameters and metrics. As mentioned previously, Crunchyroll and the NRG used surveys as the main form of gathering data, with 29 000 consumers of general entertainment (who watch at least one hour of TV content a week) responding from various countries. Of that 29 000, 3 500 expressed an interest, like or even love for anime.
The surveys were fielded in March. Given the fact that the generational descriptors change depending on who you ask, for the sake of the study, Gen-Z was considered to be in the age range between 13 and 28, millennials are in the range of 29 to 44, and Gen X in the range from 45 to 54. Beyond these surveys, there isn’t much known about the research methodology, not to mention the severe lack of data from huge anime communities in LATAM countries and, of course, the ever-overlooked African continent, which is rapidly becoming a major hub of animation and has always been a major consumer of anime content.
These generational identifiers are important to better understand the data, and to come up with more insightful analyses of what is being presented. One of the most interesting things to come out of the study is the heavy emphasis on anime as a marker of identity, particularly among Gen-Z. The study claims that nearly 88% of teenage anime fansconsider the medium to be a major part of their identity, while 93% of that same demographic claim pride in being an anime fan.
This ubiquity of anime is unique to Gen-Z, and as one reads the study, there’s a clear trend of an increasing connection to anime over the generations. While Gen-X were the earliest proponents of the anime medium, they still consider other major forms of entertainment, celebrity and sports to be more influential than anime, and interestingly, the preference for subbed anime over dubbed anime has increased over time, with Gen-Z most likely to engage with anime with its original Japanese audio.
Anime’s ascent from cult favorite to global cultural force is no accident—it’s the result of passionate fandom, increased accessibility, and stories that resonate across geography and generations.
Once seen as a fringe format, anime now rivals the influence of top-tier music icons and sports leagues, while fostering emotional connection, social belonging, and cultural curiosity in every corner of the world. As fans demand more diverse, inclusive, and emotionally rich narratives, anime is evolving to meet the demands of a new, global fan base.
This is more than a medium. It’s a movement. And it’s only just getting started.
Why Is Anime So Big Among Gen-Z?
The Digital Age Has Facilitated Immense Reach
While it’s generally the case that most anime fans share their passion for anime through conversations in person (58% of anime fans across the generations recalled talking about anime with friends or colleagues), the streaming age has made access to anime far easier than it has ever been, and about 47% of Gen-Z anime fans claimed to have discovered or gained an interest in a particular title due to discourse on social media, or “fan-edits”;the modern-day equivalent of the AMV, compared to just 33% of millennials and 24% of Gen-X.
Fan-edits have an overwhelming stake in the increased visibility of anime particularly among Gen-Z, but it is social media in general that has facilitated the reach of anime, especially during and after the COVID-19 pandemic. For most fans, regardless of generation, the authenticity of anime as a storytelling medium makes it preferable to Western animation and TV in general. “The genre’s commitment to emotional truth—without flinching or cynicism—is one of the features that sets it apart from other genres in a cultural era where earnestness often feels like a scarce resource”.
The increased visibility of anime through high-profile fans also cannot be understated in understanding the reach of anime and its ubiquity among Gen-Z. Celebrities like Megan Thee Stallion (a fan of anime from long before she was even famous), Samuel L. Jackson, Olympian Noah Lyles,several personalities from the English Premier Leagueand the greater footballing world like Tottenham Hotspur striker Dominic Solanke, Fulham’s Raúl Jiménez, Liverpool’s Ibrahim Kounate and Ryan Gravenberch to name a few, have had a major impact on the visibility of anime as something “cool”.
As for acknowledgment of the potential of anime to reach even greater markets, very few brands outside of the realm have tried to connect to it, with football being perhaps the most willing in the sports world, unmistakably due to the long-running connection between football and anime now defined by titles likeBlue Lock. Essentially, Gen-Z’s embrace of anime is a multifaceted phenomenon at the nexus of accessibility, constant exposure from both high-profile individuals and other fans, and given the longevity of anime fandom exhibited by millennials and Gen-X, the medium is only just beginning of what has already been a major cultural shift.
