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JETRO Releases Report on Anime Content in U.K.,
posted on by Rafael Antonio Pineda
The Japan External Trade Organization (JETRO) released its report on the Japanese content market in the United Kingdom and in March. The report noted that anime-related content forms the majority of the Japanese screen content present in the market for both countries.
The report highlighted the demographic differences in animation consumers and marketing between the U.K. and . Animation is seen as more of a niche product in the U.K., and there is more focus on the children's demographics. For anime, the dominant shows are still Beyblade, and other kids-oriented programming. However, subscribers to streaming services in the U.K. are more inclined toward mature anime, despite such anime having difficulty breaking into the mainstream.
In contrast, 40% of people over the age of 18 in are consumers of animation. The country ranks fourth in the number of contracts with Japanese anime production companies, behind the United States, South Korea, and Taiwan. Television channels that broadcast non-Japanese animation are largely aimed at children, while anime is seen as targeting teenagers and older.
The importance of television in the U.K. market remains unchanged, but streaming is growing. Content aimed at streaming audiences is also growing in .
Both markets have a small home video market in comparison to the number of s of streaming services such as Amazon Prime Video.
Sources: Tadashi Sudo)
