Roku has announced the addition of Crunchyroll to The Roku Channel, offering fans access to the world’s largest anime streaming library. Crunchyroll subscribers can now enjoy ad-free access to over 25,000 hours of anime, encompassing over 50,000 episodes across 2,000 titles. Subscriptions are available for $7.99 per month or $79.99 annually.
With this addition, Crunchyroll subscribers on The Roku Channel gain ad-free access to the extensive Crunchyroll library, which includes fan favorites such as Dragon Ball DAIMA and upcoming releases like Solo Leveling Season 2 – Arise from the Shadow and the fourth and final season of Dr. STONE. New episodes are available shortly after they air in Japan, ensuring fans stay updated with their favorite shows.
Crunchyroll is now part of over 55 Premium Subscriptions available on The Roku Channel in the U.S. Customers benefit from a streamlined subscription process, including a simple sign-up experience, centralized access to all Premium Subscriptions, and a single login and unified billing system for easier account management.
In addition to its inclusion in The Roku Channel’s Premium Subscriptions lineup, Crunchyroll remains available as a standalone app through the Roku Streaming Store on the Roku platform, providing anime enthusiasts with multiple ways to enjoy their favorite content.
The Take
Expanding the Reach of Anime
Crunchyroll’s partnership with Roku represents a continued mission to make anime a mainstream form of entertainment in the U.S. and beyond. By integrating into The Roku Channel, Crunchyroll is leveraging Roku’s extensive user base to attract more subscribers. This move aligns with its recent expansion to Comcast’s Xfinity and Xumo devices, making Crunchyroll accessible to millions of U.S. households across traditional cable platforms and smart TVs.
Crunchyroll’s collaboration with Roku and Comcast exemplifies the platform’s commitment to a robust multi-channel distribution strategy. By forming strategic partnerships with aggregators like Roku and Comcast, Crunchyroll taps into a critical growth channel. Research from The Streaming Wars highlights that 60% of streaming service subscribers are generated through wholesale partnerships like these, highlighting the importance of platforms like The Roku Channel in driving success.
Crunchyroll’s strategy doesn’t stop at wholesale partnerships. By teaming up with Bango, a leader in subscription bundling, Crunchyroll has expanded internationally by integrating subscriptions into mobile carriers, broadband services, and even banking apps. This approach effectively leverages indirect sales channels, which accounted for a significant 63% of SVOD subscriber growth in 2023, according to Minna Technologies.
Bundling partnerships provide Crunchyroll with cost-effective growth opportunities by bypassing the costly platform fees imposed by major app stores like Apple and Google. Through its partnership with Bango, Crunchyroll is leveraging a direct-to-consumer (DTC) strategy that integrates its subscriptions into telco and banking platforms, such as Bango’s “Super Bundling” initiatives. This approach enables Crunchyroll to scale its audience while preserving profitability by avoiding platform fees and maintaining greater control over the customer experience.
While Crunchyroll is diversifying its distribution channels, it faces the industry-wide challenge of managing profitability in the face of platform taxes and escalating content costs. Streaming services like Crunchyroll lose a significant portion of their revenue to third-party platforms, including Apple, Google, and Roku, which impose transaction fees. By integrating into platforms like The Roku Channel and Comcast’s Xfinity, Crunchyroll gains access to larger audiences but must contend with platform fees that can erode its margins.
Piracy: A Persistent Threat Turned Opportunity
Anime and Asian drama piracy has experienced major disruptions recently, as intensified crackdowns target not only illegal websites but also unlicensed streaming devices. This expanded enforcement effort underscores the urgency of combating piracy across multiple platforms with greater speed and precision.
Recently, Dramacool announced the closure of its affiliated platforms, including Asianc, Watchasia, Dramanice, and Runasian, following mounting legal pressure from copyright holders. Similarly, two of the largest anime piracy portals, GogoAnime and Anitaku, with a combined monthly user base exceeding 100 million visits, have ceased uploading new content. Although both sites remain accessible, the lack of updates has left users uncertain about their future.
These disruptions present a unique opportunity for legitimate streaming platforms like Crunchyroll. As piracy sites falter, Crunchyroll’s expanding availability through other platforms positions it as a convenient and legal alternative for anime enthusiasts. By offering centralized access, seamless integration, and a vast library of high-quality, ad-free content, Crunchyroll can attract users transitioning from illegal platforms, further solidifying its dominance in the anime streaming market.
The Rising Demand and Crunchyroll’s Strategic Balancing Act
The surging popularity of anime, especially among younger audiences in the U.S., provides significant momentum for Crunchyroll’s ongoing expansion. With a vast library of over and the ability to deliver episodes shortly after their Japanese release, Crunchyroll continues to solidify its position in the competitive streaming market. Rahul Purini, President of Crunchyroll, highlighted the platform’s mission to “make anime even more accessible to fans across the U.S.,” reinforcing its dual role as a gateway for newcomers and a hub for dedicated anime enthusiasts.
Crunchyroll’s integration with The Roku Channel marks a milestone in its journey to becoming the destination for anime fans worldwide. By leveraging strategic platform partnerships, innovative bundling strategies, and timely content delivery, Crunchyroll is well-positioned to sustain its growth. However, its success depends on balancing accessibility with profitability, managing rising content costs, and staying ahead in an increasingly competitive streaming landscape. As anime’s popularity continues to surge, Crunchyroll’s strategic decisions will set a blueprint for other streaming platforms navigating a rapidly evolving industry.
