The global anime market achieved a new record in 2024, growing by 14.8% to reach 3.8407 trillion yen (approximately US$25.1 billion). This significant expansion was largely propelled by a substantial 26% increase in overseas market revenue, solidifying anime’s position as a dominant force in the international entertainment landscape. The figures were released by the Association of Japanese Animations (AJA) in their annual Anime Industry Report during the TIFFCOM trade event in Tokyo.
Overseas Market Dominates Growth
For the third time, and notably for the second consecutive year, the overseas market outpaced domestic sales in 2024, accounting for 56% of the total industry income. Overseas revenue reached 2.1702 trillion yen (about US$14.1 billion), while the domestic market saw a more modest 2.8% growth to 1.6705 trillion yen (about US$10.9 billion). This trend underscores the increasing globalization of anime and its widespread appeal beyond Japan’s borders.
Key Drivers of International Expansion
The surge in overseas revenue is attributed to several factors, including the accelerated distribution of Japanese anime through global streaming platforms, a trend that first saw overseas sales surpass local sales during the COVID-19 pandemic in 2020. The continuous rise of international events related to anime further contributes to this growth, with approximately 160 events now held across 50 countries. Licensing to streaming platforms currently represents a significant portion of this overseas income, though industry experts suggest that more direct involvement in secondary business activities like merchandising and events in international markets could unlock even greater potential.
A Look at the Overall Market Dynamics
The 14.8% overall growth rate recorded in 2024 marks the second-highest annual increase in the anime market’s history, just shy of the 15.3% growth seen in 2019. This consistent upward trajectory highlights the robust health and expanding influence of the anime industry.
Government and Industry Initiatives
The Japanese government has recognized anime and related media as a core industry under its “New Cool Japan Strategy,” aiming to double annual entertainment sales overseas from an estimated 10 trillion yen (about US$65 billion) in 2028 to 20 trillion yen (about US$130 billion) by 2033. This ambitious target, which is 3.7 times the sales in 2024, reflects a strong governmental push to capitalize on anime’s global popularity.
Companies like Bandai Namco Filmworks are also setting aggressive international targets, with plans to increase the overseas share of revenues from screen releases from 25% in fiscal year 2023 to 50% in fiscal year 2030. Such strategies align with the broader industry focus on maximizing international reach and revenue.
Challenges Amidst the Boom
Despite the record-breaking market size and revenue growth, the anime industry faces its own set of internal challenges, particularly concerning production capacity and animator welfare. The rapid increase in demand has led to animator shortages and a high volume of productions, sometimes prioritizing quantity over quality. This has resulted in production delays, increased outsourcing, and rising costs. The gap between the booming market and the struggling workforce remains a critical issue, with animators often overworked and understaffed.
The Road Ahead: Future Projections and Opportunities
The sustained global interest in anime suggests continued growth for the industry. Projections indicate that the global anime market could reach $47.14 billion by 2028 and $48.3 billion by 2030, with North America, Europe, Asia-Pacific, and the Middle East being significant contributors to this expansion. The proliferation of OTT platforms and the cultural impact of anime are expected to further stimulate demand for both content and related merchandise, including collectibles and licensed products.
The ongoing focus on international collaborations, increased accessibility through streaming, and strategic investments from both government and private sectors are poised to further cement anime’s role as a leading global entertainment phenomenon. The industry is exploring new avenues such as brand-artist collaborations and NFT-based digital collectibles, while expanding into emerging markets like India and Southeast Asia, driven by increasing internet penetration and youth demographics.
