Despite its growing investment in Japanese animation, Netflix appears to be facing strong competition in the anime streaming market. A new survey conducted by Japanese entertainment website Anime! Anime! reveals that Prime Video has emerged as the preferred subscription platform among participating anime fans. The study, published in November 2026, examined how audiences engage with their favorite anime, manga, and gaming franchises, offering an interesting perspective on viewing habits in Japan.

According to the survey, nearly 50% of respondents who watch anime through paid streaming subscriptions selected Prime Video as their preferred service. Netflix secured second place with approximately 30%, while U-NEXT and Hulu each attracted around 10% of preferences. However, the findings also highlight the continued importance of traditional television broadcasting. More than 70% of participants reported watching their favorite anime during television broadcasts, while approximately 45% said they record episodes to enjoy them later. Nearly half of those surveyed also indicated that they did not subscribe to any paid streaming platform.

These results come at a time when Netflix is experiencing considerable growth in anime consumption. Research from Media Partners Asia indicates that anime generated approximately 4.64 billion viewing hours on Netflix during the first half of 2026, representing 4.75% of the platform's total viewing activity. This marks an increase of 20.8% compared with the second half of 2025. To strengthen its position, Netflix has expanded its simulcast offerings, invested in original anime productions, and developed strategic partnerships with major Japanese animation studios, including MAPPA.

Nevertheless, the latest Japanese survey does not necessarily reflect the global balance of the anime streaming market. Earlier research in 2026 identified Netflix as the leading anime streaming platform across seven countries, including the United States. The contrasting findings underline the differences between regional audiences and demonstrate how viewing preferences can vary considerably depending on the market. As competition intensifies, Prime Video and Netflix remain major players in the international distribution of Japanese animation.