Analysis of Netflix and the anime industry
Netflix's report regarding content viewing in 2023 was a real shocker for anime experts. Miles Thomas Atherton, founder of the anime promotion consultancy White Box Entertainment, analyzed the data published by Netflix last December, offering all fans of Japanese animation a privileged point of view on the subject.
But what are the main conclusions drawn from this report? Atherton highlights five fundamental aspects that highlight the predominant role of Netflix in the animation landscape.
First, Atherton makes no secret of some frustration with Netflix's lack of accurate data. While the data provided is the most detailed to date, the lack of regional information makes it difficult to draw definitive conclusions. This lack of clarity also concerns the individual seasons of the series, making it necessary to carry out more in-depth analysis to establish which are the most watched series on Netflix.
One of the most interesting conclusions is that Netflix actually benefits much more from animation than the animation itself from the streaming giant. Atherton says Netflix makes the most of anime content without having to invest heavily in marketing campaigns, a fundamentally one-way benefit.
This situation is also made possible thanks to the constant growth of interest in Japanese animation in general, fueled by other platforms that act as a driving force for the entire sector.
Despite the popularity of animation on Netflix, it is often overlooked in the streaming giant's marketing strategies. Atherton points out that Netflix has not promoted anime series with the same emphasis as other content, a situation that is also reflected in the limited visibility of anime series on Netflix's main social channels.
Finally, Atherton highlights the fact that animation is key to Netflix's expansion in Asia. While animation numbers are also notable in the West, they are even impressive in Asian territories, where Netflix has yet to consolidate its presence. Given the strategic importance of the Asian market for Netflix, it is likely that the company will continue to focus on the acquisition and production of anime content.
Ultimately, Netflix's report offers an interesting insight into the role of animation in the streaming ecosystem and highlights the growing power and influence of Japanese animation in the global entertainment landscape.
Source: www.cartoonbrew.com
