Webtoons Market

Webtoons Market Size and Share: 

The global webtoons market size was valued at USD 9.17 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 97.19 Billion by 2033, exhibiting a CAGR of 28.50% during 2025-2033. Asia-Pacific currently dominates the market, holding a significant market share of over 28.9% in 2024. The market is majorly driven by the rising prevalence of smartphones, notable technological progress, substantial research and development (R&D) endeavors, and expansion in the media and entertainment sector along with increasing global internet penetration.

The global market is experiencing significant growth due to the increasing penetration of smartphones and high-speed internet, which are making digital content more accessible. For instance, as of January 2, 2025, about 4.69 billion individuals have a smartphone around the world and this is projected to reach 5.83 billion in 2028. According to industry reports, the number of smartphone users worldwide has increased by 38.38% since 2022, leading to 1.3 billion more smartphone holders. On average, individuals spend 3 hours and 45 minutes each day online on their smartphones, highlighting the substantial impact of mobile technology in daily life. Additionally, consumer preference for visually engaging and easily accessible entertainment is a significant growth-inducing factor for the market. Moreover, the adoption of diverse storytelling formats and interactive features is also attracting a wider audience, thereby fostering the market. Apart from this, strategic collaboration between webtoon creators and media production companies on the adaptation for movies and series, which in turn is propelling market growth. Also, the expanding user base in emerging markets is also contributing to its rapid development. 

The United States stands out as a key regional market, which is primarily driven by the escalating demand of consumers to consume content that is culturally diverse and localized, resonating with different demographics. For instance, As of January 2024, the United States reported 331.1 million internet users, representing 97.1% of the population. This marks an increase of 1.8 million users, or 0.5%, from the previous year. Additionally, there were 239.0 million social media users, accounting for 70.1% of the total population. Moreover, expanding usage of social media platforms for webtoon promotion is improving audience engagement and accessibility, thereby bolstering the market growth. Additionally, subscription-based models and in-app purchases are generating sustainable revenue streams for creators and platforms, which is supporting the market further. Besides this, the increasing popularity of webtoons in the merchandise and gaming industries is expanding their market reach, making webtoons a flexible entertainment medium for the masses.

Webtoons Market Trends 

Increasing popularity of smartphones 

The escalating popularity of smartphones is a pivotal factor propelling robust growth in various countries across the globe. As per reports, the number of smartphone users is anticipated to reach 6 Billion by 2027 worldwide. The ubiquitous presence of smartphones has revolutionized the way individuals access information, entertainment, and services. The seamless integration of advanced features, including high-speed internet, vibrant displays, and user-friendly interfaces, has transformed smartphones into multifunctional devices. In the context of the webtoons market analysis, the increasing adoption of smartphones has expanded the reach of digital content, making webtoons more accessible to a global audience. Smartphones serve as personalized entertainment hubs, allowing users to consume them conveniently anytime, anywhere. The intuitive touchscreens and enhanced graphical capabilities of smartphones enhance the visual appeal of these digital comics, providing an immersive experience for users. 

Rising trend towards digitalization 

The escalating trend towards digitalization is a paramount driver propelling substantial growth in the webtoons market share. According to reports, in 2023, 59% of all EU businesses reached a basic level of digital intensity. As societies increasingly embrace digital platforms and online experiences, there is a pronounced shift in consumer preferences towards digital content consumption. Webtoons, being a form of digital comics optimized for online viewing, perfectly align with this cultural transformation. The convenience of accessing webtoons through digital devices such as smartphones and tablets dovetails with the broader digitalization trend, offering users instant and portable entertainment. Digitalization facilitates the creation, distribution, and accessibility of them, breaking traditional barriers associated with print media. Webtoon platforms leverage digital technologies to enhance user experiences, incorporating features like interactive storytelling and multimedia elements.

Growing research and development (R&D) activities 

The rise in research and development (R&D) activities is a pivotal force propelling dynamic growth in the market. Increased R&D investments signify a commitment to innovation, encouraging the exploration of new storytelling formats, technological enhancements, and interactive features within these digital comics. This heightened focus on R&D is fostering the creation of captivating and immersive webtoon experiences, catering to evolving consumer expectations. Innovative developments driven by R&D initiatives include advancements in visual storytelling techniques, augmented reality integrations, and the incorporation of artificial intelligence for personalized content recommendations. Furthermore, R&D investments contribute to the refinement of these digital comics platforms, ensuring seamless user interfaces, improved accessibility, and enhanced functionalities.

Webtoons Industry Segmentation: 

IMARC Group provides an analysis of the key trends in each segment of the global webtoons market, along with forecasts at the global, regional, and country levels from 2025-2033. The market has been categorized based on type, revenue model, and application. 

Analysis by Type: 

• Comedy
• Action
• Sci-Fi
• Horror
• Romance
• Others

Comedy stands as the largest component in 2024, holding around 38.3% of the market. The dominance of this market is driven by the broad audience seeking entertainment and humor, making them highly popular and engaging. Social media platforms are being increasingly used for webtoon promotion, thereby improving audience engagement and accessibility. Additionally, subscription-based models and in-app purchases are generating sustainable revenue streams for creators and platforms. Besides, the increasing popularity of webtoons in the merchandise and gaming industries is expanding their market reach, making webtoons a flexible entertainment medium in the digital age.

