Right on the heels of yesterday’s Delta Air Lines partnership, news emerged of Crunchyroll implementing a wave of layoffs.

There’s no word yet on how many roles at the Sony-owned anime streamer are impacted. (The company has roughly 1,000 employees worldwide.) But this workforce move is accompanied by broader reorganization plans revealed in an internal memo yesterday.

In a copy of the memo obtained by Variety, Crunchyroll president Rahul Purini said that this move is not a cost-cutting measure or driven by financial performance. Instead, he says it is a strategic shift to invest more in high-potential markets.

“As we look toward the next three to five years, we believe the right path forward is a new organizational model that supports regionally-empowered teams to lean into anime fandom even further,” Purini said in the memo.

According to the memo, the workforce changes went into effect in the US yesterday, and will be implemented in other countries based on local employment laws and timelines. While some employees will be laid off, others will be assigned new positions or see their scope expanded.

Crunchyroll says it is gearing up to add more roles in the near future, with plans to launch engineering hubs in the US as well as in fast-growing anime markets like India and Mexico.

“We are also re-evaluating how to make our 360 fan experience businesses stronger than ever,”  Purini added, referring to parts of its business beyond streaming, like games, e-commerce, events and consumer products. “They continue to be a strength and differentiator in the industry, and some re-imagination in these areas is important as we move forward. Our commitment to the 360 fan experience remains resolute and unchanged.”

For instance, among its broader expansion efforts to fuel anime fandom, Crunchyroll has been prepping a digital manga service to launch sometime this year.

Anime has been soaring in popularity with kids and teens. Netflix recently revealed that its anime viewership has tripled over the last five years, and more than half of its subscribers tune into the genre in one form or another. Disney has also been making a concerted effort to bolster its anime offerings on Disney+.

Pictured: Demon Slayer: Kimetsu no Yaiba Infinity Castle, distributed by Crunchyroll and Sony Pictures Entertainment (©Koyoharu Gotoge / SHUEISHA, Aniplex, ufotable)