From Q2 2022 to Q2 2025, the share of Japanese franchises among all non-US franchise titles on Netflix in North America has grown significantly, from just 13% to 29%. Their popularity has been driven in particular by the growing appeal of Anime and Japanese Dramas, and highlights Japan’s increasing influence on global streaming platforms. Japanese content has become a mainstream draw for audiences in both the US and Canada, with Japan now the top non-US franchise production country in Netflix’s North American catalogue, according to Ampere’s latest franchise data.

Franchises' multi-season series, expansive story worlds, and recognisable IP can drive long-term viewer engagement. Top Japanese franchises on Netflix, such as One Piece, Naruto, Demon Slayer and Dandadan, offer more than short-term popularity. With long, binge-worthy episodes, they create loyal fanbase and promote merchandise and spin-offs. This kind of sustained attention is key for global streamers like Netflix, who rely heavily on franchises to reduce churn and encourage repeat viewing.

Meanwhile, this growth has occurred alongside a shift in Netflix’s broader content strategy. As non-English titles gain popularity, particularly those from countries such as Japan, India, and South Korea (whose recent KPop Demon Hunters is now Netflix’s most popular movie ever), UK formats and franchises, once among the most dominant non-US offerings, are seeing a drop in representation on the platform, from 26% of all non-US franchises in 2022 to just 17% in 2025. This reflects a shift in consumers’ preference, as audiences are drawn to more diverse, international content. 

According to Netflix's viewing data, for example, Anime alone had over 1bn views on Netflix in 2024, while Ampere’s latest Consumer survey shows that 29% of North American consumers reported enjoying Anime, rising to 39% among those aged 18- 34, a key demographic for Netflix’s ad-supported tier. 

In addition, more than half of Netflix’s total content spending now occurs outside of North America, with a large portion aimed at acquiring and producing international franchises . As many of these are established IP, rights holders of Japanese Dramas and Anime are now well-positioned to sell their content to global streaming platforms, with many popular titles yet to be licensed outside their home region. For Netflix, then, investing in Japanese franchises means investing in reliable IP that sustains engagement, builds loyalty and attract audiences across borders.