In Japan, manga are usually serialized in large manga magazines, often containing many stories, each presented in a single episode to be continued in the next issue. Manga stories are typically printed in black-and-white-due to time constraints, artistic reasons (as coloring could lessen the impact of the artwork) and to keep printing costs low -although some full-color manga exist (e.g., Colorful). In Europe and the Middle East, the market was valued at $250 million in 2012. This is equivalent to approximately 3 times that of the United States and was valued at about €460 million ($640 million). According to Jean-Marie Bouissou, manga represented 38% of the French comics market in 2005. The fast growth of the North American manga market is attributed to manga's wide availability on digital reading apps, book retailer chains such as Barnes & Noble and online retailers such as Amazon as well as the increased streaming of anime. According to NPD BookScan manga made up 76% of overall comics and graphic novel sales in the US in 2021.
In 2020 the North American manga market was valued at almost $250 million. As of 2021 the top 4 comics publishers in the world are manga publishers Shueisha, Kodansha, Kadokawa and Shogakukan. Beginning with the late 2010s manga started massively outselling American comics. Manga have also gained a significant worldwide audience. In 2022 Japan's manga market hit yet another record value of ¥675.9 billion. In 2020 Japan's manga market value hit a new record of ¥612.6 billion due to the fast growth of digital manga sales as well as increase of print sales. By 1995, the manga market in Japan was valued at ¥586.4 billion ( $6–7 billion), with annual sales of 1.9 billion manga books and manga magazines in Japan (equivalent to 15 issues per person). Since the 1950s, manga has become an increasingly major part of the Japanese publishing industry. Many manga are translated into other languages. The medium includes works in a broad range of genres: action, adventure, business and commerce, comedy, detective, drama, historical, horror, mystery, romance, science fiction and fantasy, erotica ( hentai and ecchi), sports and games, and suspense, among others. In Japan, people of all ages and walks of life read manga. Outside of Japan, the word is typically used to refer to comics originally published in the country. The term manga is used in Japan to refer to both comics and cartooning. Most manga conform to a style developed in Japan in the late 19th century, and the form has a long history in earlier Japanese art. Manga ( 漫画, ) are comics or graphic novels originating from Japan.
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