Sony is ramping up its investment in original content, with a particular focus on animation and anime, as part of what the company is calling a “creation shift.” According to a report from the Financial Times, the Japanese tech giant aims to address a key gap in its portfolio by developing more intellectual property (IP) from the ground up.
Hiroki Totoki, Sony’s chief financial officer, explained that while the company is a significant player in games, films, and music—industries that now account for around 60% of Sony’s annual revenue—it has historically lacked homegrown IP. “Whether it’s for games, films, or anime, we don’t have that much IP that we fostered from the beginning. We’re lacking the early phase [of IP], and that’s an issue for us,” Totoki said.
In response, Sony has poured over $10 billion into original content over the past six years and plans to increase that investment. A central pillar of this growth strategy will be anime, with the company aiming to bolster output through its streaming service Crunchyroll, which currently releases about 200 titles annually. The company also plans to grow Crunchyroll’s subscriber base, which stands at 15 million, by leveraging its PlayStation Network service. Notably, about 30% of PlayStation Network users watch anime, yet only 5% currently subscribe to Crunchyroll.
Despite growing demand, producing anime has become increasingly expensive, with costs rising 40-60% in recent years, Crunchyroll president Rahul Purini noted. This is due to escalating production budgets and a shortage of skilled animators in Japan. The anime industry is also grappling with reports of poor working conditions, with animators frequently citing overwork, low pay, and workplace harassment.
Sony’s strategy for anime expansion includes co-producing more shows, training new talent, and incorporating digital technologies to streamline content creation. “Given the constraints within the ecosystem, there is an opportunity for various companies, including Sony, to add additional capacity, bring in new talent, and leverage digital technology in the creation process,” Purini said.
As part of its innovation drive, Sony is exploring artificial intelligence (AI) to enhance its animation output. The company’s CEO, Kenichiro Yoshida, acknowledged the challenge of balancing technology with creator rights, stating, “It will be a continuous search for how we can use technology while protecting the rights of the creators.”
Sony is also developing new animation software, AnimeCanvas, through its studios A-1 Pictures and CloverWorks, aimed at improving production efficiency and quality. Additionally, the company is considering launching an academy through Aniplex and Crunchyroll to nurture anime creators for the global market.
