Popular Shows Drive Brand Sales More Than Sports
Streaming hits like “Stranger Things,” “Emily in Paris,” and “Wednesday” help brands sell products at a rate 30 % higher than most other entertainment properties, according to new data released by a global marketing firm. The study was presented at an industry conference in London and shows that fans of these series are more likely to buy related goods than fans of sports teams or classic cartoon characters.
How the Platform Works
The research is part of a platform that matches brands with fan communities based on:
- What they like
- How they behave online
- Their buying intentions
The firm has been running this tool in Japan since 2020 and is now rolling it out to the United States, United Kingdom, India, and Greater China.
Data Collection
- 21,000+ online interviews conducted in December across the four markets
- Survey covered about 200 titles from anime, gaming, film, TV, sports, music, and creators
- In Tokyo the company’s team now tracks more than 400 intellectual properties (IPs)
Key Findings
- Entertainment IPs—superhero movies, adventure series, kids’ cartoons—turn fans into buyers 2–4 times faster than major sports events
- In the U.S., anime is as culturally relevant to Gen Z as the NFL
- In Taiwan, anime tops all other entertainment categories for adult viewers
Strategic Insights
General Manager
The platform gives global brands a strategic edge by building new local datasets and combining them with long‑standing fan expertise. Brands should let the IP lead the conversation, turning short spikes in sales into lasting fan loyalty.
Chief New Ventures Officer
Marketing wins come from spotting cultural trends and turning that excitement into steady brand growth. Fandom is now one of the best indicators of long‑term value for a brand.
Operations
- The Tokyo office manages over 100 brand–IP collaborations each year
- Holds stakes in more than 60 anime titles
- Local teams in New York, London, Mumbai, and Shanghai handle delivery in their regions
