Decoder with Nilay Patel avatar

Dexa/Decoder with Nilay Patel

Learn more
Published Feb 26, 2024

Crunchyroll President Rahul Purini on how anime took over the world

Crunchyroll President Rahul Purini delves into the streaming giant's transformative journey from Funimation to Sony ownership, highlighting anime's explosive cultural impact and how Crunchyroll turns piracy into subscribers while maintaining competitive streaming experiences globally.
Episode Highlights
Decoder with Nilay Patel logo

Topics covered

Popular Clips

Episode Highlights

  • Mainstream Impact

    Anime is no longer a niche interest; it has firmly established itself in mainstream culture. highlights how anime regularly appears in Netflix's top ten shows and is featured in events like Thanksgiving Day parades 1. This visibility is further amplified by influencers and celebrities openly expressing their fandom, which broadens anime's reach 1. Crunchyroll, as the largest anime streaming service, has seen its subscriber base grow from 5 million to over 13 million, driven by anime fans choosing to pay for content they previously pirated 2.

    I don't think anime is small right now. And I think the influence of anime is going to only get better. It is already mainstream.

    ---

    This trend underscores anime's significant cultural impact and its potential for continued growth.

       

    Cultural Authenticity

    Maintaining cultural authenticity is crucial for Crunchyroll, as anime's appeal is deeply rooted in Japanese culture. explains that anime is defined by its Japanese origin, which fans value for its unique storytelling and character creation 3. Crunchyroll's strong ties with Japanese creators ensure that the content remains true to its roots, even as they explore global stories like the Korean manhwa-based show "Solo Leveling" 4.

    We do believe in taking stories that are global and producing anime out of it, but doing it in certain way that they're still authentically anime.

    ---

    This approach allows Crunchyroll to offer diverse narratives while preserving the essence of anime.

       

    Audience Dynamics

    Crunchyroll's audience is diverse, with significant representation from Gen Z and LGBTQ communities. notes that 42% of Gen Z watches anime regularly, and Crunchyroll attracts a younger audience compared to Netflix 5. The platform's strategy focuses on serving anime fans comprehensively, leveraging insights from global audiences to influence content creation and co-production with Japanese partners 6.

    We don't want to be something for everyone. We want to be everything for someone. And that someone for us is the anime fan.

    ---

    This targeted approach helps Crunchyroll maintain its unique position in the streaming landscape.

Related Episodes