Indian aggregator app Tata Play Binge has added anime-centric platform Animax to its OTT service in order to cater to the genre’s growing fanbase in the region. 

Owned by LA-based KC Global Media (which brokered the deal), Animax will join nearly 30 OTT platforms on Tata Play that are all available under a single subscription, including Disney+ Hotstar, Apple TV+ and ZEE5. The anime platform carries content such as tween series Y School Heroes (pictured left), legacy toon Naruto (pictured right) and Production I.G.’s sports-centric titles Haikyu!! and Kuroko’s Basketball.

Interest in anime is on the rise globally, but this trend is particularly strong in India. According to a 2022 survey conducted by Pune-based techco JetSynthesys, 83% of Indian viewers said they prefer anime over other styles of animation.

To meet this demand, many buyers in India are making room for anime in their programming strategies. In the past year alone, KC Global Media has closed deals to bring Animax to Prime Video India and regional streamer JioTV. Crunchyroll expanded into India last January with localized anime content—and the company is now forecasting that the market will contribute the most growth to its business over the next few years.