Since the acquisition of Crunchyroll by Sony Group in 2021, the streaming platform has tripled subscribers, reaching 15 million. However, despite this growth, recent internal revelations have sparked controversy in the anime fan community. According to statements from current and former employees, the company has developed an unofficial policy that avoids hiring anime enthusiasts, known as otakus.
«Some executives see anime as 'children's cartoons'», stated employees, pointing out that candidates who identify themselves as fans of the medium are discarded in the selection processes. This change in Crunchyroll's work philosophy is attributed to the incorporation of the management of Funimation, a company previously acquired by Sony, whose leaders replaced Crunchyroll's main executives after the merger.
Since its founding in 2006, Crunchyroll was considered a haven for anime lovers, both among its users and within its team. The platform, which began as a site for pirated content, evolved into a market leader in licensed anime, with offices decorated with iconic characters and a work environment that valued the opinions of its employees. But after Sony's acquisition, many employees feel the focus has changed.
«We no longer prioritize anime fans, but rather casual consumers» commented one former employee, referring to Crunchyroll's focus on more general audiences, something that experts say could hurt the platform in the face of growing competition from giants like Netflix and Disney.
Since the acquisition, Crunchyroll has faced multiple challenges: Three rounds of layoffs; a drop in internal support for the company's strategy, with only 39% of employees stating that they trust management's vision; and difficulties in meeting its growth goals, such as its ambitious plan to reach 25 million subscribers by 2025, which employees consider unrealistic.
The apparent lack of interest in hiring otakus has generated criticism both inside and outside the company. Anime fans, historically loyal to Crunchyroll, have begun to question whether the platform still represents their interests. As Crunchyroll seeks to compete in a saturated market, facing increasingly expensive licenses and the loss of exclusivity to Netflix and Disney, the platform's future will depend on how it balances attracting new audiences with the loyalty of its fan base.
Is Crunchyroll moving away from its roots and losing its connection with anime fans? The answer could define your success or fall for years to come.
Fountain: The Japan Times
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