Crunchyroll, one of the leading global anime streaming platforms, is considering producing shorter anime series to align with the shifting viewing habits of younger audiences, who favor brief content like that found on TikTok. In a recent discussion with Nikkei Xtrend, Crunchyroll’s COO Gita Rebbapragada and President Rahul Purini shared insights on evolving trends in the anime industry and the potential changes in the traditional format.
Purini mentioned that most anime episodes currently run between 21 and 24 minutes, but younger viewers are accustomed to consuming shorter videos on platforms like TikTok, typically 2 to 4 minutes long. He emphasized the need for anime storytelling to adapt, saying, “The anime ecosystem itself needs to continue to evolve.”
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Crunchyroll has been gradually targeting younger audiences with short-form content. Back in August, Rebbapragada noted that the company was exploring new formats such as anime music videos and promotional clips distributed through platforms popular with younger viewers, including TikTok. The platform’s Twitter account has also been more active in sharing brief anime clips to encourage viewers to explore full episodes.
These latest comments indicate that Crunchyroll may be moving toward more significant changes, potentially shortening the length of some anime projects. The company, which earned over $1 billion in 2023 from licensed merchandise sales, is not alone in this shift.
Masayuki Ozaki, former president of Bandai Namco Pictures (known for projects like Welcome to Demon School! Iruma-kun and Gintama), recently left to establish Creadom8, a studio focused on producing shorter anime. Similarly, the Japanese production house TOKYO EPIC has launched an anime distribution platform and a studio dedicated to short-form content.
Other companies are also exploring this direction. For instance, Azuki, an NFT-based company, teamed up with renowned director Goro Taniguchi (Code Geass, One Piece Film: Red) and Junichi Yamamoto (Why Raeliana Ended Up at the Duke’s Mansion) to produce a short anime earlier this year. Even brands like Intertrend have found success with short anime created for companies such as Toyota.
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