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)

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