Over the past two decades, Crunchyroll transformed anime from a niche interest into a global powerhouse, proving that massive success can stem from a deeply focused strategy.
“We like to say that we don’t want to be something for everyone. We want to be everything to someone, and that’s the anime fan,” explains Scott Donaton, Crunchyroll’s senior VP of global brand and community. He emphasizes that the company aims to curate an all-encompassing lifestyle for enthusiasts, spanning streaming, theatrical releases, fan conventions, merchandise, gaming, and digital manga.
Housing the world’s most extensive anime streaming library, Crunchyroll maintains a heavy presence at events like Anime NYC, featuring dedicated booths, screenings, panels, and special international guests.
“Any opportunity we have to connect in person with the fan base is vital,” Donaton notes, pointing out that 54% of Gen Z and 60% of Gen Alpha viewers consume anime daily. For many, it forms a foundational pillar of their identity and sense of community. Industry projections indicate that the global anime audience outside of China and Japan will surge to at least 1.5 billion by 2030.
This devoted following has helped Crunchyroll retain its industry leadership, even as competitors like Netflix and Prime Video scale up their own Japanese animation offerings.
According to Donaton, the company ensures that consumer sentiment dictates their strategy. “That literally means bringing in fan sentiment, watching fan sentiment, talking to them all the time,” he says. Because the audience cares so deeply, they are vocal about what they want to see more or less of. This “fan-first” philosophy serves as the brand’s daily driving force.
The growth speaks for itself: since Sony Pictures Entertainment acquired Crunchyroll in 2021, paid subscribers have skyrocketed from roughly 5 million to 21 million worldwide. The platform recently expanded into Poland, broadened its localization efforts to include subtitles and dubs in 17 languages, and introduced its first domestic bundle package via Prime Video with Starz.
While digital streaming remains foundational, Crunchyroll’s theatrical division achieved major milestones, notably with the 2025 release of “Demon Slayer: Kimetsu no Yaiba — Infinity Castle,” which raked in $136 million domestically and $793 million globally.
Building on that momentum, the company is reuniting with acclaimed director Makoto Shinkai (“Suzume”) for his next untitled feature, securing worldwide rights (excluding Asia, but including India) for distribution alongside Sony Pictures. Their 2023 collaboration, “Suzume,” pulled in nearly $10 million at the North American box office.
Additionally, Crunchyroll has partnered with Sony Music-owned Aniplex to produce “Solo Leveling: Beyond the System,” an upcoming theatrical film adapted from the hit Korean webtoon series.
“Theatrical has always been an important part of our model overall,” Donaton states, noting the phenomenal fan reception following the recent home video and streaming rollouts of “Demon Slayer.”
As new entertainment formats emerge, the team continues to evaluate them through the lens of audience expectations. Whether exploring TikTok, YouTube, or emerging technologies, Donaton stresses that their presence depends entirely on whether it genuinely serves the fandom.
“Any place that anime fans want to gather, including in theaters, we want to be there for them,” he concludes.
The Broader Landscape
While crossover hits like Netflix’s “KPop Demon Hunters” have successfully introduced newcomers to the medium, intense viewer devotion has prompted major streaming services to incorporate more animation into their lineups.
“Anime fans bring exactly what every streamer wants: passion, curiosity and a willingness to go deep,” says Adam Lewinson, chief content officer for Tubi. Because the audience explores every facet of the genre, platforms like Tubi rely on deep catalogs and personalization to cater to such a diverse viewership.
While Crunchyroll remains the definitive central hub for the global community, several other major players have staked their claim in the anime space:
Netflix
Following breakout hits like “KPop Demon Hunters,” the streaming giant continues to house major titles including the epic adaptation of “One Piece,” various “Pokémon” series, and “Record of Ragnarok.”
Tubi
Fox Corp.’s free platform features an extensive library of classic and beloved titles, ranging from “Naruto” and “JoJo’s Bizarre Adventure” to “Vampire Knight” and “Yu-Gi-Oh!”
HIDIVE
AMC Networks has established a major footprint in the genre through HIDIVE, bolstered by strategic content partnerships with Japanese distributors like Sentai Filmworks and Mainichi Broadcasting System.
Disney+
Disney’s flagship platform offers broad-appeal titles, serving as a streaming home for iterations of the “Dragon Ball Z” franchise alongside hits like “Jujutsu Kaisen” and “One-Punch Man.”
Hulu
Focusing on mature and distinctive storytelling, Disney’s adult-leaning platform features edgier original series such as “SAND LAND: THE SERIES,” “The Yozakura Family,” and “Tokyo Revengers.”
Samsung TV Plus
The electronics giant’s free ad-supported streaming service offers over a dozen dedicated anime channels, including 24/7 streams for franchise fixtures like “Sailor Moon,” “Naruto,” and “Hunter x Hunter.”
Reporting contributed by Cynthia Littleton.