10k is pretty good. Bear in mind that anime blurays/DVDs are essentially collector's items in Japan. They sell at a really high price and usually only include a couple of episodes, so the market is basically the diehard fans who have to have a physical copy/whatever extras are included with it. Shows generally make money from a number of different avenues as well, depending on who is producing it.
So in contrast to something like games or books where the sales are basically the sole way it is making money, disc sales generally represent a much smaller portion of the pie for anime.
Shirobako production committee (in order of financing):
Warner Entertainment Japan, PA Works, Showgate, Klockworx, Soutsu, Movic, Dokomo, BS Fuji
Primary ways to recoup expenses:
Video discs (retail)/CDs (Warner)
Merch from PA Works directly/anything else (PA Works)
International Streaming/international release (Showgate)
Video discs (rental) (Klockworx)
Ratings/buying anything (Sotsu)
Merchandise (Movic)
Japanese Streaming (Docomo)
Watching on BS Fuji (BS Fuji)
I bold video discs as not only was Warner the highest financier of the show, their producer helped bring the committee together alongside producer Nakatani (who produces all PA originals).
Each committee is different and so each way they recoup finances is different. These methods may not apply to each production as their goals are different, so don't apply these for any other show.
