The market for animation from Japan is booming. And with a worldwide audience tipped to reach 1 billion, everyone wants to get in on the act.
In the function centre of a large hotel in southern Tokyo, some of the biggest names in pop culture have come together for an awards night. Filmmaker Joaquim Dos Santos – director of the Oscar-nominated– is here. So is Iman Vellani, the young Canadian actor who became the first Muslim-background lead in the Marvel universe as the star of TV series) are among the presenters, as are American footballer De Marcus Lawrence and English rapper Che Lingo.
“We believe our fans get attracted to anime because of its connection to Japan and Japanese pop culture,” he says. “So for us, for it to be considered anime, it needs to be conceived or created in Japan, and be influenced by Japanese culture and storytelling.”So far so niche, you might think, and until recently that was the case. But the anime market is growing – at a rate of knots.
Crunchyroll is the biggest player in that space. At the time the company and rival player Funimation merged in 2021, they had a combined 7.5 million paying subscribers worldwide. In January, the streamer announced it had just passed 13 million ., the global market for anime was worth more than $US31 billion in 2023, and was expected to grow at almost 10 per cent a year from now to 2030.
Whatever else it may have done for the screen business, Netflix has proven beyond all doubt that good content can find audiences all over the world, regardless of the genre or original language in which it is made. And in that same year, the streamer claims, half of its 209 million members worldwide watched anime.
Netflix has moved into the market, both picking up non-exclusive rights to anime series such as Cowboy Bebop and One Piece and making live-action versions of them.Netflix is far from alone in looking to get its hands on a slice of anime’s inventory and audience. Stan has a selection of titles aimed mostly at younger audiences , fan events , and the internet ., onto SBS on Saturday evenings, where it found an audience among high school and university students preparing for a night of partying.
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