Subscription video continues to win in Japan


Subscription video streaming services in Japan had 48.4 million subscribers at the end of the first quarter, with Netflix and Amazon Prime Video accounting for nearly half of the market.

The data is part of the latest research from research firm Media Partners Asia and is partly based on sister company AMPD’s proprietary household measurement service.

The strength and implied profitability of platforms in Japan is important at a time when media and entertainment companies have suffered a stock market rout as investors shift from revenue growth to costs and profitability.

MPA’s “Japan Online Video Consumer Insights & Analytics” report for the end of the first quarter showed that Amazon Prime accounted for 34% of total subscriptions, Netflix 14% and Hulu Japan 6%. They were followed by major Abema TV, TVer and U-Next in the AVOD, freemium and SVOD categories, while Disney+ continues to grow its market reach.

“The premium video segment in Japan remains competitive. While Amazon maintains a significant market lead, we saw significant growth in subscriptions and Netflix’s consumption share in the first quarter, driven by the release of new live-action originals and a strong roster of K -dramas,” said MPA Executive Director Vivek Couto. “Acquired and largely non-exclusive cartoons remain a massive driver of online video demand across all platforms, exceeding 50% of total measured demand. [in Japan], with titles from 10 anime studios capturing 45% of anime demand. Live-action dramas are especially important for platforms like Hulu Japan, which leverages content from parent company Nippon TV and others.

The report showed that Japanese anime accounted for 51% of consumption (i.e. time spent watching) on ​​SVOD platforms, followed by Japanese live-action content at 18%. American series represented 10%, while American films and Korean series represented 7% each.


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