Sony Group’s renowned anime divisions, Aniplex Inc. and Crunchyroll, have joined forces to establish Hayate—a fresh joint venture dedicated to crafting and producing anime for Crunchyroll’s worldwide streaming platform. This strategic move highlights Sony’s commitment to harnessing anime’s burgeoning global appeal.
A Strategic Alliance for Global Growth
Hayate will be steered by seasoned Aniplex executives, with Masanori Miyake taking on the role of Chairman and CEO and Leo Watanabe serving as President and COO. The company will bring together talent and expertise from both Aniplex and Crunchyroll, combining creative production with dynamic marketing and distribution strategies. This collaboration is designed to tap into the rapidly expanding anime market, which, according to the Association of Japanese Animations, has more than doubled in size between 2013 and 2023 to reach nearly US$22 billion.
Leveraging Sony’s Entertainment Ecosystem
Aniplex’s extensive experience in anime production—bolstered by its ownership of acclaimed studios like A-1 Pictures and CloverWorks, and hit franchises such as Demon Slayer, Fate/Grand Order, and Sword Art Online—will complement Crunchyroll’s established global presence. Crunchyroll, now available in over 200 countries with more than 15 million subscribers, brings a robust platform for marketing, licensing, and community engagement. Together, they aim to produce top-tier anime that resonates with a global audience while strengthening Sony’s competitive edge in the streaming arena.
Looking Ahead
With anime streaming revenues reaching approximately US$5.5 billion in 2023, Hayate is poised to redefine how anime content is developed and distributed internationally. By seamlessly integrating creative production with global distribution channels, the venture is set to meet rising consumer demand and shape the future of the anime industry.
For further details, please visit the official websites:
Hayate: https://hayate-inc.co.jp/
Aniplex: https://www.aniplex.co.jp/
Crunchyroll: https://www.crunchyroll.com/
