IG Port (the parent company of Production I.G, ZEBEC, and Mag Garden) released the statement of accounts for fiscal 2010 May term. In the attached report, IG Port analyzed the current business model of anime industry. They stated apprehension about the dependence on the domestic DVD sales and the “core” anime fans.
Breakdown of the profits of TV anime
The chart shows a typical case of TV anime aired after midnight. The domestic DVD sales make up 70 – 80% of the profits. Although the enthusiasm of foreign anime fans has been frequently reported by the mass media, but the international market itself is shrinking. The current unit prices of TV anime traded overseas are one-tenth of those at the peak period. The online streaming is a growing business but it has produced little profits.
Current “all-or-nothing” Customer Behavior
The current business model relies on “buy expensive anime DVD or none” behavior of core fans. The industry fails to make profits from the light and foreign anime fans.
Ideal “diverse” Customer Behavior
In order to encourage the light anime fans to spend money on anime, the industry has to present them multiple ways to reach the anime materials other than expensive DVDs. Digital contents and online pay services will be effective.
Source: IG Port (pdf file)
