PAWAN SINGH
Channel Aims to Solidify India’s Anime Boom with Blockbuster Series for Growing Fanbase
NEW DELHI — Fresh off the unprecedented success of Naruto, which captivated 63 million viewers, Sony YAY! is doubling down on India’s anime craze with plans to broadcast two critically acclaimed series: Jujutsu Kaisen and Fullmetal Alchemist. The strategic acquisitions signal the channel’s ambition to cement its position as a go-to destination for anime enthusiasts in a country where the genre’s popularity is soaring.
India’s anime fanbase, now estimated at over 50 million, has transformed from a niche subculture into a mainstream force, driven by vibrant storytelling and universal themes. Sony YAY!’s decision to introduce Jujutsu Kaisen—a supernatural action saga about a teen battling cursed spirits—and Fullmetal Alchemist, a steampunk epic of brotherhood and sacrifice, reflects a keen understanding of what resonates with Indian viewers. Both series, already global hits, are set to premiere in early 2026, dubbed in Hindi, Tamil, and Telugu to reach diverse audiences.
“We’re thrilled to bring Jujutsu Kaisen and Fullmetal Alchemist to Indian fans,” said Leena Sharma, Sony YAY!’s Business Head, during a press briefing. “These shows have depth, emotion, and action that transcend borders. After Naruto’s triumph, we’re confident they’ll strike a chord.” The channel’s programming team handpicked the titles based on their strong narratives and alignment with values like resilience and loyalty, which echo deeply in Indian culture.
The move comes at a pivotal moment. Industry data shows anime viewership in India has surged 200% over the past three years, with urban centers like Bengaluru, Hyderabad, and Kolkata emerging as fandom hubs. Sony YAY!’s prime-time anime slots already command a 12% market share among viewers aged 2–18, and the channel aims to expand its adult audience with these mature, story-driven series. Social media buzz around the announcement has been electric, with #JujutsuKaisenIndia trending on X within hours of the reveal.
Sony YAY! is backing the launches with a robust promotional campaign. Plans include anime-themed pop-up events in malls across Mumbai, Chennai, and Delhi, complete with cosplay contests and interactive exhibits. A tie-in mobile game for Jujutsu Kaisen is also in the works, targeting India’s massive gaming community. “We’re not just airing shows; we’re building a lifestyle around anime,” said Priya Desai, a marketing strategist at Sony YAY!. “Fans want to live and breathe these worlds.”
The acquisitions aren’t without risks. Competition is fierce, with streaming giants like Crunchyroll and Netflix also vying for India’s anime audience. However, Sony YAY!’s free-to-air model gives it an edge in accessibility, particularly in smaller towns where subscription costs can be a barrier. Experts see the channel’s strategy as a smart play. “Sony YAY! is capitalizing on anime’s emotional pull while making it widely available,” noted Dr. Vikram Shah, a media analyst at Jawaharlal Nehru University. “It’s a recipe for sustained growth.”
As anticipation builds for Jujutsu Kaisen and Fullmetal Alchemist, Sony YAY! is poised to deepen anime’s footprint in India, offering fans new heroes to cheer for and stories to cherish. With these additions, the channel isn’t just riding the anime wave—it’s helping shape its future.
Source: Sony YAY! Press Conference, Broadcast Audience Research Council (BARC) India 2025 Report, Interview with Leena Sharma, Economic Times Media De
