Crunchyroll Expands Its Anime Empire Beyond Streaming

Crunchyroll expansion is happening to grow far beyond its origins as an anime streaming platform. After spending two decades helping bring Japanese animation from a niche interest into mainstream entertainment, the Sony-owned company is now expanding across theaters, live events, merchandise, games, manga and other areas of anime fandom.

The strategy is simple: Crunchyroll does not want to be a service that offers something for everyone. Instead, it wants to become a complete entertainment destination for anime fans.

Scott Donaton, Crunchyroll’s senior VP of global brand and community, has emphasized the company’s fan-first approach, with the goal of serving anime audiences wherever they choose to watch, gather or engage with the medium.

From Streaming Service to Anime Entertainment Hub

Streaming remains the foundation of Crunchyroll’s business, but the company’s ambitions now extend much further.

Crunchyroll has built one of the largest anime libraries available through streaming, while also investing in theatrical distribution, physical media, conventions, merchandise and other fan experiences.

The company’s growth has been significant since Sony Pictures Entertainment acquired Crunchyroll in 2021. Its global paid subscriber base has increased from approximately 5 million to 21 million subscribers.

Crunchyroll has also expanded internationally, including a launch in Poland, while increasing its localization efforts. The platform now offers subtitles or dubbed content across 17 languages, helping it reach a broader global audience.

Theatrical Anime Is Becoming a Major Business

One of Crunchyroll’s biggest opportunities outside streaming is theatrical distribution.

The company experienced a major success with Demon Slayer: Kimetsu no Yaiba — Infinity Castle. The film earned $136 million at the domestic box office and went on to generate $793 million worldwide, demonstrating the growing commercial power of anime movies.

Crunchyroll is now preparing additional theatrical releases.

The company is reuniting with acclaimed Japanese filmmaker Makoto Shinkai, known for films including Suzume, on his next feature. Crunchyroll has secured worldwide rights outside Asia, including India, and will distribute the movie alongside Sony Pictures.

Crunchyroll has also partnered with Sony Music-owned Aniplex on Solo Leveling: Beyond the System, a theatrical anime film based on the popular Korean novel and webtoon franchise. The project is currently in production.

Anime Fans Are at the Center of the Strategy

Crunchyroll’s expansion is closely tied to the growing size and passion of the global anime audience.

The company estimates that anime fandom outside China and Japan could reach at least 1.5 billion people by 2030.

Younger audiences are particularly important. According to Crunchyroll, 54% of Gen Z and 60% of Gen Alpha viewers are anime fans who watch anime daily.

For many of these viewers, anime is more than entertainment. It is also connected to identity, online communities and social experiences.

That is why Crunchyroll continues to invest in conventions, screenings and in-person events. The company maintains a major presence at events such as Anime NYC, giving fans opportunities to connect with creators, voice actors and other members of the community.

Competition in Anime Is Increasing

Crunchyroll remains one of the biggest dedicated anime platforms, but competition is becoming increasingly intense.

Netflix and Prime Video have both expanded their anime catalogs, while other streaming services are also investing in the growing category.

Crunchyroll’s response is to focus on the wider fan experience rather than streaming alone. From theatrical releases and conventions to localization and digital communities, the company is positioning itself as a central hub for anime culture.

Crunchyroll’s Next Stage of Growth

With 21 million paid subscribers, a growing international presence and major theatrical successes, Crunchyroll is entering a new phase.

The company’s long-term strategy appears to be clear: wherever anime fans want to watch, gather or engage with their favorite franchises, Crunchyroll wants to be part of that experience.

As anime continues to grow worldwide, Crunchyroll is betting that building an ecosystem around the fandom — rather than simply operating a streaming platform — will help it remain one of the industry’s most influential players.

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