Rob’s Anime Experience Is Yours
Henshin founder Rob Pereyda has been at the forefront of the anime sector’s transformation. Below are case studies from Rob’s in-house corporate work at Crunchyroll (2008-2011) and Netflix (2020-2022).
 Senior Director, Business Development / VP, Licensing | |||
| Situation | In March 2008, Crunchyroll was an early stage user-generated content (UGC) site with Series A funding. It received DMCA notices for copyrighted content and needed to switch to a studio-licensed model. | ||
| Solution | ・Creating a revenue-sharing subscription ・“Switchover” date from all UGC to licensed content ・Going direct to Japan around US distributors (60+ initial simulcasts closed) | ||
| Outcomes | $1.175B Crunchyroll sold to Sony | 13M+ Paying subscribers | +346% Google Trends Mar. ’08-Dec.’23 |
 Head of Anime, Editorial & Publishing | |||
| Situation | In early 2020, Netflix had early signals from initial successes of anime on-service, but anime was unique in that its export appeal was exceptionally high. Netflix needed a strategy and to harness anime’s full potential. | ||
| Solution | ・Leading internal strategy groups and roadshows ・Launching a dedicated anime YouTube channel and scaling it with new technologies ・Leading global campaigns on key “gateway” titles | ||
| Outcomes | +50% Anime viewing on Netflix 2020 | 1.6M Netflix Anime YouTube subs | 3B Hours Anime viewed 1H 2023 |
