Which Manga Brands Are Climbing the Ranks in U.S. Consumer Awareness - And Why

The U.S. manga market has experienced significant growth over the past decade, driven by the increasing crossover appeal of anime, global fandom culture, and the promotion of manga-based content by streaming platforms such as Crunchyroll and Netflix. As manga becomes more integrated into mainstream entertainment, understanding brand perception has become essential for publishers and content distributors. The readership of manga in the U.S. encompasses a diverse range of age groups, with Gen Z and Millennials constituting the largest segment of consumers.

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Unaided Awareness assesses brands that respondents mention on their own, without prompting, capturing a broader view of mental availability. In this category, "My Hero Academia" ranked highly, with 34% of respondents recognizing it among their top-known brands, likely propelled by the success of recent anime seasons and digital engagement. "Attack on Titan" was next at 29%, demonstrating its extensive market penetration through streaming and pop culture discussions. Established titles like "One Piece," "Naruto," and "Dragon Ball" continued to dominate unaided mentions, reflecting their enduring brand equity. Notably, newer series such as "Jujutsu Kaisen" and "Demon Slayer" have gained traction, with unaided awareness levels at 15% and 19%, respectively, particularly among younger, digitally native consumers accessing content through platforms like Viz Media, Shonen Jump app, or Manga Plus.

Aided Awareness evaluates consumer recognition when presented with a list of manga brands, helping to identify latent familiarity that may not manifest spontaneously. In this dimension, classic brands like "Naruto," "Dragon Ball," and "One Piece" enjoyed recognition levels exceeding 80%. "My Hero Academia" followed closely at 75%, and "Attack on Titan" reached 70% in aided awareness. Meanwhile, "Demon Slayer" and "Jujutsu Kaisen" showed promising growth, achieving aided awareness levels of 63% and 57%, respectively. This increase in familiarity for newer titles can be linked to strategic localization efforts, effective licensing, and improved streaming access.

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