Anime Expo Is No Longer About the Anime, It’s About the Streamers

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In 2025, I attended Anime Expo after a long hiatus, eager to explore, socialize with fellow anime enthusiasts, and maybe indulge in some impulsive purchases I’d later regret. A highlight for me was always seeking out Blu-rays from anime licensors at their stands. This year, though, the major companies seemed to have fewer physical media offerings. Some exceptional Blu-ray sets like the Collector’s Edition of Dandadan Season 1 were available, but overall, there was a noticeable lack of Blu-rays for fans to buy and add to their collections. The grand Funimation and Sentai Filmworks booths, once filled with discounted stacks of Blu-rays, were conspicuously absent this time around.

At the convention, figurines and other souvenirs related to anime were still abundant, allowing fans to express their affection for various shows by buying merchandise. Despite figures and merchandise playing a significant role in anime promotion, streaming platforms have emerged as a more prominent aspect of the medium. This year at the convention, Netflix announced that more than half of its users watch anime on their service, leading them to prioritize anime content like never before. Hulu has also jumped on board, and Crunchyroll, with its extensive anime offerings, is now competing with larger streamers. Anime Expo isn’t solely about the anime; it’s about which streaming platform offers the most popular anime shows.

Companies Want You to Watch Anime on Streaming and Not Own It

In this contemporary era, the anime industry has consistently been a battleground where companies compete to introduce the next groundbreaking series. This rivalry can be traced back to the rise of Toonami in the 90s; however, now the streaming platforms have taken control. It’s no longer a pastime enjoyed by a select few; anime has transitioned into mainstream culture. The streaming statistics, such as the Netflix report, validate this shift, and forecasts suggest that anime’s popularity will continue to soar, with 2025 potentially marking the most prosperous year for anime thus far.

In essence, today’s anime scene isn’t fundamentally distinct from the past; it’s just that traditional companies such as Funimation are being overshadowed by massive streaming platforms like Netflix and Hulu, with Crunchyroll transitioning into a significant player in this field. The influx of capital from these streamers has indeed expanded the advertising budget for anime. Yet, this growth in financial resources seems to have shifted the focus of events such as Anime Expo towards encouraging subscription to specific streaming services rather than championing favorite shows directly.

Streaming services such as Netflix and Hulu are no longer focused on selling you physical media to own; instead, they prefer customers to subscribe to their controlled services. Despite society’s shift away from physical media, particularly in American culture, Anime Expo demonstrates how unimportant Blu-Rays have become for streaming platforms. Selling a disc once is less appealing than charging a monthly fee for a program that boasts a larger library.

Anime Has Never Been Profitable – It’s All About the Merchandising

This article isn’t meant to criticize or reveal negative aspects about the anime industry or streaming platforms. Instead, it shows that the profits derived from anime have typically been minimal or even result in losses. Upon investigating data gathered from a Reddit post about Japan’s Official Gazette – a publication that occasionally shares financial information from major corporations – CBR found that some of the most successful studios generate only a few million dollars in revenue after accounting for expenses.

Anime is often utilized as a promotional strategy for various products, primarily merchandise and cross-promotion. To illustrate, Bandai Namco manufactures the Gundam anime series to boost sales of its model kits. Today, streaming platforms like Netflix, Hulu, Disney+, Amazon Prime, and Crunchyroll employ anime as a marketing tactic aimed at you. The growing corporate influence on anime stirs some discomfort, as decisions seem to be increasingly driven by profitability rather than artistic creativity. However, it’s essential to remember that anime has always had a hidden corporate side, with many classic shows created to sell toys and merchandise to kids. It remains unclear whether streaming services will ultimately improve or degrade the quality of anime.

As a devoted anime enthusiast, I couldn’t help but notice the enduring presence of physical media at Anime Expo. Companies like GKIDS were exclusively peddling Blu-rays from their booths, even though Aniplex of America tends to overprice them. Nevertheless, their collector’s edition discs were a must-have for any true fan. The Big West booth in the Entertainment hall was also offering exclusive Blu-Ray discs of the iconic “Macross Plus” film, which made this long-time Macross fan’s heart skip a beat! It felt fantastic to finally own a physical copy of one of my favorite Macross properties. Despite the trend towards streaming services that seem to be taking over, there’s still hope for us diehard fans who value physical media. Unfortunately, it appears that companies are prioritizing control over consumers by focusing on streaming platforms. While I yearn for the days when Blu-ray discs ruled Anime Expo booths, only time will tell what this new streaming era has in store for us.

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2025-07-09 18:12