Netflix is making a bold pivot in its anime strategy, moving away from simply licensing shows to forging deeper creative partnerships and focusing on global localization. In a recent interview with AnimeAnime!, Netflix's Director of Content in Japan, Hirofumi Yamano, outlined a major transformation that prioritizes co-creation with animation studios over monopolizing rights. This shift emphasizes quality over quantity, stronger localization, and smarter global franchise-building.
Deeper Studio Partnerships
Central to Netflix's new approach is strengthening ties with anime production studios. Earlier this year, Netflix announced a collaborative partnership with Studio MAPPA, the powerhouse behind hits like Chainsaw Man and Jujutsu Kaisen. Under this deal, Netflix will work with MAPPA from story development to merchandise, and will exclusively stream MAPPA's new shows worldwide. This allows Netflix to enter productions at the ground level, branding upcoming titles as Netflix exclusives while helping finance and monetize projects. MAPPA has already delivered successes for Netflix with shows like Ranma ½, Dorohedoro, and Kakegurui, making it an ideal partner for this new model.
Global Localization Gets a Makeover
Netflix is also revamping how it localizes anime for its 190-country audience. Yamano highlighted efforts like translating songs for Cosmic Princess Kaguya! into five languages—English, Filipino, Thai, Spanish, and Portuguese—and creating original English songs for The Rose of Versailles anime feature. Rather than direct translation, Netflix interprets rhythm and meaning for each language, a rare move in an industry where Japanese songs were seldom localized. This ensures anime resonates with international viewers, balancing fidelity to the original with regional appeal.
Netflix's anime viewership has tripled in five years, with over half of members engaging with anime. The streamer's commitment to co-productions and localization proves anime is a core part of its identity, not a passing trend. While focusing on quality, Netflix still brings popular licensed series to its library, like Daemons of the Shadow Realm, based on Hiromu Arakawa's manga, arriving July 4 after its Crunchyroll debut. This mix of co-productions and licensed shows ensures a diverse lineup for subscribers.
For more on Netflix's evolving strategy, check out our coverage of Netflix's Dad TV Era and Netflix's 2026 Most-Watched Movies.
