The European webtoon market, once seen as a promising frontier for digital comics, is facing significant challenges. Recent reports suggest that Pocket Comics, the global webtoon platform operated by NHN, is considering exiting France, signaling a broader struggle for Korean webtoon platforms in the region. This potential departure follows similar pullbacks by other major players, raising questions about the viability of the webtoon business model in Europe.
The Rise and Stall of Webtoons in Europe
Webtoons, digital comics optimized for mobile devices with a vertical scrolling format, originated in South Korea and quickly gained international popularity. Their accessibility and diverse storytelling appealed to a global audience, leading to significant growth in various markets.
Europe, with its high smartphone penetration and strong digital content consumption, initially seemed like a natural fit for webtoons. France, in particular, was identified as a key market due to its large comic book readership and growing interest in digital platforms. Several factors contributed to this initial optimism:
- Tech-Savvy Population: France boasts a tech-savvy population with high smartphone and internet penetration, facilitating easy access to digital comics.
- Korean Wave: The increasing popularity of Korean culture, including K-dramas and K-pop, piqued interest in webtoons, which are often referred to as manhwa (Korean comics).
- Digital Comic Consumption: A growing trend among French readers to consume comics via digital platforms rather than traditional print methods.
Driven by these factors, Pocket Comics launched in France in January 2022 and quickly gained traction, even topping local App Store charts by targeting women in their 20s and 30s. Naver Webtoon also established a European branch in France in 2022, aiming to scout local creative talent and expand its services in French and German.
However, this early momentum proved difficult to sustain. Several Korean webtoon platforms have struggled to gain a lasting foothold in the European market, leading to strategic adjustments and withdrawals.
Pocket Comics’ Potential Exit: A Sign of the Times
According to a recent report by the Korean business media website Maeil Economy, Pocket Comics has halted all new content uploads in France since early 2025 and is conducting a comprehensive review of its operations. Discontinuation of the French service is reportedly one of the options under consideration. If this occurs, it would mark NHN’s complete exit from the European webtoon market, following previous withdrawals from Germany and Southeast Asia. NHN had previously considered France as its final stronghold in Europe.
This potential exit aligns with a broader trend of Korean webtoon companies re-evaluating their strategies in Europe and Southeast Asia. NHN terminated its Pocket Comics service in Germany in September 2024 and sold its Thai Comico subsidiary to Kidari Studio in July 2024, withdrawing from the Vietnamese market in 2022. Kakao Piccoma also shut down its webtoon platform in France in September 2024, citing underwhelming performance.
Challenges Facing Webtoon Platforms in Europe
Several factors have contributed to the struggles of webtoon platforms in Europe:
- Competition with Traditional Manga and Local Comics: European comic readers, particularly in France and Belgium, have a long-standing tradition of consuming traditional print comics, including bandes dessinées and Japanese manga. These established preferences make it difficult for webtoons to displace traditional formats.
- Reader Preferences: Local readers still favor traditional print manga, Korean platforms are finding it difficult to gain a lasting foothold. The French and Belgians are known to be avid consumers of comics, and they are happy to purchase comics at high prices and at a high volume. That includes digital comics.
- Slowing Market Growth: Overall market growth slowing,Korean platforms are finding it difficult to gain a lasting foothold.
- Localization Issues: A lack of localization and cooperation with local publishers are the main causes behind Kakao’s closure of its webtoon platform in Europe, according to market insiders in the region.
- Cultural Differences: Cultural differences are also cited as a challenge in Europe, excluding France.
- Market Saturation and Competition: The webtoon market is highly competitive, with numerous platforms and creators offering similar content. Market saturation and competition can make it challenging for new entrants to gain visibility and attract readers.
- Monetization Challenges: Monetizing webtoon content can be challenging for creators, especially those who are just starting. Issues related to revenue sharing, advertising, and subscription models can impact creators’ earnings and sustainability.
- Piracy and Copyright Issues: The prevalence of piracy and copyright infringement can negatively impact the revenue and profitability of webtoon creators and platforms. Unauthorized distribution of webtoon content can lead to financial losses and legal challenges.
- Varied Reader Preferences: Reader preferences for webtoon content can be diverse and shifting. Adapting to changing tastes and trends requires continuous innovation and adaptation, which can be challenging for creators and platforms.
