Sony expands anime push after Crunchyroll deal

Sony deepens its anime strategy by unifying divisions and backing major studios to grow its global footprint.

Sony expands anime push after Crunchyroll deal

Sony is accelerating its plan to unite its three entertainment divisions around anime. It has acquired Crunchyroll and is investing in Kadokawa and Bandai Namco to broaden its catalog and distribution. In an interview with Toyo Keizai translated by Automaton, Sony executive Toshimoto Mitomo compared the current phase to the period between the PS1 and PS2, saying the business is already strong but on the cusp of a major jump.

Sony executives describe anime as a path to reach younger audiences and to grow earnings across films, music and games. A Demon Slayer movie success illustrates the potential, while cross studio partnerships aim to lock in more catalogue hits and new projects. The strategy underlines a broad shift from hardware to entertainment as a larger share of Sony earnings.

Sony is betting that a bigger, better stocked anime business will feed growth across its other entertainment arms. If the plan scales, anime could become a consistent driver of revenue rather than a sporadic hit. Yet the path is not free of risk: high capital needs, integration challenges, and a crowded market for licensed IP could slow progress. The company also faces questions about how deeply fans will embrace a more corporate driven approach to a once fringe medium.

The move signals a broader industry trend where hardware makers push into content to protect and expand their platforms. For Sony, success will hinge on balancing creative quality with scale, and on delivering cross media projects that feel authentic rather than forced marketing.

Highlights

The outcome will reveal how large a role anime can play in Sony’s long term strategy.