Europe Manga Market Size, Share & Trends Analysis Report By Content Type (Printed, Digital), By Gender (Male, Female), By Distribution Channel, By Genre, By Audience, By Country, And Segment Forecasts, 2024 - 2030

Europe Manga Market Size & Trends

The Europe manga market size was estimated at USD 676.1 million in 2023 and is expected to grow at a CAGR of 19.6% from 2024 to 2030. The increasing prevalence of internet usage, technological advancement, and government initiatives drive market growth. The Europe region has witnessed a significant surge in the adoption of manga as a written and pictorial form of entertainment across various demographics, owing to the rise in demand for creative visual books, the increase in Japanese cultural influence and the diversification of manga.

Parents are increasingly becoming aware and encouraging children to adopt reading habits, driving the growth of Japan's manga industry. Numerous research studies have concluded that habitual reading aids brain development in children, leading to enhanced creativity, focus, and overall mental well-being. According to the University of Cambridge, early engagement in reading for pleasure is positively linked to improved cognitive test results and adolescent academic achievement. In addition, children who read for pleasure tend to show better mental well-being, as assessed using clinical scores and reported by parents and teachers. Specifically, these children exhibit fewer signs of stress, depression, attention problems, and behavioral issues like aggression and rule-breaking.

Japanese culture and trends are closely followed by teenagers and adults, leading to its increased adoption. Many anime and manga conventions are being organized to cater to this cultural shift. For instance, AnimeCon London, FACTS, Paris Manga & Sci-Fi Show, J-Tsoon, Fantasy Basel, and Connichi are some of the most popular manga and anime conventions expected to be held in 2024. These events include fans dressing as their favorite manga characters, engaging in Japanese customs and traditions, numerous activities related to anime, assorted delicacies, and various merchandise.

Market Concentration & Characteristics

The market growth stage is high, and the pace is accelerating. The market in the region is characterized by an active and rapidly evolving landscape driven by technological advancements, diverse genres, and a supportive ecosystem. One prominent feature is the increasing number of anime adaptations of popular manga, resulting in the market growth. The majority of anime are based on successful manga, leading to the creation of more diverse and creative manga.

Comic books have gained significant popularity in Europe over the years. Various local service substitutes to manga have been well-received by readers, such as Lucky Luke, Gaston Lagaffe, Tintin, and Asterix. In addition, readers also have the option of exploring text-based novels and books.

Manga has evolved significantly, with artists incorporating various artistic techniques to enhance the storytelling experience. These include non-linear narratives, dynamic paneling, speed lines, and sound effects, which add depth and vibrancy to the stories. In addition, artists use genre-specific styles, experiment with colors, and employ various digital tools and techniques to create a unique experience for readers. Some particularly creative approaches include breaking the fourth wall and incorporating cross-cultural references to engage further and excite readers. Many artists are integrating AI in manga creation to reduce the time required to produce a chapter.

Many video games are being developed based on manga to cater to the growing manga market. For instance, in June 2023, Bandai Namco Europe, a game-developing company, announced the launch of an action role-playing game (RPG) based on the manga SAND LAND for XBOX Series X & S, PlayStation (PS) 4 & 5, and PC.

Genre Insights

Based on genre, the action and adventure segment led the market with a revenue share of 35.4% in 2023. The market is segmented into action and adventure, sci-fi and fantasy, sports, romance and drama, and others. It can be attributed to the genre's creative writing, which captivated readers with its imaginative and well-crafted storylines. Furthermore, these manga titles' thrilling plot and appealing action sequences kept readers on the edge of their seats and eager to read more.

The romance and drama segment is expected to witness the fastest CAGR of 22.1% during the forecast period. This growth can be attributed to the genre's increasing popularity in the market, particularly amongst teenage girls and young women. The demand for romantic manga comics that depict stories of love, relationships, and emotional struggles is rapidly rising.

Content Type Insights

Based on content type, the digital segment led the market with the largest revenue share 94.7% in 2023 and is expected to continue to dominate the industry over the forecast period. The market is further bifurcated into printed and digital. The growth of the digital segment can be attributed to factors such as the rapid adoption of new technologies, increasing investment in research and development of new devices, emerging usage of e-readers and tablets, and a rise in digital manga platforms. Some popular digital manga platforms in Europe include Izneo, Crunchyroll, Comixology Europe, and Kindle Unlimited.

The printed segment is expected to experience a significant CAGR of 16.2% over the forecast period. With the increasing popularity of physical books, the demand for paperbacks is rising as they are more affordable and convenient to carry around. In addition, the growing number of manga collectors is contributing to the growth of this segment, as they prefer to own physical copies of their favorite manga series.

Distribution Channel Insights

Based on the distribution channel, the market is bifurcated offline and online. The online segment held the largest revenue share in 2023. One of the key drivers of the online segment is the growing popularity of e-commerce platforms. These platforms have a well-established supply chain that makes it easier for customers from foreign countries to access manga, opening up new opportunities for publishers and distributors to expand their reach beyond traditional markets and tap into a global audience.

