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Case Studies on YouTube-based Anime Distribution Model in Southeast Asia

Jay Agonoy
September 27, 2020

Case Studies on YouTube-based Anime Distribution Model in Southeast Asia

Let's talk about the interesting case of two anime distributors in South East Asia which uses YouTube as a platform to stream anime legally.

Presented at KuroCon vol. 2, September 28, 2020.

http://kurocon.org

Jay Agonoy

September 27, 2020
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  1. Case Studies on YouTube-based
    Anime Distribution Model in
    Southeast Asia
    KuroCon vol. 2 | September 27, 2020
    Jay Agonoy jayagonoy.xyz
    @JayAgonoy on Twitter
    anchor.fm/keepsakes

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  2. To be discussed
    ● The introduction of the YouTube-based legal anime streaming model in
    Southeast Asia
    ● Viewer sentiments regarding this model
    ● How this can be applied in other countries

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  3. Background
    Aug 15: KissAnime is
    gone for good.

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  4. Background
    Aug 15: KissAnime is
    gone for good.
    Stricter copyright laws
    in Japan by January
    2021

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  5. Background
    Aug 15: KissAnime is
    gone for good.
    Stricter copyright laws
    in Japan by January
    2021

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  6. Background
    Aug 15: KissAnime is
    gone for good.
    Stricter copyright laws
    in Japan by January
    2021
    Anime Fans: Where to
    watch then?

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  7. The Challenge
    Viewers resort to clone
    sites

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  8. The Challenge
    Viewers resort to clone
    sites
    How to drive anime
    fans to watch through
    legal means?

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  9. The Challenge
    Viewers resort to clone
    sites
    How to drive anime
    fans to watch through
    legal means?
    How can the YouTube
    model help in
    decreasing patrons of
    anime piracy?

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  10. Anime on YouTube
    MUSE Asia (June
    2019)

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  11. Anime on YouTube
    MUSE Asia (June
    2019)

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  12. Legal Anime streaming on YouTube
    MUSE Asia (June
    2019)
    Ani-One (December
    2019)

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  13. Legal Anime streaming on YouTube
    MUSE Asia (June
    2019)
    Ani-One (December
    2019)

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  14. MUSE Asia

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  15. MUSE Asia

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  16. MUSE Asia
    ● Diary of our Days at
    the Breakwater
    ● Lapis Re:LiGHTs
    ● That Time I Got
    Reincarnated as a
    Slime
    ● A Sister's All You Need
    ● Monster Girl Doctor
    ● The Ryuo's Work Is
    Never Done!
    Socialblade SG: #3 in top 250

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  17. Ani-One

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  18. Ani-One

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  19. Ani-One
    ● Astra Lost in Space
    ● A Place Further than
    the Universe
    ● Sakura Wars the
    Animation (2020)
    ● Hinako Note
    Socialblade HK: #36 in top 250

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  20. VS Other platforms
    Brand A
    Advantage:
    Anime streaming
    on its own
    platform (free)
    Challenge:
    Available only in
    Singapore
    Brand C
    Advantage:
    Worldwide name
    in anime
    streaming
    Challenge:
    Limited titles per
    region
    Brand I
    Advantage:
    Anime streaming
    on its own
    platform
    Challenge:
    Limited titles on
    its platform
    Brand N
    Advantage:
    Widest lineup of
    anime titles
    Challenge:
    Needs a
    subscription to
    access library

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  21. Independent Survey
    Duration: September 11 to September 22, 2020
    Location: Countries in Southeast Asia (conducted online)
    Respondents: 191
    Majority of Participants:
    - 18-25 years old
    - Male
    - Philippine residents
    - Margin of Error: 7%

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  22. Demographics
    70.7%
    Country
    Philippines
    26.2%
    Indonesia
    7.9%
    Malaysia
    1.6%
    Vietnam
    0.5%
    Singapore
    0.5%
    Thailand
    Gender
    76.4%
    Male
    18.3%
    Female
    4.2%
    Prefer not to say
    0.5%
    Nonbinary
    0.5%
    Attack Helicopter
    58.6%
    Age Range
    18-25
    34.6%
    26 above
    6.8%
    12-17

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  23. Questions asked
    1. Where do you watch anime?
    2. Are the following services available in your country?
    a. YouTube / Brand N / Other Legal Streaming Sites
    3. Have you watched anime on the following YouTube channels?
    a. MUSE Asia / Ani-One
    4. What is your impression of legal anime streaming on YouTube?
    5. How satisfied are you watching legal anime on YouTube?
    6. Will you support legal anime streaming through the YouTube platform?