The French Webtoon Market: A Closer Look
Despite the overall challenges in Europe, France has historically been considered a promising market for webtoons. France has the largest comics market among the European countries. However, recent trends suggest that even in France, webtoon platforms face significant hurdles:
- Preference for Physical Copies: The core consumer group for comics in Europe, including France, often consists of avid manga readers who value physical copies, offline conventions, and collecting series. This preference for tangible books makes it difficult for digital platforms to compete.
- Competition with Local Publishers: Local publishers have a deep understanding of the market and have successfully added collector value by introducing webtoon and manga photo cards and merchandise bundles. These strategies come with higher costs but can lead to better long-term results.
- Limited Localization: Some platforms have been criticized for a lack of localization efforts, failing to adapt content and marketing strategies to suit the preferences of European readers.
- High Costs and Slow Growth: Kakao Piccoma cited “subdued market growth in contrast to the initial expectations at the time of the entry” as the primary reason for its termination in France. The company invested 40 million euros ($43.4 million) in its European subsidiary but logged a 13.26 million-euro loss in 2022, with revenue of only 1.65 million euros.
Despite these challenges, France remains a significant market for comics, and there is still potential for webtoons to succeed. The key lies in understanding the local market, adapting content and strategies to meet reader preferences, and addressing the challenges of monetization and competition.
Strategies for Success in the European Webtoon Market
To succeed in the European webtoon market, platforms need to adopt strategies that address the unique challenges and opportunities of the region:
- Localization: Platforms must invest in high-quality translations and cultural adaptations to make webtoons more appealing to European readers. This includes adapting storylines, character designs, and marketing materials to resonate with local tastes.
- Partnerships with Local Publishers: Collaborating with established local publishers can provide valuable insights into the market and facilitate access to distribution channels and marketing expertise. These partnerships can also help bridge the gap between digital and print formats.
- Focus on Original Content: Investing in original content created by European artists can help platforms differentiate themselves from competitors and attract local readers. This also supports the growth of the local webtoon industry.
- Innovative Monetization Models: Experimenting with different monetization models, such as subscription services, pay-per-episode options, and advertising, can help platforms find the right balance between revenue generation and reader accessibility.
- Community Engagement: Building a strong online community through social media, forums, and events can help platforms foster reader loyalty and generate word-of-mouth marketing.
- Embracing Print: Partnering with print publishers to offer selected webtoons in print format can cater to readers who prefer physical copies and expand the reach of webtoon content.
- Targeted Marketing: Developing targeted marketing campaigns that focus on specific demographics and interests can help platforms reach the right audience and increase brand awareness.
The Global Webtoon Market: Trends and Opportunities
Despite the challenges in Europe, the global webtoon market continues to experience rapid growth. The market is driven by increasing smartphone penetration, rising internet access, and the growing popularity of digital comics.
The global webtoons market size was valued at USD 8.28 billion in 2023 and is projected to reach USD 45.30 billion by 2030, growing at a CAGR of 27.3% from 2024 to 2030. The market is dominated by a mix of regional players and international platforms, with key players including NAVER Corp., Kakao Corp., Lezhin Entertainment, and Tappytoon.
The Asia-Pacific region, particularly South Korea, dominates the webtoons market as it is the birthplace of the format. However, other regions, such as North America and Europe, are also experiencing significant growth.
The webtoon market is segmented by type (comedy, action, sci-fi, horror, romance, etc.), revenue model (subscription-based, advertisement-based), and device (mobile, tablets, laptops, television). The romance genre led the market in 2023, with a revenue share of 38.8%, while the 25 to 35 years demographic segment accounted for the largest revenue share of 43.7%.
The rise of AI-supported platforms that integrate AI to assist in storytelling and content creation, improving speed, quality, and accessibility. One such platform is Pocket Toons by Pocket Entertainment which enhances comic creation, enabling the release of three episodes daily.
The Future of Webtoons in Europe
The future of webtoons in Europe remains uncertain, but there is still potential for growth and success. To thrive in the region, platforms need to adapt their strategies to meet the unique challenges of the market, including competition from traditional comics, localization issues, and monetization challenges.
By focusing on high-quality content, innovative marketing, and strong community engagement, webtoon platforms can build a loyal readership and establish a sustainable business in Europe. However, the road to success will likely require patience, flexibility, and a deep understanding of the local market.
For Pocket Comics, the decision to potentially exit France represents a strategic shift towards more profitable markets. However, it also serves as a reminder of the challenges facing webtoon platforms in Europe and the need for a more tailored approach to succeed in this diverse and competitive region. As the market evolves, it will be crucial for platforms to adapt and innovate to capture the hearts and minds of European comic readers.
