Manga Market Size, Share & Trends Analysis Report By Content Type (Printed, Digital), By Distribution Channel (Offline, Online), By Genre, By Gender (Male, Female), By Audience, By Region, And Segment Forecasts, 2023 - 2030

Report Overview

The global manga market size was valued at USD 12.13 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 17.4% from 2023 to 2030. The growth can be attributed to the increasing popularity of graphic reading content comprising exciting stories and attractive visuals. Manga is one of the most popular forms of Japanese entertainment media among children and adults. It is a powerful influence on the youth and has a significant cultural impact. Manga content comes in a variety of forms, such as creative, funny, inspirational, artistic, philosophical, and even edifying. It depicts virtues, emotions, and vices, such as success through hard work, strong-spiritedness, self-denial, persistence, dedication, pluck, and unrequited love.

Japanese manga sales are at a record high, both domestically and internationally, highlighting the adaptability and longevity of a literary genre that was once thought to be exclusively for children. The potential for growth is so strong that the Japan Business Federation, Keidanren, has urged the administration to use manga, anime, and video games as a catalyst for Japan’s overall economic expansion.

In 2022, the total print & electronic manga sales figure was around 677 billion yen (USD 5.05 billion), as per statistics by the National Publishing Association and Publishing Science Institute. The growth of the market is being further driven by the launch of various new titles, in line with the explosive demand from the audience. For instance, in February 2022, Yen Press announced 4 titles, including Josee, the Tiger and the Fish; Heroine No More; Gahi-chan!; and Unnamed Memory, for release in August of that year.

COVID-19 Impact

The COVID-19 crisis positively influenced the market, aided by the notable rise in the availability of anime on streaming sites. Lockdown restrictions and stay-at-home norms increased the demand for anime and manga. The pandemic attracted new fans to online communities to read manga and watch anime. As per the ICv2 report released in 2021, the manga company Viz Media recorded a 70% growth in the U.S. market in 2020. However, the drastic surge in demand led to supply chain issues and inventory depletion for market players. They faced printer and transportation shortages, which restricted the supply to stores.

Content Type Insights

The digital content segment is expected to advance at the highest growth rate of 20.0% over the forecast period, as consumers are showing an increased interest in eBooks since they offer greater convenience, address space constraints, and are relatively cheaper than printed versions. According to data published by NPD BookScan in 2021, the revenue from eBooks in the U.S. increased to around 11.7% in 2020, compared to that in the previous year.

On the other hand, the printed segment is expected to witness a relatively lower CAGR of around 10.0% from 2023 to 2030. Even though consumers are moving towards digital content, several customers still prefer physical copies to keep them as a part of their collection. Besides, the aesthetic elements in printed books attract enthusiasts as they seek to enjoy and collect high-quality books and magazines.

Distribution Channel Insights

The online segment held a substantial revenue share of over 70.0% of the manga market in 2022, owing to the increasing consumer preference for e-commerce portals for purchasing books and magazines due to greater convenience and discounts. According to a research survey, the sale of books and magazines in the U.S. through e-commerce sites increased by more than 25.0% in 2020 as compared to that in the previous year.

On the other hand, the offline distribution channel segment is expected to record a steady CAGR of 11.3% between 2023 and 2030 in the market. Several readers prefer to visit retail bookstores in order to browse and read manga, where they can discuss their favorite manga content with other readers.

Genre Insights

The action & adventure segment held 33.79% of the revenue share in 2022, and the genre is expected to lead the global market for manga during the forecast period. While action titles mainly include a main character that fights humans, aliens, robots, animals, etc., adventure titles comprise characters that explore vast possibilities in the world and beyond. Although the genre is mainly aimed at young males, it has steadily garnered a significant female audience. The wide availability in various other languages is increasing its global reach, thereby supporting segmental growth.

The romance & drama segment is expected to expand at the highest CAGR of 18.8% during the forecast period, primarily due to an increase in the demand for romance and drama-based content among female readers. The romantic titles are mainly aimed at young females who enjoy reading content related to ideal romances. Manga titles based on the drama genre mostly have serious themes related to the nitty-gritty of life and are popular among both male and female readers.

