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If Netflix’s Queue has recently started to feature more anime titles, it’s no coincidence. Japanese animated films and television series aimed at adults and children have moved from the niche to the mainstream. This growth reflects calculated strategic changes by Asian media companies, particularly Sony.
Behind the scenes, companies have been putting a big bet on the long-term commercial viability of anime. Sony is leading here, investing in categories and positioning it as the basis for the group’s entertainment model.
At the heart of this strategy is Crunchyroll, the US-based streaming platform for Japanese conglomerates. Unlike services like Netflix and Disney+, anime is one of many categories, so Crunchyroll has a narrower focus. It also leverages Sony’s intellectual property by holding conventions for anime fans, selling products, selling licensed soundtracks, and creating anime adaptations for PlayStation games. Since acquiring Crunchyroll in 2021 for around $1.2 billion, Sony’s paid subscriber base has more than tripled by March 2025, becoming the largest niche streaming platform.
This phenomenon has gained traction all over the world. According to the Japan Animation Association, led by international market growth, in 2023, the overall record anime market for 2023 grew to a record 340 million degrees ($23 billion). More than half of anime income comes from outside of Japan. Sony estimates that there will be more than 1 billion fans outside of Japan and China, and that number is expected to double by 2030.
The anime trend has already been transformed into cross-seller opportunities. Demon Slayer: A video game based on the hit anime franchise, Hinokami Chronicles sells more than 4mn copies worldwide. The model is self-supporting. Anime promotes interest in the game, and games bring new viewers to the anime, both driving engagement across products, music and streaming. Exclusive anime-based titles also help differentiate PlayStation in the competitive gaming console market.
This strategy already provides results. Sony reported record profits of 1.14 tons ($7.8 billion) per year in a year that rose 18% from the previous year. Much of that momentum came from the gaming business, which has increased operating profit by 43% thanks to digital sales and commercial leverage of animated-linked intellectual property.
While anime may have started out as a niche genre, Sony has transformed it into one of the most effective drivers of value creation in global media. By owning content, platforms and revenue channels, Japanese groups have the advantage that their colleagues struggle to replicate.
june.yoon@ft.com
