Paid video streaming market size Japan 2010-2019

The estimated value of the on-demand video streaming market in Japan amounted to approximately 277 billion Japanese yen as of 2019. The market, which encompasses paid video content of subscription video on demand (SVoD), transaction video on demand (TVoD), and electronic sell-through (EST), almost doubled in size between 2015 and 2019.

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 company 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

While real-time television broadcasting continues to be the most popular form of video consumption in Japan, the paid video streaming market is several times larger than the paid music streaming market, which reached a value of about 40.42 billion yen in 2019. The paid video streaming market is expected to grow further, with one estimate seeing the number of users rising to more than 23 million people by 2021.

Estimated on-demand video streaming market size in Japan from 2010 to 2019

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Release date

April 2020



Survey time period

2010 to 2019

Supplementary notes

Figures encompass the following types of paid video content: subscription video on demand (SVoD), transaction video on demand (TVoD), and electronic sell-through (EST). The figures presented here are based on the amount of payments by users and do not include advertising revenues.

Data prior to 2019 come from previous reporting.
1 Japanese yen equals 0.0093 U.S. dollars or 0.0083 euros as of June 2020.

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Statistics on "Streaming in Japan"

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