Strategy
Luka Nonato
The Room is a spoiler-safe community feature inside Crunchyroll that opens after every episode, giving fans a dedicated space to react, theorize, and connect with others who just watched the same content. The project was designed to strengthen community engagement, transform anime discussions into a core part of the viewing experience, and reinforce Crunchyroll's position as the platform built by and for anime fans.
Problem
Anime fans are deeply passionate, but often feel alone in that passion. They finish an episode, have a lot to say, and no one around them to say it to.
The Reason
The community exists on Reddit, Discord, Twitter but it's scattered, full of spoilers, and completely disconnected from the moment of watching. There's no space built for the exact feeling of finishing an episode and needing to talk about it right now.
Audience
Insight
Anime fans don’t just watch. They process, discuss, theorize, and rewatch, because for them the episode is the beginning of the experience, not the end.
Idea
The Room is a space inside Crunchyroll that unlocks the moment the credits roll. Each episode opens its own room where fans who just watched can react, theorize, and connect around exactly what they saw, strengthening the community and bringing the post-episode conversation where anime belongs.
The Feature (UX)
