Crunchyroll is an entertainment company that brings Japanese anime to fans all over the world. The streaming platform has over 50 million subscribers and is considered one of the biggest success stories in the field. But what guides the company to pursue and deliver the various content that they provide? During CES, Crunchyroll President Rahul Purini discussed the current trends that influence their approach in 2025.
Purini saw the success of Crunchyroll was due to two main consumer factors. First, there was an “expansion in aperture for content and stories that are not conceived or produced in the U.S.” The access the streamer provided played a big part along with the large number of creative talent across the world that had the ability to tell these stories from global artists. The second factor involved the desire to watch older series, or “a wave of nostalgia for catalog content.” Lucky for them, they have over 40,000 hours of anime that is catalogued.
In 2025, Crunchyroll wants to employ various distribution mechanisms for content. Their research shows consumers want these stories told across mediums such as streaming, theatrical, games, and merchandise. Demon Slayer: Kimetsu no Yaiba is a prime example. The anime series can be found not only on their platform, but Netflix as well. However, for the final part, the story will be released as a trilogy of films with the first arriving this year. In addition, the musical artist who did the soundtrack is doing live experiences across the globe. “Fans are craving a deeper immersion into these stories beyond just one format.”
Not only do viewers want variety in their formats, they also want variety in their genres. Solo Leveling, which recently returned for a second season, fused RPG and game elements within the narrative with science fiction. It became very popular, and that feedback led to the development to the recently announced Ghosts of Tsushima: Legends.
Anime is a growing industry with more than 800 million people outside of Japan and China estimated that watch. Other streaming platforms such as the previously mentioned Netflix and Hulu are becoming involved, but Purini doesn’t fear the competition. “I think it’s good for the ecosystem. It introduces anime to a broader audience and I think that is helpful to the ecosystem. We are confident when the fans come into the ecosystem, we have something very unique to offer.”
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