In the intensifying streaming landscape of 2025, platforms vying for growth are discovering that Gen Z’s loyalty lies not with legacy brands or traditional formats, but with content that crosses borders and comes with subtitles. As shown in a recent multi-source analysis combining data from Polygon, Hub Research, Nielsen, and Ampere, anime and international content are now core to entertainment consumption among younger audiences—and the implications for global streaming strategies are profound.
According to Hub’s latest Monetizing Video study, adult animation leads Gen Z viewership, with 41% of 16–24-year-olds and 47% of 25–34-year-olds watching regularly. Anime trails closely at 39% and 40%, nearly double the 21% average for the general population. Separate polling from Polygon reinforces that figure, with 42% of Gen Zers watching anime weekly. The genre’s resonance diminishes sharply with age, dropping to just 10% among viewers aged 35–74, highlighting the urgency for platforms to act now if they want to secure Gen Z’s attention long term.
Crunchyroll has emerged as a prime beneficiary of this generational shift, reporting 17 million subscribers in Q1 2025 and achieving 60% brand awareness among 18–24-year-olds—exceeding its 57% total awareness. The platform also boasts the lowest churn risk among Gen Z, with a 60% retention rate according to Hub’s Battle Royale study. These numbers underscore the value of specialization in an era of scale, where niche appeal can translate into defensible market share.
Anime’s appeal isn’t limited to genre fans—it spans emotional tone and storytelling format. During the pandemic, when live-action pipelines stalled, animation’s versatility allowed it to thrive, offering everything from rom-coms to dystopian thrillers. Animation as a whole continues to lead among Gen Z, with fantasy and supernatural content also performing strongly: 40% of 16–24-year-olds and 42% of 25–34-year-olds regularly engage with such titles, compared to just 28% of older viewers.
Meanwhile, international content is proving to be a potent antidote to streaming leakage to YouTube, especially among multicultural, mobile-first audiences. Platforms like Kocowa, which leans female, and Crunchyroll, which skews male, demonstrate the value of targeted programming. Anime and Korean dramas aren't just popular—they're shaping the global content playbook.
From a business standpoint, global content also delivers economic advantages. Ampere Research data from Q1 2024 shows that Netflix and Amazon commissioned the majority of their titles outside the U.S., representing 53% of global SVOD commissions. Rising domestic production costs and post-strike disruptions have made international production more appealing. Netflix’s APAC region, home to 57 million subscribers, generated 35% of the company’s subscriber growth in the most recently reported quarter. In Q2 2025, APAC contributed an additional 0.6 percentage points to Netflix’s total revenue.
The Korean wave, or Hallyu, has already proven the viability of this model. From “Gangnam Style” and “Parasite” to “Squid Game,” K-content’s distinctive blend of local authenticity and global themes has made it a commercial and critical force. The cost differential is also notable: “Attack on Titan” director Yuichiro Hayashi once revealed that the entire five-season budget of his global hit series was roughly equivalent to a single $15 million episode of “Game of Thrones.”
The key takeaway for platforms is clear: Gen Z isn’t just watching global content—they’re shaping its rise. With brand loyalties still in flux, 2025 is a critical year for capturing their attention and building lasting relationships. Platforms that move now stand to gain not just viewers, but cultural relevance with a generation that values authenticity over familiarity.
Whether through localized dubbing, AI-assisted subtitling, or deeper investment in culturally specific storytelling, the operational challenges are increasingly solvable. What’s less forgivable is strategic inaction.
For incumbents, global content is an efficiency play: lower costs, bigger markets, stronger margins. For niche platforms, it’s a path to sustainable differentiation. And for advertisers, Gen Z’s affinity for global storytelling presents rare access to deeply engaged, often under-targeted segments.
The future of streaming is not about going global—it already is. Platforms that treat anime and international programming as core business pillars, not peripheral experiments, will be best positioned to lead the next era of entertainment. As the data shows, Gen Z isn't waiting. And the platforms that follow their lead won't just survive—they’ll thrive.