The National Research Group (NRG) effort highlights anime’s evolution and reinforces, particularly for Gen Z, that the animation shapes emotional expression, identity, lifestyle, and worldview.
Anime is fueling pop culture. The artform lives in people’s feeds, hearts, and hoodie collections, inspiring millions around the world.
The National Research Group (NRG) has released a new study that highlights anime’s evolution and reinforces, particularly for Gen Z, that anime shapes emotional expression, identity, lifestyle, and worldview.
The study, conducted by NRG and commissioned by Crunchyroll, surveyed nearly 29,000 respondents from age 13-54 in seven global markets - Brazil, France, Germany, India, Mexico, the United Kingdom, and the United States- including 3,500 engaged anime fans.
According to the study, anime is comparable to the biggest icons in music and sports among Gen Z. Globally, 54% of Gen Z put anime 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.
Additional select themes and highlights that emerged from the research include:
On the fandom:
- Anime–The New Global Entertainment Powerhouse: 44% of general entertainment consumers aged 13-54 identify as anime fans, 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, and surpasses the fandom for record-breaking K-pop group BTS (49%).
On 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: 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.
- 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.
- Authenticity & Emotional Literacy: Fans gravitate toward content that reflects emotional authenticity and cultural fidelity, with Millennials and Gen Z showing a preference for the authenticity of subtitles.
- Social Media as an Accelerator: 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: Teens emphasize anime’s role in joy and identity-building, while Gen X leans into its emotional comfort.
A home for fans:
- Deep Emotional Connection to Crunchyroll: 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.
- Trust, Access and Authenticity: 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. 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: Women now represent 44% of teen anime fans, with a 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 COO. “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.”
The research concludes that 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. Full research findings can be found here.
Source: Crunchyroll
Journalist, antique shop owner, aspiring gemologist—L'Wren brings a diverse perspective to animation, where every frame reflects her varied passions.
