Sony Group’s anime subsidiaries, Aniplex Inc. and Crunchyroll, have announced the formation of Hayate, a joint venture dedicated to the planning, development, and production of anime content for Crunchyroll’s global streaming platform. The Tokyo-based company represents Sony’s continued strategic investment in anime as a key pillar of its global entertainment business.
Strategic Expansion into Global Anime Markets
Hayate will be led by Aniplex executives Masanori Miyake as Chairman and CEO, and Leo Watanabe as President and COO. Staff will be drawn from both Aniplex and Crunchyroll, combining expertise in anime production, marketing, and global distribution.
The partnership is a reflection of Sony’s increasing focus on anime’s growth potential. According to the Association of Japanese Animations, the global anime market more than doubled between 2013 and 2023, reaching approximately US$22 billion (3.3 trillion yen). With Crunchyroll’s presence in over 200 countries and more than 15 million subscribers, Sony aims to capitalize on anime’s growing mainstream appeal worldwide.
Leveraging Sony’s Entertainment Ecosystem
Aniplex, a wholly owned subsidiary of Sony Music Entertainment Japan, brings decades of experience in anime production and distribution. It owns animation studios A-1 Pictures and CloverWorks and has backed numerous successful franchises, including Kimetsu no Yaiba (Demon Slayer: Kimetsu no Yaiba), Fate/Grand Order, and Sword Art Online. Meanwhile, Crunchyroll operates as an independently run entity under Sony Pictures Entertainment, providing anime streaming, merchandise, gaming, and theatrical releases.
Hayate will focus on producing premium anime content using Aniplex’s industry connections with creators and studios, while Crunchyroll provides expertise in marketing, licensing, and community engagement. The joint venture is expected to enhance Sony’s ability to control anime production from inception to global distribution, ensuring high-quality content tailored to international audiences.
The Future of Hayate and Sony’s Anime Business
With anime’s global popularity continuing to rise—streaming revenue for anime content reached approximately $5.5 billion in 2023, according to Parrot Analytics—Hayate is positioned to capitalize on this growing demand. The company’s goal is to produce high-quality content that resonates with international audiences while strengthening Sony’s foothold in the competitive anime streaming landscape.
Sony’s aggressive investment in anime underscores its commitment to expanding the industry’s global footprint. By integrating Aniplex’s production capabilities with Crunchyroll’s expansive platform, Hayate is poised to become a key player in the international anime landscape.
Hayate official site: https://hayate-inc.co.jp/
Aniplex official site: https://www.aniplex.co.jp/
Aniplex official X: @aniplex_info
Crunchyroll official site: https://www.crunchyroll.com/
Crunchyroll official X: @Crunchyroll
Source: Nikkei, The Hollywood Reporter Japan
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