Moreover, the online segment provides a broader range of options and convenience to customers, enabling them to browse and purchase manga from the comfort of their homes. It led to the emergence of numerous online marketplaces specializing in manga and related content, catering to consumers diverse needs and preferences worldwide.

The offline segment is expected to grow at the fastest CAGR during the forecast period. This trend is being driven by the establishment of brick-and-mortar stores that cater specifically to anime and Japanese pop culture enthusiasts. These stores offer a unique shopping experience to anime and manga fans, allowing them to browse and purchase merchandise in person, which cannot be replicated online. These specialized stores stock a wide range of products, including anime DVDs, manga comics, action figures, collectables, cosplay costumes, and other anime and manga culture merchandise.

Gender Insights

Based on gender, the male segment dominated the market in 2023 and is projected to grow at a significant CAGR during the forecast period. The availability of diverse manga genres catering to different interests and preferences of male readers is driving market growth. Genres such as action, adventure, fantasy, science fiction, and sports attract a wide range of male audiences, leading to increased consumption.

The female segment is anticipated to witness the fastest CAGR of 23.9% during the forecast period owing to the emerging female-oriented titles. The portrayal of strong, relatable female protagonists in manga resonates with female readers in Europe. Characters who overcome challenges to pursue their goals and exhibit agency and independence serve as role models, fostering a connection with female audiences and driving engagement.

Audience Insights

Based on audience, the adult segment dominated the market in 2023 and is projected to grow at a significant CAGR over the forecast period. The segment growth can be attributed to the growing need for stress relief, increased usage of digital devices, and rising disposable income. The ever-increasing popularity of manga among the adult demographic has led to a surge in demand for diverse content that caters to their varied tastes and preferences.

The children and kids segment is expected to witness the fastest CAGR during the forecast period. The distinctive and colorful art style of manga attracts children and kids in the Europe market. Vibrant illustrations, expressive characters, and dynamic action sequences capture the imagination of young readers, making manga visually appealing and engaging, driving the segment.

Country Insights

UK Manga Market Trends

UK dominated the market with the revenue share of 12.7% in 2023 and is projected to grow at a significant CAGR during the forecast period. The UK manga market is driven by its culturally diverse population and the global appeal of manga as a form of entertainment. Manga's popularity transcends cultural boundaries, attracting readers from various backgrounds and demographics in the UK, including fans of Japanese culture, anime enthusiasts, and mainstream readers.

Germany Manga Market Trends

The manga market in Germany is expected to witness the fastest CAGR during the forecast period. German manga publishers invest in localization and translation efforts to make manga accessible to German-speaking audiences. Translated editions allow readers who may not be proficient in Japanese to enjoy a wide range of manga titles, driving market growth.

Key Europe Manga Company Insights

Some of the key players operating in the market include Glenat, Kurokawa, Kazé, Carlsen Comics, Tokyopop Germany, Panini Comics, Hachette Distribution Services, Cultura, and Fnac.

• Glenat is a publisher of both shonen hits like Attack on Titan and My Hero Academia alongside shojo classics like Fruits Basket and Fullmetal Alchemist. They delve into seinen with Vinland Saga and Akira, demonstrating genre versatility

• Kurokawa is renowned for manga such as Berserk and Vagabond, they cater to mature audiences seeking complex narratives and dark fantasy. In addition, they publish manga titles like Claymore and Monster

Hachette Distribution Services, Cultura are some of the other market participants in the Europe manga market.

• Cultura is a French books, toys, games, and music instrument provider. It also caters the diverse need of manga in French language

• Hachette Distribution Services is a UK-based inventory and warehousing service for publishers. It is also one of the largest suppliers of manga in UK

Recent Developments

• In October 2023, Crunchyroll presented its licensed anime adaptations of manga including, My Hero Academia, Chainsaw Man, Solo Leveling, and Jujutsu Kaisen at the Brand Licensing Europe 2023 event. These anime adaptations are highly popular amongst manga readers

• In November 2022, Viz Media, an online entertainment platform, partnered with Boutique Licensing Agency (BLA), a licensing expert, as its Europe region agent. With this partnership the company aims to expand its presence globally

Europe Manga Market Report Scope

Europe Manga Market Report Segmentation

This report forecasts revenue growth at 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 Europe manga market report based on content type, distribution channel, genre, gender, audience, and country:

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

  • Printed

  • Digital

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

  • Offline

  • Online

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

  • Action and Adventure

  • Sci-Fi and Fantasy

  • Sports

  • Romance and Drama

  • Others

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

  • Male

  • Female

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

  • Children and Kids

  • Teenager

  • Adults

• Country Outlook (Revenue, USD Million, 2018 - 2030)

  • Europe

    • Germany

    • UK

    • France

    • Italy

    • Spain