Is It True That Horizontal-Reading Manga Are Hard to Read Overseas?

With the rise of digital consumption, there’s been increasing talk that “Japanese horizontal-reading manga are hard to read for overseas users, leading to the rise of vertical-scrolling webtoons.” But is horizontal reading truly the bottleneck to globalization?

“While global webtoon hits like Solo Leveling have emerged, many overseas manga fans still primarily enjoy reading on PCs. Among MAL users, PC and smartphone use is about 50/50. I believe Solo Leveling succeeded because it’s simply an excellent work, not because webtoons are inherently easier to read,” said Mizoguchi.

Indeed, feedback from the MAL community supports this:

“In Western markets, DC and Marvel comics, which are also horizontally read, have long been hugely popular. In the early days of manga publishing overseas, publishers even mirrored or flipped the pages for easier reading, but that practice quickly disappeared. This shows that reading from right to left isn't inherently difficult for overseas readers. If some users find webtoons easier, it’s mainly when reading on smartphones.”

Mizoguchi added:

“Webtoons are designed for smartphone consumption, while manga were created for physical reading. Manga often doesn’t fit narrow smartphone screens well, requiring zooming in and out to read text and appreciate fine details—an experience more cumbersome than simply scrolling down a webtoon.”

Thus, the structure of horizontal reading is not what’s holding back manga’s global expansion. A harsher reality became apparent: piracy.

Piracy: A Major Factor Behind Overseas Manga Consumption

“Actually, many overseas manga fans use piracy sites. That means even untranslated Japanese manga are being enjoyed ‘as-is,’ without modifications. This suggests that horizontal reading isn’t seen as a major issue by overseas fans,” explained Hiromi Tanaka, General Manager of MyAnimeList.

Although piracy is rampant overseas, Japanese publishers and platforms are increasingly launching official manga distribution services targeting international audiences. What’s the actual adoption rate like?

“Among domestic services, Shueisha’s MANGA Plus and Kodansha’s K MANGA are widely used. Both are praised for releasing manga simultaneously with Japan and offering the latest chapters for free. MangaPlaza, which has a strong lineup of titles aimed at women, is also steadily growing its share. Other services like NTT Docomo’s MANGA MIRAI are expanding the platform landscape,” Tanaka explained.

Outside of Japan, Amazon’s Kindle remains the most used official platform.

“However, because Kindle isn’t specialized for manga, many users, knowing it’s wrong, still turn to piracy platforms because they offer a more ‘user-friendly’ and comprehensive selection,” Tanaka noted.

Despite the increase in official overseas platforms, a truly comprehensive service that aggregates works from all publishers—like what’s available in Japan—is still lacking. Paradoxically, the most complete manga catalogs are found on piracy sites.

Source : ORICON NEWS