Streaming titles including “Stranger Things,” “Emily in Paris” and “Wednesday” outperform the average across all entertainment IP tested by 30% when it comes to converting fans into buyers, according to new research from Dentsu Sports & Entertainment released at the SEG3 conference in London.
The findings come as dentsu expands its Fandom Intelligence platform – a tool for matching brands with fan communities based on behavior, values and purchase intent – from Japan, where it has operated since 2020, to the U.S., the U.K., India and the Greater China market.
The December 2025 study behind the platform drew on more than 21,000 online interviews across the four new markets, measuring awareness, likeability and purchase intent for approximately 200 titles spanning anime, gaming, film, television, sports, music and creators. Nakano Yoshi, general manager of dentsu’s Entertainment Business Center in Tokyo, said the platform tracks more than 400 IPs.
Broader findings from the research show that entertainment IP – across superhero properties, action-adventure franchises, kids’ animation and classic character brands – converts fans to buyers at two to four times the rate of major sports teams and events. In the U.S., anime now ranks alongside the NFL on cultural relevance among Gen Z consumers; in Taiwan, it is the most culturally relevant entertainment category among adults.