Analysis by Revenue Model: 

• Subscription Based
• Advertisement Based

Advertisement based model leads the market in 2024. The advertisement-based revenue model is a dominating driving force in the market. In this model, platforms allow webtoon contents to be accessible for free users while generating their revenue from advertisement. Here, advertisers pay money for placements inside webtoons where they utilize platform's engagement of users to provide reach to its products or services. This model enables webtoon platforms to reach a massive number of users and democratize access to content, bringing digital comics within reach of diverse audiences. Targeted advertising in comics combined with the free-to-access model guarantees constant streams of revenue into the pockets of the platforms. 

Analysis by Application:

• Mobile
• Laptop
• Tablets
• Television

Mobile leads the market with around 53.3% of market share in 2024. The mobile application segment is a prime driver in shaping the market as it caters to the evolving preferences of users for on-the-go and portable content consumption. Digital comics optimized for mobile applications offer readers the flexibility to access and enjoy their favorite content seamlessly on smartphones and tablets. The user-friendly interfaces, touch-enabled navigation, and responsive design enhance the overall mobile experience, making comics easily accessible anytime, anywhere. As mobile devices become a part of everyday life, the "mobile" application segment captures a significant share of the webtoon market, attracting a diverse and global audience.

Regional Analysis: 

• North America 
  • United States 
  • Canada 
• Europe 
  • Germany 
  • France 
  • United Kingdom
  • Italy 
  • Spain
  • Others 
• Asia Pacific 
  • China 
  • Japan 
  • India 
  • South Korea 
  • Australia 
  • Indonesia 
  • Others 
• Latin America
  • Brazil 
  • Mexico
  • Others 
• Middle East and Africa 

In 2024, Asia-Pacific accounted for the largest market share of over 28.9%. The Asia Pacific region is one of the cornerstones in the developing market, where it has largely influenced the market's direction and contributed to its global status. Countries in this region, particularly South Korea, have created a rich cultural landscape for webtoon consumption; comics are integral to entertainment and reflect diverse narratives and storytelling styles. Successes in adapting comics into other forms of media as well as an ecosystem of support for creators, the region finds itself playing a pivotal role within the global webtoon landscape. The Asia Pacific region will continue to impact the world deeply, capturing their imagination through different genres of webtoons with distinctive storytelling.

Key Regional Takeaways:

United States Webtoons Market Analysis

The U.S. webtoons market is expanding rapidly, driven by several key factors. The widespread use of smartphones and tablets is making digital comics more accessible, aligning with the preferences of tech-savvy audiences. At least one tablet is owned by 53% of Americans in 2023, as per reports. This shift towards online entertainment is increasing the consumption of webtoons, especially among younger demographics. In line with this, the diversity of content available in webtoons is another significant driver. Genres, such as romance, comedy, action, and fantasy, cater to varied reader interests, broadening the appeal of webtoons across different age groups and cultural backgrounds. This variety attracts a wide audience, contributing to market growth. Apart from this, the rising number of social media users and influencer culture is benefitting in promoting webtoons. Creators and platforms are leveraging these channels to reach larger audiences, improving visibility and engagement. Additionally, the interactive nature of webtoons, with features such as comments and sharing options, fosters a sense of community among readers, further bolstering their popularity. Furthermore, monetization models, including subscription services and advertising, are making webtoons a profitable venture. Platforms offer free content alongside premium options, attracting a broad user base while generating revenue. This financial viability encourages more creators to produce content, enriching the market further.

Asia Pacific Webtoons Market Analysis 

Widespread internet accessibility is making digital comics easily available, especially for the younger demographics. According to Invest India, the average monthly data consumed by a user reached 20.27GB as of March 2024 in India. The region's strong tradition of visual storytelling in manga and manhwa can easily transition to the digital format, creating an audience for webtoons. Platforms are capitalizing on this cultural affinity, offering diverse genres that cater to varied tastes. The integration of webtoons into other media forms, such as television series and films, is increasing their popularity, creating a synergistic effect that attracts new readers. In addition, the rise of user-generated content and the democratization of publishing is empowering creators, thereby leading to a proliferation of content that appeals to niche audiences. Apart from this, monetization strategies, such as advertisement-based models and microtransactions, have worked well in this region, making the platforms and creators profitable and sustainable. In addition, the supportive ecosystem, including government initiatives and investments in digital infrastructure, is helping to expand the market. Government-backed funding programs and creative industry grants are supporting webtoon creators and platforms. It is the innovation fostered and the financing that allow independent artists and small studios to produce quality content that can be marketed alongside big players.

