Paid video streaming market size Japan 2012-2021
The estimated value of the on-demand video streaming market in Japan amounted to 423 billion Japanese yen in 2021. The market, which encompasses paid video content of subscription video on demand (SVoD), transaction video on demand (TVoD), and electronic sell-through (EST), doubled in size between 2017 and 2020.
The Japanese video streaming market
Japan was comparably slow to embrace paid streaming services, both in the case of video and music streams. Hulu, which was founded as a joint venture between 21st Century Fox, Disney, and Comcast, established its operations in Japan in September 2011, but its Japan business was eventually sold to Nippon Television in 2014. The service initially suffered from high pricing and a neglect of local content that could have appealed to Japanese audiences. Amazon started Amazon Instant Video in November 2013, which was then followed by Amazon Prime Video in 2015 as Netflix also started its operations in Japan. Both companies today are ranked among the leading subscription video streaming services in Japan, next to services such as DAZN, U-NEXT, Hulu, and dTV.
Market prospects
The paid video streaming market is several times larger than the paid music streaming market, which reached a value of almost 63.8 billion yen in 2021. While real-time television broadcasting continues to be the most popular form of video consumption in Japan, the share of people who used paid online video streaming services within the past three months consistently increased in the recent years and is expected to continue growing.
The Japanese video streaming market
Japan was comparably slow to embrace paid streaming services, both in the case of video and music streams. Hulu, which was founded as a joint venture between 21st Century Fox, Disney, and Comcast, established its operations in Japan in September 2011, but its Japan business was eventually sold to Nippon Television in 2014. The service initially suffered from high pricing and a neglect of local content that could have appealed to Japanese audiences. Amazon started Amazon Instant Video in November 2013, which was then followed by Amazon Prime Video in 2015 as Netflix also started its operations in Japan. Both companies today are ranked among the leading subscription video streaming services in Japan, next to services such as DAZN, U-NEXT, Hulu, and dTV.
Market prospects
The paid video streaming market is several times larger than the paid music streaming market, which reached a value of almost 63.8 billion yen in 2021. While real-time television broadcasting continues to be the most popular form of video consumption in Japan, the share of people who used paid online video streaming services within the past three months consistently increased in the recent years and is expected to continue growing.