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  24. VS Other platforms
    Aniplus Asia
    Advantage:
    Anime streaming
    on its own
    platform (free)
    Challenge:
    Available only in
    Singapore
    Crunchyroll
    Advantage:
    Worldwide name
    in anime
    streaming
    Challenge:
    Limited titles per
    region
    iflix
    Advantage:
    Anime streaming
    on its own
    platform
    Challenge:
    Limited titles on
    its platform
    Netflix
    Advantage:
    Widest lineup of
    anime titles
    Challenge:
    Needs a
    subscription to
    access library

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  25. Where do you
    watch anime?
    Question 1

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  26. 78%
    Watch anime on YouTube
    (MUSE Asia / Ani-One)
    * Results of an independent survey of 191 respondents from Sept. 11 to 22, 2020

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  27. 47.1%
    Watch anime on Brand N
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020

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  28. 26.7%
    Watch anime on other legal
    streaming sites (Brand I, Brand C)
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020

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  29. 67.5%
    Still watch anime on illegal streaming sites
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020

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  30. 78%
    Watch anime on YouTube
    (MUSE Asia / Ani-One)
    67.5%
    Still watch anime on illegal
    streaming sites
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020

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  31. Are the
    following
    services
    available in
    your country?
    Question 2

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  32. 92.7%
    of respondents said that
    MUSE Asia / Ani-One on YouTube
    are available in their country
    * Results of an independent survey of 191 respondents from Sept. 11 to 22, 2020

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  33. 72.3%
    of respondents said that
    Netflix is available in their country
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020

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  34. 53.9%
    of respondents said that Other Legal
    Streaming sites (iflix, Crunchyroll)
    are available in their country
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020

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  35. 92.7%
    of respondents said MUSE Asia /
    Ani-One on YouTube is available
    in their country
    78%
    of respondents
    watch anime on MUSE Asia / Ani-
    One YouTube channels
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020
    Recap
    3 out of 4 people who can access legal anime on YouTube watch there

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  36. Have you
    watched anime
    on the
    following
    YouTube
    channels?
    Question 3

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  37. 70.7%
    watch anime on MUSE Asia
    53.9%
    watch anime on Ani-One
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020
    1 in 4 people have not yet watched anime on both channels

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  38. What is your
    impression of
    legal anime
    streaming on
    YouTube?
    Question 4

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  39. Q4. What is your impression of legal anime streaming on YouTube?
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020
    Praise
    (Positive Reaction)
    Concern
    (Negative Reaction)
    Suggestion Optimism Others
    Divided into Five Categories

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  40. Q4. What is your impression of legal anime streaming on YouTube?
    “It's provided anime enthusiasts a "better" way to watch anime. [...]”
    “Please give us more. We wouldn’t need to resort to illegal means if more anime were available
    to us.”
    “Better than I imagined, I thought there would be a week's worth of delay but they upload the
    episodes same day as it has been broadcasted in Japan. [...]”
    “[...] streaming in YouTube is very convenient to those people who don't have Wi-Fi
    or enough load (data package) to watch anime, [...]”
    “I feel safe from viruses”
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020. Responses are edited for brevity.

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  41. Q4. What is your impression of legal anime streaming on YouTube?
    “I kind of like it cause there are latest anime there, but not all of it, so I have to find other streaming sites
    same with old anime I wanted to watch.”
    “It is limited, not everything is aired on legal streaming services, hence the reason why I tend to go to illegal
    websites”
    “Should have been as big as KissAnime's catalog so we won't have a problem but eh...YouTube's COPPA and
    other sh*tty ToS and per-country content laws… ¯\_(ツ)_/¯”
    “They could be a good way to fight the piracy problem in SEA fandom. Normally, they don't really think
    that much about video quality as long as it's watchable. However, I'm not sure that this move
    is really that profitable for the distributor.”
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020. Responses are edited for brevity.

