Sony bets on homegrown anime to fuel decades of future growth
Sony has turned anime into a scalable business in recent years with acquisitions of services like Crunchyroll.
Sony, a titan in the entertainment industry, is placing faith in the growth potential of its homegrown anime industry. This strategic bet comes as the company transitions away from physical hardware like PlayStation consoles, focusing more on intellectual property (IP) and content. The anime market, valued at $28 billion (S$35 billion), is one of the fastest-growing genres globally.
Sony's president, Atsuhiro Iwakami, aims to create franchises that will endure for decades, citing successful examples like Demon Slayer: Kimetsu No Yaiba and its recent Infinity Castle trilogy. The company has bolstered its anime portfolio with acquisitions like Crunchyroll, the world's largest streaming platform for anime. Iwakami envisions Demon Slayer's IP, owned by manga publisher Shueisha, as a potential franchise lasting 50 to 100 years.
Sony is working to produce and distribute original content through partnerships between Aniplex and Crunchyroll. The company's ambition extends beyond anime, as it seeks to create enduring franchises in other media, competing with streaming giants like Netflix and Disney. At Sony's Anime Future Forum in New York, the company solidified its commitment to anime, gathering anime enthusiasts, industry leaders, and celebrities for a discussion on the future of anime.
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