Anime Goes Mainstream in India: 96% Watch on Smartphones, While 72% Buy Anime Apparel

Anime in India is becoming an increasingly integrated part of everyday life, according to a new survey conducted by Hakuhodo India. The study, which targeted Japanese anime viewers across eight major Indian cities, revealed a strongly mobile first viewing culture, widespread use of anime as a social communication tool, and a preference for wearable merchandise over collectible goods.

Smartphones Dominate Anime Viewing in India

When respondents were asked which devices they use to watch anime, 95.9% said smartphones, making mobile devices by far the most popular viewing platform.

Televisions ranked second at 72.3%, followed by computers at 37.8% and tablets at 19.8%. The findings suggest that anime is consumed throughout the day, including during commutes, short breaks, and before bedtime, with smartphones serving as the primary gateway to content.

Regarding streaming platforms, paid video on demand services dominated the rankings. Netflix was the most used platform at 74.0%, followed by JioHotstar and Disney+ at 69.1%, YouTube at 68.8%, and Amazon Prime Video at 56.4%.

Traditional television channels such as Cartoon Network still maintained a notable presence, with 48.0% of respondents reporting usage, indicating that both digital and conventional viewing methods continue to coexist.

Hindi Dubs Lead, While Subtitle Viewers Prefer English

The survey also examined language preferences when watching Japanese anime.

Among respondents, 61.1% preferred dubbed versions, significantly exceeding the 35.1% who favored subtitled content.

For dubbed anime, Hindi was the overwhelmingly preferred language, selected by 73.1% of viewers. Meanwhile, among subtitle users, English subtitles were favored by 68.9%.

The results suggest a clear divide between viewers who prefer a more localized and accessible viewing experience through dubbing and those who choose to follow the original audio while reading English subtitles.

Anime Functions as a Social Language Among Friends

Anime in India is increasingly serving as a shared cultural reference point among younger audiences.

The most common anime related activity was discussing anime with friends, selected by 66.0% of respondents. Other popular activities included posting about anime on social media at 44.3% and participating in anime viewing parties with friends at 36.8%.

These findings indicate that anime has evolved beyond simple entertainment and now plays an important role in social interaction and community building.

At the same time, more dedicated fan activities remain relatively limited. Only 22.3% reported attending anime events, while cosplay participation stood at just 10.5%.

This suggests that offline anime fandom in India is still developing and may offer significant growth opportunities in the future.

Spending Remains Modest Despite High Engagement

When asked about anime related spending over the past six months, employed respondents most commonly reported spending between 1,500 and 2,000 Indian rupees, while students and homemakers most frequently spent between 500 and 1,000 rupees.

Converted to Japanese yen, these amounts represent approximately ¥2,550 to ¥3,400 and ¥850 to ¥1,700 respectively.

According to the survey, anime related expenditures account for only around 0.3% to 0.4% of average monthly household income, indicating that consumer spending has not yet fully caught up with the enthusiasm shown by viewers.

Industry observers believe that expanded merchandising, events, and other monetization efforts could significantly accelerate market growth.

Anime Merchandise Is Meant to Be Used, Not Displayed

The survey also revealed a distinct preference for practical merchandise.

Among anime goods purchased by respondents, apparel such as T shirts and hoodies ranked first at 72.1%. Stationery followed at 66.7%, accessories at 56.3%, and bags and backpacks at 55.8%.

In contrast, traditional collector focused products ranked lower. Figures and plastic models were purchased by 31.3% of respondents, while acrylic stands reached only 18.7%.

The findings suggest that Indian anime fans often view merchandise as a form of self expression that can be incorporated into daily life rather than as display oriented collectibles.

Hakuhodo India: “The Time Is Now” for Entering the Market

A Hakuhodo India researcher noted that the country's active anime audience has reached approximately 150 million people, while total anime viewing time has grown rapidly, making India the world's third largest anime viewing market and increasing by 16% year over year according to industry estimates.

The researcher commented:
"The core audience consists primarily of people in their teens through thirties. Global hit anime titles tend to perform strongly in India as well. The combination of a massive user base and high engagement demonstrates significant monetization potential. Based on these realities, we titled this study 'The Time Is Now' because we believe this is an ideal opportunity for companies to enter the Indian market and benefit from first mover advantages."

The survey was conducted by Hakuhodo India among anime viewers aged 15 to 39 in eight major Indian cities. Participants were required to demonstrate a strong interest in anime, be able to recall at least one anime title unaided, have watched anime within the past three months, and subscribe to an OTT streaming service.

Currency conversion in the survey was calculated at 1 Indian rupee = 1.7 Japanese yen.

Source : ORICON NEWS