Media content market size Japan 2014-2020

The media content market in Japan was valued at 11.8 trillion Japanese yen as of 2020. The market slightly decreased compared to the previous year.

Segments of the media content market

The media content market in Japan consists of the three segments video-based, audio-based, and text-based content. A comparison of the segments shows that video-based content makes up the largest part of the market, followed by text-based content. Video-based content includes, among others, movies, game software, and terrestrial TV programs, while audio-based content mainly includes music and radio programs. Text-based content includes products like newspapers, comics, magazines, and books. According to a breakdown of the market by its constituting media, terrestrial television TV programs are the largest medium in Japan. The media content market also encompasses the online media content market, which accounted for more than 40 percent of the media content market size as of 2020.

Advertising in Japan

Japan’s media industry exists alongside a highly creative advertising industry. The total advertising expenditure in Japan amounts to several trillion yen on a yearly basis, making it one of the largest advertising markets worldwide. Within Japan, the internet is the largest advertising medium. After several years of strong growth, it passed the threshold of two trillion yen in 2019, overtaking television as the leading advertising medium for the first time during that year. While traditional media tends to record declining advertising spending year on year, the internet greatly contributed to the growth of the advertising market observed throughout most of the 2010s. Traditional media companies, such as radio and television broadcasters, increasingly manage to tap into the growing online advertising market by positioning themselves as carriers of online advertisements.