Europe Webtoons Market Analysis 

In Europe, the market for webtoons is rapidly growing and has several key factors that are fueling this growth. The tech-savvy population of the region has a rising demand for digital content, and thus, this factor is fostering the market. There is growing interest among the audiences in diverse storytelling formats in Europe, and webtoons are providing the much-needed unique vertical scrolling experience to the market. Platforms have strategically localized content to cater to different languages and cultural nuances, broadening their appeal across various European countries. In line with this, the integration of webtoons into mainstream entertainment, including adaptations into television series and films, is further improving their visibility and acceptance. Besides this, the social media and online communities are promoting the sharing and discussion of webtoon content and building a sense of community among readers. In 2023, nearly 60% of the EU's population used social networks, according to reports. In addition, monetization models, such as subscription services and advertisement-based revenue, are well implemented, making it financially viable for creators and platforms. Subscription services and advertisement-based revenue are two of the leading strategies, allowing the platform to reach diverse audience preferences while ensuring maximum profitability. Platforms often pair these models with microtransactions in which readers can purchase specific episodes or series using in-app currency. These flexible monetization strategies make webtoons a financially viable industry. As a result, the European webtoons market is expected to continue growing as more investments and collaborations are expected in the near future. 

Latin America Webtoons Market Analysis 

The Latin American webtoons market is on an upward trajectory, supported by various factors. Improved employment of smartphones among individuals and enhanced internet connectivity are supporting the market growth. Reports indicate that 66.6% of people use smartphones in Brazil. A young population with a growing need for diverse and engaging storytelling is embracing webtoons as a preferred entertainment medium. Platforms are showing content in Spanish and Portuguese, making it linguistically relevant to the region and driving user engagement. Meanwhile, the adoption of social media is helping make webtoons content more spread and discussed across various platforms. This further foster demand and increases the number of enthusiasts. Collectively, this helps in giving birth to new growth in the webtoons market across the Latin American region.

Middle East and Africa Webtoons Market Analysis

In the Middle East and Africa, the market of webtoons is gradually increasing, influenced by several key drivers. The growing young and dynamic population in the region seeks varied and relatable content, which webtoons provide. Young people of 15-24 years old increased from 51 Million in 1995 to about 82 Million in 2023 in the Arab region, as stated by the HPC. Webtoons provide a new and exciting storytelling format that is appealing to these audiences. Platforms are starting to explore content localization, incorporating regional languages and cultural themes to connect better with local readers. Additionally, the global popularity of Korean entertainment, including K-dramas and K-pop, is highlighting webtoons as a cultural export. 

Competitive Landscape: 

The webtoons market is highly competitive, driven by growing demand for digital storytelling and diverse content formats. Platforms are constantly innovating to attract creators and readers by offering interactive features, immersive visuals, and personalized recommendations. Competition extends to securing exclusive content and fostering creator partnerships to retain audiences. With advancements in AI and localization, global accessibility is increasing, intensifying competition across regions and genres. The increased popularity of adaptation into films, series, and games also helps the market gain new sources of income. For instance, on August 13, 2024, Kakao Entertainment published its fifth white paper on achievements in the fight against illegal webtoon and web novel distribution during the first half of 2024. The company effectively eliminated over 270 million illegal items, surpassing the total of 230 million items blocked over the previous five years combined. In addition, Kakao Entertainment found over 90 operators behind 31 illegal sites worldwide and enabled the shutdown of seven major pages.

The report provides a comprehensive analysis of the competitive landscape in the webtoons market with detailed profiles of all major companies, including: 

• Izneo (Fnac Darty)
• Kakao Corp. 
• Lezhin Entertainment Inc. (KidariStudio Inc.)
• Naver Webtoon Corp. (Naver Corporation) 
• NHN Corp.
• Shueisha Inc. 
• SideWalk Group
• Tappytoon 
• Toomics Global Co. Ltd.
• ToryWorks Co. Ltd. 

Latest News and Developments: 

• November 2024: Webtoon unveiled its revamped Webtoon Shop, a refreshed online retail hub for webcomic enthusiasts. The shop offers fans worldwide the opportunity to discover merchandise from some of Webtoon's most popular creators and franchises, including Lore Olympus, The Mafia Nanny, Sweet Home, Love 4 a Walk, School Bus Graveyard, Vampire Family, and All of Us Are Dead.
• November 2024: DC Comics unveiled the launch of DC GO, a new range of vertical-scroll webtoons featured on DC Universe Infinite (DCUI), the company’s digital subscription service.
• September 2024: Manta, a leading subscription-based digital comics platform, announced plans to add over 300 webcomic titles within the next year. Additionally, it is overhauling its in-app currency system, GEM.
• August 2024: Dashtoon announced an agreement with the Korean Webtoon Industry Association (KWIA) to license and host premier webtoons. This follows KWIA's ongoing partnership with Google Korea, which sees it gain support and networking opportunities with overseas publishers like Dashtoon. 

Webtoons Market Report Scope: 

Key Benefits for Stakeholders: 

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the webtoons market from 2019-2033. 
• The webtoons market research report provides the latest information on the market drivers, challenges, and opportunities in the global market. 
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region. 
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the webtoons industry and its attractiveness. 
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.