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In the last ten years, Netflix has emerged as a key player in the global anime distribution scene. Having previously maintained a somewhat passive stance on anime originals, Netflix’s division in Japan is now charting a new course. This revamped strategy emphasizes co-production with anime studios and introduces innovative approaches to localization.
The streaming giant has forged a collaborative network with renowned studios like Studio Colorido, known for Drifting Home; Science SARU, the creators behind Dandadan; and David Production, famous for JoJo’s Bizarre Adventure. This network has been instrumental in Netflix’s success in securing anime licensing, giving it a considerable edge in the competitive market.
Nonetheless, Netflix is pivoting from its previous strategy of securing production lines to a more personalized approach. Now, the focus is on developing one-on-one partnerships with individual studios. Additionally, the company is refining its promotional strategies to better cater to specific international markets.
However, the streaming company has now decided to shift its focus away from “locking down production lines” towards working with studios on a one-on-one basis while fine-tuning promotional methods for particular countries.
Netflix Eyes Audience Over Quantity in New Global Anime Release Strategy
Image via CBR
Per AnimeAnime!, Netflix content director Hiroshi Yamano explained the inner workings of his company’s new “media mix” model in relation to its new partnership with MAPPA — the renowned anime studio behind Jujutsu Kaisen, Chainsaw Man and Attack on Titan: The Final Season.
“It’s true there is competition, but rather than increasing the number of titles, we want to carefully deliver each work to audiences, so we do not place emphasis on quantity…” he explained. “…since we now have an environment to deliver works globally without time lag, we are discussing how to handle anime-specific media mix going forward.”
While specific collaboration processes have changed, Netflix is still willing to devote resources to the production of original anime IPs. In partnership with Twin Engine — Studio Colorido’s parent company — Netflix released the sci-fi film Cosmic Princess Kaguya! worldwide in January 2026.
Notably, the film later enjoyed a limited theatrical run in its home country, grossing over 1 billion yen (~US$6.2M) at the Japanese box office. However, certain promotional materials, such as music videos, were targeted specifically towards streaming viewers.
Another Netflix exclusive that had its debut this year is Dandelion — a supernatural comedy about two special agents who guide earthbound souls to the afterlife after helping them tie up the loose ends of their lives. The series is based on Gintama creator Hideaki Sorachi’s one-shot manga of the same name.
However, the work’s narrative was fleshed out significantly for Netflix’s adaptation. “Episode 1 of the anime roughly follows the one-shot manga, and after that it becomes something close to original, woven together by Jump‘s editorial department, the anime staff and Netflix.”
Netflix is also revitalizing localization strategies for different regions. As noted by Yamano, recent data suggests that roughly “80-90%” of viewers globally prefer watching content in their native language. Consequently, Netflix has expanded anime dubbing initiatives across the board.
“For Cosmic Princess Kaguya!, the songs are localized into five languages [English, Filipino, Thai, Spanish and Portuguese]. For the Rose of Versailles [anime], we created English songs,” he said. “Rather than translation, we interpret the rhythm and meaning unique to each language.”
Netflix Continues Discussions With Jujutsu Kaisen’s MAPPA Following Exclusive Streaming Deal
Image via MAPPA
While Netflix’s current strategy is netting positive gains for anime fans, Yamano recognizes that, long-term, the company may find it difficult to continue implementing changes in all territories. “…while we can distribute video globally, expanding media mix across 190 countries is not easy. To achieve this, we need to seriously commit, so we are currently in ongoing discussions with MAPPA,” he said.
While working closely with creators to build successful IPs from the ground up, Netflix is simultaneously loosening its grip on creative ownership. By adopting a “flexible” approach in which licensing rights are divided among various entities, Netflix aims to expand its global anime empire while never stretching itself too thin.
“While it might be quicker if we handled everything ourselves and handed value back to creators, at this stage, we judge that not owning all the rights and instead partnering with media mix experts is one option for expanding anime.”