As Crunchyroll, the leading global streaming platform for anime, is making its stance crystal clear that it will not be part of that future. Despite its tech-savvy foundation and rapid global growth, the company is prioritizing authenticity, creativity, and connection with fans over experimental shortcuts powered by machines.
Crunchyroll’s position comes at a time of booming success, according to forbes.com. After merging with Funimation under Sony’s umbrella, the platform has seen explosive growth, reaching over 15 million subscribers as of mid-2024. That is a fivefold increase in just four years, driven not by AI, but by a deep commitment to the anime community and culture. While other streamers cast wider nets, Crunchyroll is thriving by diving deeper into its niche, and it is proving that anime is far more than just a genre.
Crunchyroll as a Lifestyle Powerhouse
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Crunchyroll’s President, Rahul Purini, believes the key to their success lies in treating anime as a lifestyle rather than just content. From music and games to apparel and live events, the company has built a comprehensive ecosystem catering to fans' diverse interests. Their goal is not just to stream anime, but to embed it in every part of their audience’s life. From theater releases to exclusive concerts, Crunchyroll offers experiences that keep fans engaged far beyond the screen.
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This lifestyle approach has also helped Crunchyroll remain distinct from competitors like Netflix or Max. While those platforms view anime as one content category among many, Crunchyroll has built a brand identity entirely around it. Purini credits this singular focus with creating stronger fan loyalty and deeper engagement. By producing merchandise, hosting conventions, and working closely with Japanese creators, Crunchyroll cultivates a space where anime is not just consumed, it is lived.
Global Reach, Local Stories
Crunchyroll Has Goals That It Wants to Accomplish, and Those Do Not Involve AI
Part of Crunchyroll’s global strategy includes localizing content without diluting its authenticity. As it expands into emerging markets such as India, Brazil, and Mexico, the company is sourcing regional stories to be told in collaboration with Japanese studios. This approach maintains anime’s signature look and feel while making space for new cultural narratives. A standout example is Solo Leveling, adapted from a Korean webtoon, which has become an international hit.
This culturally inclusive model reflects Crunchyroll’s respect for storytelling traditions, which is why the company is rejecting AI-generated content. Purini emphasized that voice actors, animators, and writers are integral to anime’s creative DNA. While Crunchyroll may explore AI to improve experience, like content recommendations, it draws a hard line at using AI for artistic creation. The company stands by its creators, ensuring that every anime on its platform stays true to its human roots.
Crunchyroll’s direction is clear, and its goal is growth without compromise. By staying close to its community, resisting trends that threaten creativity, and doubling down on quality storytelling, the company is proving that real anime does not need artificial help.
Source: forbes.com
