Hakuhodo Conducts Survey on Consumer Awareness of Japanese Anime IP in India

Hakuhodo Inc. (Headquarters: Minato-ku, Tokyo; President & CEO: Kenji Nagura; hereinafter "Hakuhodo"), spearheaded by its Indian subsidiary Hakuhodo India Pvt. Ltd. (hereinafter "Hakuhodo India"), has conducted a fact-finding survey on the awareness and behaviors surrounding anime consumption among viewers and users of Japanese anime IP in India.

In recent years, the popularity of Japanese anime has been growing rapidly in India, especially among young people, and significant market growth is expected. To capture these trends from a consumer perspective, Hakuhodo India conducted a survey targeting the "anime-viewing consumer segment" in eight major Indian cities. The results of analyzing viewing behaviors, related activities, and actual consumption revealed interesting realities unique to India. These include the widespread adoption of a mobile-first viewing environment centered around smartphones and the functioning of anime as a "common language" for communication that sparks conversations among friends. An overview of the results is reported below.

*Anime-viewing consumer segment: Individuals aged 15-39 with a high level of interest in anime, who can recall at least one anime title unaided, have watched anime within the past three months, and are subscribed to an Over-The-Top (OTT) streaming service.

<Survey Results Summary> - [Viewing Devices] Smartphones account for the overwhelming majority at 95.9%, followed by televisions at 72.3%. - [Viewing Platforms] Digital viewing through OTT and other services is central, while traditional TV channels also see a certain level of use. - [Audio and Language] 60% of viewers prefer dubbed versions, with Hindi being overwhelmingly popular. Those who watch subtitled versions prefer English. - [Anime-Related Activities] The most common activity is "having fun talking about anime with friends" at 66%, with posting on social media also ranking high. - [Anime-Related Expenditure] The most common spending range is 1,500-2,000 rupees (approx. 2,550-3,400 yen) for employed individuals, and 500-1,000 rupees (approx. 850-1,700 yen) for students and full-time homemakers. - [Anime Merchandise Purchases] Apparel is the most purchased item at 72.2%, followed by stationery and accessories. *Calculated at 1 rupee = 1.7 yen.

<Detailed Survey Results> ■ [Viewing Devices] The vast majority of anime viewers in India watch on smartphones, and the mobile-first viewing environment has established anime as a daily habit. When asked about the devices used to watch anime, smartphones accounted for the overwhelming majority at 95.9%, followed by televisions at 72.3%, personal computers at 37.8%, and tablets at 19.8%. Smartphone viewing has become mainstream, indicating that an environment is in place where anime is watched in all sorts of daily life situations, such as while commuting, during short breaks, or before going to bed.

[Viewing Platforms] While digital viewing such as OTT is central, traditional TV channels are also used to a certain extent, forming a viewing environment where digital and analog are integrated. When asked about the viewing platforms they use, Netflix was the highest at 74.0%, followed by JioHotstar/Disney+ at 69.1%, YouTube at 68.8%, and Amazon Prime at 56.4%, with OTT services dominating the top spots. On the other hand, traditional TV broadcasts still maintain a certain usage rate, with Cartoon Network at 48.0% and other TV channels at 41.0%.

[Audio and Language] Many viewers prefer dubbed versions, with Hindi garnering overwhelming support. Meanwhile, English is most preferred for subtitles, showing a split in language preference between the "dubbing faction" and the "subtitle faction." When asked about their audio settings when watching Japanese anime, dubbed versions accounted for the majority at 61.1%, followed by subtitles (with original Japanese audio) at 35.1%, and no subtitles (original Japanese audio only) at 3.8%. Many viewers seek a more localized audio experience rather than reading subtitles, which indicates that ease of viewing contributes to its appeal in the mass market. Among dubbed languages, Hindi stood out prominently at 73.1%, followed by English at 21.6%. On the other hand, for subtitle language settings, English was the most preferred at 68.9%, while Hindi remained at 23.3%. The contrast between those who want to easily enjoy anime in Hindi audio and those who read English subtitles highlights the differing language preferences of the two groups.

[Anime-Related Activities] The most frequent activity is "having fun talking about anime with friends," and posting and sharing on social media is also active. Anime functions not just as viewing content, but as a means of communication. When asked about anime-related activities, "talking about anime with friends" was the highest at 66.0%, followed by "posting about anime on social media" (44.3%), "following influencers and anime creators on social media" (43.4%), and "having anime watch parties with friends" (36.8%). Activities centered around connecting with others, whether online or offline, ranked high. It is evident that anime serves as a common language for communication that generates conversation and interaction among friends and peers. On the other hand, deeper fan activities such as "cosplay" (10.5%), "attending anime events" (22.3%), and "joining anime clubs" (20.7%) remain at a limited percentage. Compared to markets in other countries, offline otaku culture consumption is still developing, suggesting that there is room for growth.

[Anime-Related Expenditure] When asked about the amount spent on anime-related items over the past six months, the 1,500-2,000 rupee range was the most common (35.3%) among employed individuals, while the 500-1,000 rupee range was the most common (36.8%) for students and full-time homemakers. However, responses from both groups were concentrated in the 500-2,000 rupee range, showing that the difference in expenditure levels based on employment status is relatively small. High spenders exceeding 6,000 rupees accounted for only 2.1% of employed individuals and 2.9% of students/homemakers, indicating that heavy spenders are still a minority. Furthermore, converting the 1,500-2,000 rupee expenditure to a monthly amount results in approximately 250-333 rupees (divided by 6 months), which accounts for a mere 0.3-0.4% of the average monthly household income (approx. 90,000 rupees). Compared to the level of passion for anime and the high frequency of viewing, the conversion into consumption expenditure is still limited, indicating that content viewing currently