WEBTOON Entertainment, the U.S. headquarters of Naver Webtoon, has announced that it has secured approximately 155 million monthly active users (MAUs) worldwide, demonstrating how digital comics are fueling a massive expansion in global fandom culture. 

According to industry sources on the 23rd, the company recently released the findings of a comprehensive study on webtoons and fandom culture conducted in collaboration with National Research Group (NRG), a prominent market research and strategic consulting firm. Backed by its diverse global platforms—including NAVER WEBTOON in Korea, LINE Manga in Japan, and WEBTOON in the United States—the company confirmed that its global user base has reached 155 million. 

The report highlights that a staggering 120,000 new chapters of webtoons are published daily across the ecosystem. Furthermore, the vast majority of these global consumers—over 70%—belong to Gen Z, the younger demographic born between the mid-1990s and the early 2010s. This underscores the platform’s unique resonance with digital-native generations who consume content on the go.

To delve deeper into western engagement, the survey specifically targeted about 500 U.S. webtoon readers aged 13 to 49 who consume webtoons at least once a month. Among teenage respondents aged 13 to 17, the most attractive aspects of weekly serialized webtoons were identified as the feeling that a "new episode release feels like a special event" and how "suspense builds up while waiting for the next chapter."

The desire to experience webtoons through transmedia storytelling—such as films, games, and merchandise—was exceptionally strong. More than 80% of respondents expressed eager anticipation for anime adaptations of their favorite webtoons. Additionally, 78% stated a strong interest in playing webtoon-based video games, and 75% reported intentions to purchase official merchandise tied to the intellectual properties (IPs) they love.

Fandom culture, centered on sharing stories and IPs with others, is also evolving rapidly. The survey revealed that 79% of respondents enjoy discussing webtoons with peers, while 77% view webtoons as an effective medium for building social bonds and mutual understanding. This powerful community-driven engagement mirrors the deep loyalty historically seen in traditional anime and comic fandoms.

Industry analysts note that WEBTOON Entertainment is actively pursuing global ecosystem expansion and IP diversification strategies. By partnering with creators globally and enhancing local market awareness—particularly in the U.S., where traditional print comics have long dominated—the company is tailoring its growth initiatives to cement the vertical scrolling format as a dominant storytelling medium.

Meanwhile, WEBTOON Entertainment reported a solid financial performance for the second quarter, posting $338.47 million in revenue (approximately 509 billion KRW). On a constant currency basis, revenue grew 5.2% year-over-year, driven by healthy streams across paid content, advertising, and IP adaptations. However, the company recorded an operating and net loss as it ramped up strategic marketing investments and global ecosystem expansions to capture long-term market dominance.

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