The world\u2019s largest paid streaming service, Netflix Inc., is set to step up its fight against AT&T Inc. and Sony Corp. for original content that appeals to Asian viewers by launching 40 new anime titles this year and almost double its number of Japanese-style anime releases.<\/p>\n\n\n\n
According to Bloomberg, Netflix announced this move on Saturday during a virtual animation expo from Japan — \u201cwhere half of Netflix\u2019s 5 million subscribing households watch an average of five hours of the shows each month.\u201d<\/p>\n\n\n\n
Asia is one of the world\u2019s fastest-growing streaming markets and this move by Netflix is a part of a push for original content to appeal to audiences in that region as its home market of North America reaches a saturation point. Following the success of the anime movie \u201cDemon Slayer,\u201d which was last year\u2019s fourth highest-grossing film all over the world and Japan\u2019s best-selling title ever, entertainment companies are increasingly vying for a slice of the $23 billion industry.<\/p>\n\n\n\n
\u201cWe want to be able to pride ourselves as being the top entertainment destination with good quality content,\u201d Taiki Sakurai, Netflix\u2019s chief anime producer, said in an interview. \u201cThe growth of our business is directly connected to the growth of our anime.\u201d<\/p>\n\n\n\n
Growing its base of customers in Asia is also crucial if Netflix is to sustain its recent growth amid Disney+ and Amazon Prime, its rivals in the region, spending more on producing content.<\/p>\n\n\n\n
\u201cOne of Netflix\u2019s biggest advantages over its competitors is generating local, original content based on its extensive user data,\u201d said Pooh Chuang, an analyst at Taiwan-based President Capital Management Corp. \u201cDoubling down on original anime will help this localization campaign and strengthen its users\u2019 attachment to Netflix.\u201d<\/p>\n\n\n\n
There has been a growth of about 50% a year in global viewing of anime shows, Sakurai said, with half of Netflix\u2019s 200 million global subscribers watching at least one anime show in recent months. Four years ago, when Sakurai joined the company. he was the only employee working on anime; the team has now expanded to 12 members, a testament to the firm\u2019s dedication to the format, he said.<\/p>\n\n\n\n
Some of Netflix\u2019s most-popular titles now include anime series. Among the platform\u2019s 10 most-watched series in about 80 countries is \u201cBlood of Zeus,\u201d launched last year. \u201cAmong the series, Netflix will release this year are \u201cYasuke,\u201d about a legendary African samurai in feudal Japan, and \u201cResident Evil: Infinite Darkness,\u201d based on a Japanese horror video-game franchise created by Capcom Co.\u201d<\/p>\n\n\n\n
According to a report last year by the Association of Japanese Animations, the worldwide market for anime, including box-office takings, TV fees, and merchandise, almost doubled over the decade to 2019, reaching $23 billion. By 2025, that\u2019s estimated to grow to more than $36 billion, India-based research firm Million Insights said in a report last year, that this growth will be driven by increasing penetration of streaming platforms and the rising popularity of Japanese smartphone games.<\/p>\n\n\n\n