Netflix is changing the way it handles Japanese animation. In a recent interview, Yuji Yamano, director of content acquisition at Netflix Japan, revealed that the platform is adopting a more flexible approach focused on partnerships.
One of the major developments is the reduction of emphasis on total exclusivity. The goal now is to allow anime to have a wider reach, including theatrical releases, as happened with the film Kaguya-sama: Love Is War – The First Kiss That Never Ends in Japan.
Yamano explained that the success of an anime depends on a “media mix,” involving manga, merchandise, and events. Therefore, Netflix has decided that collaborating with experienced industry professionals is better than trying to control all the rights alone.
This new strategy also includes greater involvement from the platform from the very beginning of the works' creation. A clear example of this is the strategic partnership with studio MAPPA, responsible for hits like Jujutsu Kaisen and Chainsaw Man.
More About Netflix and Anime
Netflix has established itself as one of the primary destinations for Japanese animation fans worldwide. The platform invests heavily in original productions and licensing high-profile titles to attract an increasingly diverse audience.
Recently, global reports indicated that Netflix has surpassed Crunchyroll in audience reach in several regions. This is due to the ease of access and the inclusion of anime in a catalog that already features popular movies and series.
In addition to partnerships with major studios, the company has focused on optimizing global release windows, ensuring that fans can watch new releases almost at the same time as the Japanese audience, with quality subtitles and dubbing.
Source: Automaton Media