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  42. Q4. What is your impression of legal anime streaming on YouTube?
    “Really good. A few more airing titles would be nice, but we're slowly getting there.”
    “Would be a good idea, but subtitles would be needed. Since YouTube removed
    community captions a few weeks ago, it means that the uploader needs to provide
    subtitles.”
    “[...] Hopefully they can find a good monetization model so it can be sustainable,
    like merchandising and such. It actually helps some anime to have a bigger audience
    reach and potential rather than buried in the seas of seasonal anime.”
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020. Responses are edited for brevity.

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  43. Q4. What is your impression of legal anime streaming on YouTube?
    “[...] I would love to see what will happen next for MUSE & Ani-One to showcase more
    animés available on YouTube for Free (yes it’s obvious) in the future.”
    “The SEA region is rarely seen by licensees to broadcast anime, so we need someone
    (who can attract their attention) so we can watch anime legally. The arrival of legal anime
    on YouTube indicates that there is still hope for the SEA region to watch anime legally.”
    “This is actually a good move. Access has always been the reason
    behind the need of consumers for illegal access to animation shows.
    Hopefully, legal anime streaming can reduce the need for illegal sites.”
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020. Responses are edited for brevity.

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  44. Q4. What is your impression of legal anime streaming on YouTube?
    “I am actually not aware, but if they do exist, I might stop watching on KissAnime. I don't need to enlarge my
    thing, KissAnime. Just give me my anime.”
    “It’s good because finally those who work in the anime industry will be compensated hopefully for the
    amount of task they do.”
    “Helps people who can't afford to pay on streaming websites. I can imagine (a part of) monetized videos
    from anime YouTube channel goes to the creator while some part goes to the uploader.”
    “I think it’s a great benefit that people can license these episodes and stream them.
    If I remember correctly, they are only available for a limited time so I think that is appropriate.
    It is similar to how some plays, concerts and other stuff are available for free at a certain time.”
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020. Responses are edited for brevity.

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  45. Q4. What is your impression of legal anime streaming on YouTube?
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020
    Praise
    (Positive Reaction)
    Concern
    (Negative Reaction)
    Suggestion Optimism Others
    58.12% 16.23% 14.14% 6.28% 6.28%

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  46. How satisfied
    are you
    watching legal
    anime on
    YouTube?
    Question 5

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  47. 14.66%
    Detractor (1-6)
    34.03%
    Passive (7-8)
    50.79%
    Promoter (9-10)
    Net Promoter Score
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020

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  48. View Slide

  49. Will you support
    legal anime
    streaming through
    the YouTube
    platform?
    Question 6

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  50. 99.5%
    of respondents said they will support legal anime
    streaming through the YouTube platform
    * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020

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  51. What’s next?
    The YouTube model
    works in mitigating
    anime piracy

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  52. What’s next?
    The YouTube model
    works in mitigating
    anime piracy
    Some of Japan’s
    animators are working
    on making classic,
    family-friendly anime
    available worldwide

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  53. What’s next?
    The YouTube model
    works in mitigating
    anime piracy
    Some of Japan’s
    animators are working
    on making classic,
    family-friendly anime
    available worldwide
    Monetization: Ad
    Revenue / Superchats /
    Super Stickers

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  54. This is not a new thing
    GundamInfo

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  55. Nostalgia
    GundamInfo
    Toei Tokusatsu World
    (Non-anime)

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  56. Even on a Local Scale!
    Anime Club PH

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  57. View Slide

  58. There are still many
    opportunities for
    distributors to provide
    legit anime sources that
    people can enjoy and at
    the same time turn them
    away from piracy

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  59. The ticket to
    the future is
    always open.
    Vash the Stampede, Trigun

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  60. Thank you for watching!
    Enjoy KuroCon vol. 2!
    Jay Agonoy
    Blogger / Podcaster / Vlogger
    Holoslave #1333
    jayagonoy.xyz
    youtube.com/JayAgonoy
    @JayAgonoy on Twitter
    anchor.fm/keepsakes

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