Netflix’s anime library has grown at a pace far beyond the streamer’s overall viewing numbers, and a new report has put the figures in sharp relief. According to Media Partners Asia’s The Anime Economy report, views to Japanese anime on Netflix rose from 3.33 billion hours in the first half of 2023 to 4.64 billion during the first half of this year — a 39% increase against just 4.5% for total viewing. That works out to almost ten times the rate of growth for the rest of the platform.
The numbers come from Netflix’s bi-annual What We Watched reports, which the MPA used as the basis for its analysis. Anime’s share of all Netflix hours grew from 3.6% to 4.75% over the same period.
The Numbers Behind The Growth
Deadline‘s report, titled The Anime Economy, found that anime hits the highest monthly reach of any genre on Asian streaming. Across eight markets, 31–47% of premium VoD users watch anime in any given month, compared to a 26-34% average for the seven other main genres. YouTube also plays a major role in the picture: the report says it reaches 70 million monthly viewers in Japan.
In Asia, Netflix now carries half the region’s anime across eight markets. In Japan itself, the market is a “two-horse race” between Netflix and Prime Video, each holding more than 40% of overall anime viewing.
Who Owns The Franchises Now
MPA’s report points to a handful of franchise owners, studio groups and platforms driving growth, with Asia (excluding Japan) and North America leading the way. Global anime spend is expected to climb by roughly 10% annually, reaching 2030. The report cited main players including Aniplex, Sony, TOHO and Toei Animation.
Sony, the report said, has built the only “end-to-end anime stack” across Crunchyroll, Aniplex, Sony Pictures and Sony Music.
The Next 24 Months
MPA CEO Vivek Couto framed the current moment as one of consolidation rather than chaos. “Anime’s scale is established; the question is where the next growth comes from and who captures it,” he said.
The report sees several catalysts driving further expansion:
- Streaming pushing deeper into new markets globally
- Theatrical events on the scale of Infinity Castle becoming repeatable
- Games and merchandise carrying franchises well beyond the screen
According to the report, the trend points toward platforms funding production directly, with Japanese intellectual property groups purchasing studios, and both sides adapting to collaborate more closely.
What The Numbers Actually Show
This story’s central point is the difference between anime hours on Netflix growing at 39% and every other category of content growing at 4.5%. The report forecasts global anime spending rising by roughly 10% annually to reach 2030, with most of that growth coming from a narrow set of owners, groups and platforms.
According to MPA, the next 24 months will determine whether platforms, Japanese IP groups, or both end up controlling the growth in question.
| Period | Anime Hours | Total Viewing Growth |
|---|---|---|
| H1 2023 | 3.33B | — |
| H1 2025 | 4.64B | 4.5% |
| Projected to 2030 | Rising 10% p.a. | — |
The figures speak for themselves. On Netflix, anime’s audience has been expanding, and it is doing so more rapidly than any other category on the platform. Viewers are turning to it in far greater numbers than they are to the rest of the catalogue. Now the question is which genre will fuel the next round of expansion, and which company will be the one to capture it.
Get the Notebook.
The day's best stories and every fresh verdict, in plain English, in your inbox by seven. One email a day, no more.