The manga market - France

Since 2020, the global manga market has experienced significant growth, thanks in particular to the popularity of digital formats and new works. In Japan, the sector grew by 23.01% in value, with sales of digital manga exceeding sales of paper manga for the first time, reflecting a change in consumer habits. The rise of South Korean webtoons has also contributed to market expansion, with growth projections estimating the global market size at $56.1 billion by 2030. In France, the manga consumer base has broadened, with an increase in the number of female readers and a widening of the age range interested in the genre. Scantrad, the illegal online distribution of scanned manga chapters, represents a major challenge for the market, with an estimated loss of 1.6 billion euros for Japan in 2020 due to piracy. Despite this, the French market remains less digitized, with a preference for paper formats. The Covid-19 pandemic has also played a role in boosting readership, and initiatives such as the French government's "Pass Culture", which provides funds for cultural purchases, are further stimulating the market. Overall, the manga market has been revitalized, marked by innovation, digital consumption and strategic responses to piracy and market demands.

Manga market trends and dynamics in France

The French manga market has enjoyed a resurgence in popularity, particularly since the onset of the Covid-19 pandemic. This renewed interest is reflected in a variety of consumer trends, technological impacts and external cultural influences that are shaping demand for manga in France. One of the main characteristics of the French manga readership is the predominance of a young population. A large proportion of manga buyers are under 40, and many of them are women. The consumer base also shows an affinity for digital formats. However, in the French market, there is a notable attachment to the paper format despite the growing trend towards digitization.

An analysis of demand reveals several fascinating elements: young readers under 30 make up the majority of the manga audience. Men, who account for around 55% of readers, slightly dominate the demographic profile. Consumer preferences are strongly oriented towards the Shonen genre, with action and adventure themes appealing mainly to boys under 15.

Another point of interest is the spending trend: manga consumers spend between 100 and 300 euros a year, testifying to their loyalty and enthusiasm for this medium. One of the main driving forces behind the rise in manga consumption could be the various adaptations of manga. As well as being available in print, manga are often turned into animated series or films, broadening their appeal.

The growing interest of the French in Japanese anime, particularly during periods of abstention from the pandemic, has contributed to the amplification of manga sales. In particular, measures such as the French government's "pass culture" scheme, which gives 18-year-olds a 300-euro budget for cultural purchases, have played a part in this growth, with manga accounting for more than half the book sales generated by the program. On the other hand, the issue of piracy, particularly through Scantrad, represents a major challenge.

Scantrad, the unauthorized digitization and translation of manga chapters, has a considerable impact on the market, with losses estimated at between hundreds of millions and billions of euros. This is why publishers and government agencies are taking initiatives to effectively combat this form of piracy. To sum up the market overview, the French manga sector stands out for its young demographic profile, its predominantly male readership, its penchant for shonen content and its strong resistance to the complete digitization of the medium. The affordability and variety of manga could be factors contributing to market growth, complemented by government initiatives encouraging cultural spending among young people. Piracy also represents a risk for the ecosystem.

Dominant forces in the manga landscape: the main publishers and distributors shaping the French market

The French manga market, a veritable hub of cultural exchange and entertainment, is supported by a network of key players who have carved out a significant role for themselves in the industry. The market is marked by a constellation of publishers and distributors, whose influence and strategic operations determine the flow of manga titles from creators to consumers.

• Glénat is one of the pioneers of the French manga industry, having pioneered the introduction of translated manga in France in the 1980s. The publisher boasts a rich catalog of classic titles such as "Dragon Ball", among others, which have defined and continue to shape the French manga scene. Glénat's legacy is not just historical; it remains a steadfast contributor to the market, nurturing and introducing new talent and stories to an eager public.
  
  
• Shueisha is another titan of the manga world, albeit from Japan. This publishing house is not only famous for its own range of legendary manga, such as "One Piece", but also for its strategic moves in the global market, including the acquisition of stakes in other publishing entities to strengthen its presence and influence. The fusion of Shueisha's intellectual capital with local French know-how, through VIZ Media Europe, illustrates the geographical and cultural bridges built in the world of manga.
  
  
• Crunchyroll has played a pioneering role in adapting to the constant evolution of media consumption habits. Its platform offers a myriad of anime, translating the rich stories of manga into animated form to reach audiences who prefer the screen to the page.
  
  
• In a market characterized by extensive digitization, Hachette, Interforum Editis, MDS and Delsol are the behemoths that control the intricacies of manga distribution and distribution. These entities are essential cogs in the machinery that ensures timely, extensive and efficient distribution of manga to various outlets across France. Their extensive networks and infrastructural capabilities enable them to handle large volumes of manga, making them indispensable partners for publishers seeking to break into the physical manga market.
  
  
• Mention should also be made of specialist bookshops such as Komikku Éditions in Paris, which not only offer meticulously selected manga selections, but also enhance the consumer experience with manga-related items.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 25/04/2024

Summary and extracts

List of charts

• Sales value in billions of yen on the Japanese manga market
• Sales value in billions of yen on the Japanese manga market, segmentation between digital and paper sales.
• Paper manga sales by distribution channel
• Different profiles in publishing markets
• Profiles of manga buyers by genre
• Percentage of an age group having read a type of manga in the year 2020 - among manga readers.
• Distribution and evolution of manga and comic book readers by age group
• Distribution and evolution of manga/comics readers by gender
• Sales of the three main manga genres
• Consumption of digital books by legal status
• Percentage of manga readers declaring to have read a manga in 2021, by format
• Percentage of comic book consumers declaring in 2021 that they intend to increase their consumption via a digital format
• Evolution of "Crunchyroll" Search
• Average google trends "manga
• Manga price breakdown
• Breakdown of value sales in the manga sector in 2019
• Sales trends in the manga segment
• Breakdown of BD/MANGA sub-sector sales (%)
• Trend in the market share of the comics/manga sub-sector within the Literature sector