Anime’s Impact on Music Discovery

By Jaime Marconette
, Sr. Director Music Insights & Industry Relations
Sr. Director Music Insights & Industry Relations
September 12, 2023
— 3 min read
By Jaime Marconette
, Sr. Director Music Insights & Industry Relations
Sr. Director Music Insights & Industry Relations
September 12, 2023
— 3 min read

Yesterday, at the All That Matters conference in Singapore, Luminate VP, International Helena Kosinksi delivered a presentation on the Asian music market. The presentation, Global Music & Metrics: A Data-Driven Overview of the Asian Music Industry, set the stage for the day’s panels and discussions by providing attendees with an overview of the Asian streaming landscape including country-by-country streaming growth and recent trends in language. Additionally, Kosinski detailed a case-study on how Anime helps drive music discovery and provided a path for Japanese duo Yoasobi’s song “Aidoru” to go global.

Yoasobi’s song “Aidoru” serves as the opening theme for the popular Anime series, Oshi no Ko, and through the case study Kosinski showed the song’s growth in specific regions tied to the show’s global release schedule. Much like sync placements that have fueled growth of tracks in the US, this placement helped propel the song to substantial growth.

The original (Japanese language) version of “Aidoru” was released on April 12, 2023 just ahead of the show’s premiere in Asian territories on April 23rd. Japan carried the most significant share of “Aidoru” streams worldwide with 722.71m Total On-Demand (Audio + Video) streams through the week ending June 29, 2023. This is 65% of the Global share during this time period, yet significant gains were seen throughout Asia, North America, Europe and South America in line with the Oshi no Ko anime series and its marketing milestones.

Yoasobi 'Aidoru' Japan Total On-Demand Audio + Video Streaming. There is a steep increase from April 2-April 16 with the 'Oshi no Ko' premiere to around May 28 with the 'Oshi no Ko' English dub premiere & 'Aidoru' English version release.

Music discovery through Anime helped fuel the global growth of “Aidrou.” Specifically, in key countries the generations that discover music through Anime are also those most likely to be high streamers of music. According to Luminate Insights consumer research data:

39% of Millennial music listeners in Japan discover music through Anime. 31% of Gen Z music listeners in Indonesia discover music through Anime. 22% of Gen Z music listeners in The Republic of Korea discover music through Anime. 18% of Gen Z music listeners in the U.S. discover music through Anime.

An English language version of “Aidoru” (“Idol”) was released on May 26, 2023 to coincide with the English-dub launch of Oshi no Ko in additional territories and this expansion helped the song reach new heights in North America, Europe and South America.

Yoasobi 'Aidoru' Continent View Excluding Asia Total On-Demand Streaming (Audio + Video). There is a steep increase from April 2-April 16 with the 'Oshi no Ko' premiere and 'Aidoru' track release to around May 28 with the 'Oshi no Ko' English dub premiere & 'Aidoru' English version release.

Want to learn more about the Asian music market and how Anime can help fuel music discovery? Download Helena Kosinski’s full presentation Global Music & Metrics: A Data-Driven Overview of the Asian Music Industry here.

The annual All That Matters conference spotlights the Asian Music, Sports, Gaming, Media and Entertainment industries.

Sources:
Luminate Japan Country-Level Data 2023
Luminate Global Country-Level Data 2023.
Luminate Insights Music 360 – Japan, Indonesia, Republic of Korea, United States

Upcoming

By Grant Gregory
April 16, 2024
— 3 min read

More Stories

Let Luminate unleash your most essential data

Explore Our Range of Products

As entertainment’s preeminent data and insights company, our services unlock the most trustworthy information across music, film and television.

Request a demo for our subscription-based music platform or our data management and matching services.

Inquire about our verified film & TV metadata and DEI entertainment information and resources.

Inquire about consultative services available in global research, audience insights and brand marketing across all entertainment.

Interested in Luminate Music?

Request a demo for our subscription-based music platform or our data management and matching services.

Interested in Luminate Film & TV?

Inquire about our verified film & TV metadata and DEI entertainment information and resources.

Interested in Luminate Insights?

Inquire about consultative services available in global research, audience insights and brand marketing across all entertainment.