In a recent editorial featured on Anime! Anime!, animation critic Ryota Fujitsu examined the medium’s swift evolution from a niche interest to a mainstream commodity, pondering whether this trajectory signifies “the end of anime.”
Over the last two decades, what was once regarded as a niche art form has now blossomed into a worldwide cultural force. However, this surge in popularity has led to the inevitable commercialization of anime, where works increasingly resemble one another due to market demands and an oversupply. Fujitsu contends that while anime can be appreciated as both “art” and a “product,” the trend toward the latter has intensified in recent years with no signs of abating. In a saturated market, viewers are more likely to drop shows that fail to meet their expectations, knowing countless alternatives exist. With such abundance, audiences now select anime based on what they wish to avoid rather than what they genuinely enjoy. This mindset, prevalent for decades, has grown stronger, causing anime to naturally be perceived as an interchangeable “product” or “commodity.”
Fujitsu also highlights how shifts in streaming and advertising have influenced anime. He argues that video ads, short-form content, and streaming platforms have leveraged data on viewer attention spans and drop-off points to create standardized, formulaic structures, pressuring anime to adopt similar tactics to remain competitive. Additionally, the rise of generative AI could further reduce production costs and timelines, exacerbating commoditization, where quantity and distribution take precedence over creative quality.
The critic notes that commoditization has altered how viewers approach anime. The average consumer now favors entertainment that is “fun, regardless of substance,” reflecting a lack of desire to seek deeper value. Creating standout works has become challenging, as Fujitsu explains, “no matter how unique a show may be, if viewers consider it interchangeable, it loses its artistic merit and becomes a commodity.”
Fujitsu cautions that this acceptance of anime as mere time-filling content could lead to its gradual fading into the background of an expanding sea of consumable media. “When I contemplate ‘the end of anime,’ I wonder if it could mean a state where, after complete commodification, people no longer seek meaning in works expressed through the anime medium. Anime wouldn’t vanish, but it might cease to capture attention.”
Ultimately, Fujitsu stresses the importance of engaging with media on its own terms to counteract the advancing commoditization. The ability to view anime beyond a “children’s cartoon” allowed the medium to thrive, and critical perspectives remain vital to preserving its artistic essence.