In a survey conducted by Content Business Lab on behalf of Hakuhodo DY Holdings of Hakuhodo Inc., it was revealed that Demon Slayer has more reach in Japan and also it stimulates the readers to spend money on the IP. The survey is called Content Fan Consumption Behaviour Study 2022.
The data was released on September 7, 2022 and was reported by DY Media Partners. The survey was conducted to find out which anime IP has maximum reach in Japanese market and also which anime generates more spending power.
Ranking of Reach and Spending Power in 2022
No. 1 Demon Slayer
No. 2 Jujutsu Kaisen
No. 3 Detective Conan
No. 4, One Piece.
No. 5 Shingeki no Kyojin
No. 6 Official Mustache Man-dis
No.7 Neon Genesis Evangelion series
No. 9 Doraemon
No. 10 Tokyo Revengers
No. 1 Demon Slayer
No. 2 Monster Strike
No. 3 Kanjani Eight
No. 4 Pokemon
No. 5 Jujutsu Kaisen
No.8 ONE PIECE
No.9 Snow Man
No.10 Mobile Suit Gundam series
As we can see, Demon Slayer topped in both the lists beating industry big-weights like Jujutsu Kaisen, Detective Conan, One Piece, and Attack On Titan.
The reach of Demon Slayer was 14.85 million beating Jujutsu Kaisen with reach of 10.47 million. While the formers ability to create revenue was a staggering 43 billion yen whereas Monster Strike who came in second could create spending ability of 39.5 billion yen.
The ability to stimulate spending does not necessarily correspond to the ability to have maximum reach. In the content category, Pokemon and ONE PIECE were No. 4 and No. 9, respectively. Whereas Mobile Suit Gundam series and Fate series, which are not in the top 20 in terms of reach, are ranked 10th and 11th, respectively.
The survey also showed that the average per capita spending on content in 2021 was 60,653 yen, which was less by 6,548 yen from the previous year. Package, related goods, and smartphone/tablet content spending all dropped, while real events grew.
The 2020 Corona Disaster saw an increase in consumption of digital services such as games and manga. This has now reversed with the easing of restrictions on outings and events.
The average annual spending by age group was highest among teens (15-19 years old) at 89,774 yen, with a trend of decreasing as the age group increases to 39,091 yen among those in their 60s.
Source: Animation Business