Dentsu’s new Consumer Navigator study, Anime: A Growing Opportunity for Brands, reveals how anime has shifted from nostalgic childhood entertainment to one of the most important cultural and commercial forces shaping Saudi Arabia’s next generation. The research, drawn from a nationally representative panel of 1,400 consumers across the Kingdom, positions anime as a dominant youth language – one that informs identity, fuels creativity and increasingly guides how audiences connect with brands.
According to the study, anime’s rise is overwhelmingly youth-led, with 62.3 per cent of Saudi anime fans under the age of 35. This young audience is not only watching anime, but actively folding it into their cultural identity. Among 18–24-year-olds, quality narratives and artistic creativity are strong drivers of the fandom, with 62 per cent saying they enjoy the unique worlds and stories, complex emotions and character development that anime provides, while 28.4 per cent connect most with its emotional depth, complex characters and distinctive storytelling. Many also view anime as an alternative to what they describe as repetitive regional and Hollywood content, indicating that its appeal stems as much from cultural differentiation as it does from nostalgia.
The report highlights that engagement levels in Saudi Arabia are among the highest globally. Fans in the Kingdom (31 per cent) watch anime daily, a rate nearly three times higher than international Gen Z and Millennial averages. This intensity is supported by a diverse viewing ecosystem powered largely by OTT platforms, which account for 55 per cent of national anime consumption. Shahid, YouTube and Netflix appear as the top streaming destinations, while TV broadcast contributes 25 per cent of viewing and theatrical releases just 5 per cent. The format split skews towards long-form series, which represent 47 per cent of all viewing, compared with 33 per cent for movies and 20 per cent for short films.
Saudi anime fan behaviour
The report also take a detailed look at how Saudi anime fans participate in culture. The data shows a highly active ecosystem in which audiences are not only consuming content but producing and circulating it at scale. Saudi fans are twice as likely as their US counterparts to host their own anime-related livestreams and podcasts, with 17 per cent already doing so, underscoring how fandom here is evolving into a creator-driven marketplace. Consumption of community-led content is equally strong, with 45 per cent watching livestreams or listening to anime podcasts, while 49 per cent read reviews and 27 per cent engage through Reddit communities. The participatory nature of fandom extends across platforms, from the 29 per cent who join Discord channels and the 24 per cent who curate anime-focused Pinterest boards, to the 35 per cent who post anime content on social media.
The commercial layer is also emerging rapidly: 37 per cent of fans create and sell anime-inspired designs on online marketplaces, while 47 per cent play anime-themed video games. Offline engagement remains solid, with 20 per cent attending conventions, exhibitions or themed events. This collective behaviour positions anime not simply as a viewing habit but as an active cultural economy, where content creation, community participation and self-expression are connected.
This participation extends into gaming, one of the most influential entertainment sectors in the Kingdom. Just over half of Saudi anime fans play anime-based video games, and 43.9 per cent play games rooted in manga IP. As the Esports World Cup and local gaming studios continue to integrate anime narratives into gameplay, the medium’s influence in the interactive space is set to grow even further.
Saudi anime fans: receptiveness to brands
For brands, the strongest signal comes from consumer sentiment. The study finds that 67.83 per cent of Saudi anime fans view brands more positively when anime IP is incorporated into campaigns or products, with only a small minority – 2.61 per cent – responding negatively. This makes Saudi fans 1.6 times more receptive than the global average to brands engaging through anime, suggesting that IP integration is not only culturally relevant but commercially effective.
The appetite for reinterpretation is also notable: 51.7 per cent of fans say they are excited for live-action adaptations regardless of who produces them, indicating openness to Saudi or regionally led adaptations and branded storytelling rooted in anime aesthetics.
Anime’s expansion into the physical world reinforces its commercial momentum. From the Little Things Expo to Riyadh’s upcoming 500,000-square-metre Dragon Ball Z theme park, the Kingdom is building a large-scale experiential infrastructure around anime culture. Local creators like Njood Alkharboush, whose Haku Studio blends Japanese anime style with Khaleeji humour and identity, further illustrate anime’s localisation within Saudi creative expression.
As dentsu notes, the combination of high-frequency viewing, intense participation and strong brand affinity makes anime one of the most effective cultural touchpoints for marketers seeking long-term relevance with Saudi youth. In this market, anime is no longer just entertainment – it is a social language, a creative economy and increasingly, a commercial strategy. Brands that treat it as a cultural system rather than a campaign asset are the ones most likely to unlock its full value.
