Forbes Japan reported on comments made by Yuji Yamano, Netflix Director of Content in Japan, at a roundtable held for the media last month. Alongside discussions of anime trends and Netflix’s ambitions, Yamano shared the major shifts in Netflix’s anime history. First, 10 years ago, the focus of the anime strategy was to go global:
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“After that,” Yamano says, “the company was divided into teams, and the Japanese team focused on Japanese anime, first purchasing and producing works that would be considered interesting domestically. The introduction of a Japanese-specific anime strategy that focuses on the local market was a major shift.” He then shared that specific anime that he believes was Netflix’s turning point: The Disastrous Life of Saiki K.: Reawakened.
“We exclusively streamed a new series of a popular work that had been airing since 2016, now as our own original work. As a result, we were able to reach a wide range of people, not just anime fans, who we hadn’t been able to reach before. The original author, Shuichi Aso, and our partner companies, such as the production studio, were very happy, saying, ‘We’re glad it’s on Netflix.’ I think those were our breakthrough points.“
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Last month, in another sit-down, Yamano had also mentioned Baki and My Happy Marriage as Netflix’s turning points, stating for the latter, “Also, something that our partner specifically mentioned was My Happy Marriage. The original work is a light novel by KADOKAWA, but it’s not a shonen manga or of an edgy style, so to speak. It’s of a shoujo manga-type that’s been widely watched globally, and what’s more, after it was released, I’m told that sales of the manga version clearly increased significantly overseas.” He also discussed KADOKAWA’s reaction to anime as the publisher of the original light novel.
For interview excerpts from KADOKAWA production staff Seiji Kiyohara and Daijo Kudo on their view of My Happy Marriage‘s success and collaboration with Netflix, you can check out Netflix Holds The Fragrant Flower Blooms With Dignity Until September 7 in the U.S. and Other Territories.
Forbes’ new article also includes Yamano and Kaata Sakamoto’s (Netflix Vice President of Content) approach to localization, trends, and production. Notably, Sakamoto adds that he imagines more cases of signing direct contracts with production companies and studios, rather than participating in production committees.
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Source: Forbes Japan
© Shuichi Aso / Shueisha / PK Academy ©Akumi Agitogi, Tsukiho Tsukioka/KADOKAWA/My Happy Ｍarriage Partners © Keisuke Itagaki (Akita Shoten) / Baki Hanma Production Committee
