Singapore – With anime–the popular form of Japanese animation–seeing greater revenue by licensing anime titles to overseas audiences, the popular anime-centric streaming service Crunchyroll is seen ramping up its presence in Southeast Asia, most notably in Indonesia where they recently launched their local campaign to bring localised versions of popular anime titles.
It is worth noting that while Crunchyroll has been present in Asia, most markets have limited availability on its portfolio and audiences shifting to other services, including those that offer free viewing on YouTube. The question is: how will Crunchyroll tap in this market where there is active competition between platforms and licensors?
For that, we recently spoke exclusively with Akshat Sahu, senior director of marketing for APAC at Crunchyroll to learn more about Crunchyroll’s plans in Southeast Asia, and learning more about why anime is more than just the streaming experience.
Competing and expanding Crunchyroll in SEA
When asked why Crunchyroll is ramping up its expansion in Southeast Asia in recent months, Sahu said that Southeast Asia has a large and passionate anime fanbase, and at Crunchyroll, they have seen a growing demand for access to high-quality content.
“We’re ramping up our expansion to meet this demand by bringing fans closer to the anime they love. Our aim is to create a localised experience that caters to the unique cultural and consumption preferences of each market. By expanding further into Southeast Asia, we aim to provide fans with seamless access to an extensive collection of anime and introduce them to new and exciting titles at the same time as they stream in Japan,” he said.
A report from Culture Group in 2023 notes how over-the-top (OTT) streaming platforms in Southeast Asia have given the rise to anime consumption in the region. This is in addition to anime being an important part of the region’s cultural tapestry and has been a part of many consumers’ upbringing.
It is also worth noting that with Crunchyroll entering finally into the region with expanded offerings, it will go against streaming competitors and other licensing companies that offer free and legal anime streaming like Muse Communications and Medialink. When asked about what makes them stand out from these players, Suha notes how anime is more than just the streaming experience.
“At Crunchyroll, we offer more than just anime streaming—we provide a holistic experience for anime fans. With our vast catalogue featuring exclusive titles and simulcasts from Japan, we help fans access the latest episodes as they air. We are also focused on expanding localized anime content and bringing theatrical releases to the region, such as the ‘Demon Slayer Infinity Castle’ trilogy. Additionally, we are curating anime experiences at upcoming regional events, allowing us to connect more deeply with our audience. Our goal is to deliver an immersive experience that goes beyond viewing, fostering a sense of belonging for anime fans in Southeast Asia,” he explained.
In 2023, Crunchyroll made its way as a sponsor and promotional partner for Anime Festival Asia 2023, which was held in Singapore and is one of the region’s largest festivals dedicated to anime. Moreover, Sony Pictures Entertainment chairman and CEO Tony Vinciquerra has also hinted earlier this year of launching Crunchyroll to Amazon channels dedicated to consumers in Southeast Asia.
What to look forward for Crunchyroll in SEA
When asked about the anime appetite amongst SEA audience, Sahu said, “In Southeast Asia, we’ve noticed a strong appetite for simulcast content—fans want to watch anime at the same time as their peers in Japan. This immediacy, combined with the desire for diverse genres, is fueling watchtime growth in the region. Additionally, there is a steady rise in mobile viewership, reflecting the digital-first habits of audiences in SEA.”
In response to said continued growth, Crunchyroll’s SEA expansion will begin in Indonesia, with Sahu stating the market’s big anime fanbase as its touchpad to launch the platform in the country.
“Indonesia is an important market in the SEA region due to its large and passionate anime fanbase. Indonesian anime fans have demonstrated high engagement with anime content, and we believe there’s significant potential for growth. We are delivering localized content, customised pricing and features tailored to the preferences of Indonesian fans. Recently, we also partnered with Telkomsel to offer special bundled packages for anime fans,” he said.
Sahu refers to a recent partnership they have with Indonesian telco Telkomsel for its first specialised anime destination package in Indonesia, namely the ‘Telkomsel and Crunchyroll Bundling Package.’
In terms of what can Southeast Asian audiences expect from the platform in the coming months, he said, “In the SEA region, we are committed to bringing engaging and immersive anime experiences to fans and will focus on campaigns that excite our audiences while also highlighting the breadth of our anime library. Our goal is to make Crunchyroll synonymous with anime in Southeast Asia through dynamic and culturally relevant initiatives. As part of our ongoing campaign, ‘Ayo Crunchyroll,’ we will soon launch Out-of-Home (OOH) displays featuring popular anime titles at locations like Jakarta’s iconic Bundaran HI and Blok M MRT stations.”
The platform’s expansion into SEA follows its recent brand revamp centred around how its new look, feel, and sound will reflect the joy that anime brings to fans, tapping into an ethos of fun and celebration.
As anime becomes a cultural phenomenon across the region, the expansion of Crunchyroll into Southeast Asia marks a significant development in the media landscape. By entering this growing market, Crunchyroll not only meets the rising demand for legal and accessible anime content but also positions itself as a key player in the regional entertainment industry.
Ultimately, Crunchyroll’s presence in Southeast Asia is a strategic move that underscores the region’s importance in the global anime market and highlights the potential for further growth and engagement.
