Sony Corporation’s direct-to-consumer service, Crunchyroll, which stands as the world’s largest platform for anime content, is keen on making substantial investments in India as part of its global expansion strategy, according to a senior executive of the company.
Rahul Purini, the President of Crunchyroll, stated that the company plans to invest in content, localization, platform development, and talent recruitment. He mentioned, “As we continue to invest in India, we will establish office spaces in various locations within the country.”
Crunchyroll operates independently as a subsidiary of Sony Corporation on a global scale. However, in India, Sony Corporation also owns and operates the media network, Sony Pictures Networks India (SPNI).
In 2021, Sony acquired Crunchyroll and subsequently merged it with its streaming service Funimation to create a unified platform. With a user base of 150 million worldwide and 11 million paying subscribers, Crunchyroll stands as a prominent player in the anime industry.
Purini expressed, “India is the world’s second-largest anime market, after China, and it is experiencing rapid growth. Among the regions where we operate, India offers the largest potential audience. We anticipate that 60% of the global anime growth will originate from India.”
He further revealed that India currently has 180 million anime fans, with 53 million accessing anime content through official sources. The majority of the audience falls within the 13–24 age bracket, with males accounting for 60% and females comprising the remaining percentage. On average, anime viewers spend 60 minutes engaging with anime content. Popular sub-genres within the anime category include action-adventure, romance, comedy, and slice-of-life shows.
Desi Flavour
While Crunchyroll previously offered dubbed content in English, the platform has now expanded to include dubbing in Hindi, Tamil, and Telugu.
Purini stated, “We currently have more than 35 Hindi dubs available on the platform and have also started releasing Tamil and Telugu dubs. In the future, we plan to dub content in multiple languages.”
In the Indian market, Crunchyroll follows a dual revenue model encompassing both advertising and subscriptions.
The platform offers three subscription plans, priced at Rs 79 per month, Rs 99 per month, and Rs 999 per year.
Purini remarked, “India is a market that prioritizes value, which is why we offer both SVOD and AVOD options. However, from a business perspective and in terms of delivering a unique fan experience, we see significant potential in SVOD.”
Additionally, Crunchyroll recently appointed Tiger Shroff and Rashmika Mandanna as brand ambassadors.
Currently, in India, Crunchyroll boasts a collection of 500 series, totaling 1,700 episodes and 3,800 hours of content. On a global scale, the platform’s library consists of 46,000 episodes or 24,000 hours of content.
Purini added, “In India, we add 20 to 30 shows every quarter, exclusive brand-new shows from Japan. Globally, we acquire 40 to 60 shows per quarter, which amounts to approximately 160 to 200 shows annually.”
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Basant Kasayap is an entertainment aficionado who delves into the glitz and glamour of the entertainment industry. From Hollywood to Bollywood to regional cinema, she offers readers an insider’s perspective on the world of movies, music, and pop culture.
