Animax is one of the largest streaming sites around, rivalling Crunchyroll. For the longest time they were in separate rings though, Crunchy taking the west and Animax the east. Over the past few years however Animax have been spreading westwards, though without much fanfare. The problem they faced was the hold that Crunchyroll has on the anime streaming in the west. Crunchyroll however is heavily focused on America, with Europe being a back hander. this has lead to a lot of disgruntled European fans who would like to support legal avenues of watching anime, but are forced to fan subs because there’s no legal option available.
Yes there are several other anime streaming sites in Europe, but most of those tend to just be re-skinned Crunchyroll, sub licensing for showing in Europe.
Animax, who joined forces with Sony sought to bridge that gap, which they did; sort of.