![]() The reason for Netflix’s interest in anime, then, is pretty clear. “So it’s natural now that teenagers in Britain, teenagers in America, teenagers in France, teenagers in Russia, enjoy the same things as teenagers in Japan.” “The experience of teenagers and twenty-somethings across the rich world is becoming more and more homogenised as we all communicate with each other online,” says McCarthy. Streaming services have created a common culture. ![]() More and more, anime and its archetypes – romance, action, high school, giant robots, even food – have captured the world’s attention. Jordan has released a line of Naruto menswear musician Megan Thee Stallion cosplays as My Hero Academia ( and inspires the show, too). Much like video games, anime is no longer a niche or nerdy pursuit: fans from the 90s have kids now Actor Michael B. “But I think what’s happening now is that as a result of services like Netflix and Crunchyroll, these things are charted, so to speak – they are now making money, but it doesn’t mean that they didn’t exist before.”Īnime has grown in popularity as it’s got easier to watch. “Around the world, people were watching anime, but they did it outside the kind of legal official channels,” says Yoshioka. A lot of people were watching anime before, but they just weren’t paying for it. ![]() This is a profound change, and one explanation for the industry’s skyrocketing value – as more fans are able to see shows easily and legally, they stop pirating, so the industry makes more money, and so platforms invest more money, and so on. “It wasn’t until Japanese companies realised that their only defence against piracy was actually to stream the stuff themselves translated for free that they began to look at Western partnerships,” McCarthy says. Now, US companies can get hold of anime before it is broadcast, and cut ahead of the pirate industry. Japanese companies used to be archaic – often run by “very old hidebound men” who were slow to embrace the opportunities by cheap fast broadband, says anime historian Helen McCarthy.
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