Scott Donaton (Crunchyroll): Why fans, not subscribers, drive growth

The strongest brands don't try to be everything to everyone. For Crunchyroll, that means protecting the hand-drawn artistry and human creativity that make anime so beloved by its fans, while using technology to enrich the fan experience rather than replace the creative process. In this episode of FWD: Technology, hosts Bill Briggs and Simona Spelman talk with Scott Donaton, Global Head of Brand and Community at Crunchyroll, about how Crunchyroll has turned fandom into a business model and continues to practice leadership discipline while keeping human creativity at the heart of its identity. Donaton shares how passionate communities can create conversation, advocacy, and co-ownership around new ideas. He discusses how Crunchyroll demonstrates, rather than simply claims, authenticity—and how the company strives to better understand the role it plays in its customers' lives. The upshot? Growth becomes more durable when strategy begins with a real relationship, not a broad demographic. Like, comment, share, and subscribe!