Gender Insights

The male segment held a sizeable market share of over 66.0% in 2022, due to the wide availability of manga based on superhero themes, which are largely preferred and read by boys and men. For instance, as per a study published by NPD BookScan in 2020, 56% of manga buyers in the U.S. were male, with over 60% of them preferring superhero manga. On the other hand, a rise in demand for manga content suited for female audiences due to the growing number of female readers globally is likely to propel the female segment growth during the forecast period.

Audience Insights

The children & kids audience segment is expected to witness the highest CAGR of 19.2% over the forecast period in the global market. This growth can be attributed to the increasing support and encouragement from parents for their kids to read such content, as they are perceiving manga as an ideal way of developing reading comprehension and critical thinking skills in their kids.

The adult segment is expected to expand significantly over the coming years, owing to the availability of a wide range of manga genres, such as comedy, romance, thrillers, fantasy, etc. for them to read from. These themes mainly interest the adult populace. Besides, publishing companies are launching adult manga with quality content and attractive graphics, driving segmental growth further.

Regional Insights

Asia Pacific is expected to maintain a dominant share of over 82.0% in the global market for manga by 2030, aided by a sustained increase in the popularity of manga in the region. Manga is known to be the mainstream entertainment source in Japan. According to a report released by the All Japan Magazine and Book Publisher’s and Editor’s Association, the market for manga in Japan grew by more than 8% in 2021 compared to 2020. The market in the Asia Pacific region is expected to expand at a CAGR of 16.8% during the forecast period.

The North America region is likely to expand at the highest CAGR of 22.6% during the forecast period. According to data released by NPD BookScan in 2021, the sales of manga in the U.S. increased significantly in 2021 as compared to 2020. Moreover, the growing consumer interest in streaming platforms and anime content is impelling the adoption of manga, thereby creating lucrative opportunities for the regional market.

Key Companies & Market Share Insights

The major companies operating in the market for manga are focusing on strategic alliances, new product launches, and licensing to gain a competitive edge in the industry. For instance, in March 2023, Seven Seas Entertainment, Inc. announced its license acquisition of Nagata Kabi's manga ‘My Pancreas Broke, But My Life Got Better’. The author & artist, who received the Harvey Award for her work, ‘My Wandering Warrior Existence,’ will see the release of the new title in November 2023 across North America. Some of the prominent players in the global manga market include:

• Akita Publishing Co., Ltd.

• Bilibili Comics Pte. Ltd.

• Bungeishunjū Ltd.

• GOOD SMILE COMPANY, INC.

• Hitotsubashi Group

• Houbunsha Co., Ltd.

• Kadokawa Corporation

• Kodansha Ltd.

• Nihon Bungeisha Co., Ltd

• Seven Seas Entertainment, Inc.

• Shogakukan Inc.

• Shueisha Inc.

• VIZ Media LLC

• Yen Press LLC
  

Manga Market Report Scope

Global Manga Market Report Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global manga market report based on content type, distribution channel, genre, gender, audience, and region:

• Content Type Outlook (Revenue, USD Billion, 2018 - 2030)

  • Printed

  • Digital

• Distribution Channel Outlook (Revenue, USD Billion, 2018 - 2030)

  • Offline

  • Online

• Genre Outlook (Revenue, USD Billion, 2018 - 2030)

  • Action and Adventure

  • Sci-Fi and Fantasy

  • Sports

  • Romance and Drama

  • Others

• Gender Outlook (Revenue, USD Billion, 2018 - 2030)

  • Male

  • Female

• Audience Outlook (Revenue, USD Billion, 2018 - 2030)

  • Children and Kids (Aged below 10 years)

  • Teenagers (Aged between 10 to 16 years)

  • Adults (Aged above 16 years)

• Regional Outlook (Revenue, USD Billion, 2018 - 2030)

  • North America

    • U.S.

    • Canada

  • Europe

    • Germany

    • U.K.

  • Asia Pacific

    • China

    • Japan

    • India

    • South Korea

  • Latin America

    • Brazil

  • Middle East and Africa