Strictly Business

Anime Streamer Crunchyroll Is a Rare SVOD Success Story

Feb 20, 2024
Rahul Purini, President of Crunchyroll, shares insights on the successful anime streaming service's global expansion strategies. He discusses how Crunchyroll licenses, localizes, and combats piracy through fast and affordable services. Purini highlights the rising cultural influence of anime and the importance of diverse revenue streams like events and games. Additionally, he reveals Crunchyroll's plans for India and emphasizes the potential of AI in their operations. For newcomers, he recommends exciting anime titles to dive into.
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ADVICE

Use FAST To Drive Discovery

  • Use FAST (free ad-supported TV) channels to introduce casual viewers via curated 24/7 programming.
  • Funnel curious viewers from FAST to subscription for deeper engagement.
INSIGHT

Niche Can Be A Winning Position

  • Specialized niche platforms can succeed by being 'everything for someone' rather than everything for everyone.
  • Crunchyroll targets being the second or third subscription a household adds for anime value.
INSIGHT

Competition Can Expand The Pie

  • Major platforms adding anime benefits the ecosystem by introducing new fans who may then seek deeper experiences.
  • Crunchyroll both competes for content and licenses titles to broader services strategically.
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