Recent revelations have placed Crunchyroll at the center of a controversy regarding its management of Dandadan, one of the most popular anime of 2024. The series, which follows Momo Ayase and Okarun on supernatural and humorous adventures, has won fans worldwide, but hides a troubled history of licensing and promotions poorly managed
According to information released by Bloomberg, Crunchyroll decided not to invest in promoting the anime due to internal strategic issues and relationship problems with major industry players, such as Toho. This decision seems to have contributed to an increasingly fierce competition in the anime streaming market.
Dandadan: Between success and controversy
Produced by the studio Science Saru, a subsidiary of Toho International, Dandadan is already distributed by major names such as Netflix, Hulu , and GKIDS. However, unlike other anime with a main streaming partner, Dandadan is on shared ground. While Netflix actively promoted the anime, making it the second most-watched non-English release on the platform, Crunchyroll reportedly fell short, supposedly due to not obtaining exclusive simulcasting rights.
Internal problems and questionable tactics
Since its acquisition by Sony in 2021, Crunchyroll has faced management difficulties. These include strategic changes attributed to the vice president of creative marketing, Markus Gerdemann, whose leadership has been criticized by employees and associates. Bloomberg points to problems such as declining employee morale, complaints of inappropriate conduct, and decisions that reportedly alienated partners like Toho and Toei.
Furthermore, the streaming market is becoming increasingly competitive, with giants like Netflix and Hulu threatening Crunchyroll's position. Research shows that 76% of Gen Z fans watch anime on Netflix, while only 58% prefer Crunchyroll.
The future of Crunchyroll and its challenges
The controversies surrounding Dandadan highlight the challenges faced by Crunchyroll in an increasingly globalized and competitive market. A lack of focus on exclusive licensing and internal discontent could further compromise its position in the industry.
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