Japan: affiliate marketing market size 2025

The domestic affiliate market size in Japan was estimated at more than 349 billion Japanese yen in fiscal year 2021. The market continued to grow in 2020 despite the outbreak of the COVID-19 pandemic and was expected to increase to more than 514 billion yen by fiscal year 2025. Among other aspects, the source mentioned the market entries of major advertisement agencies and a growing adoption of e-commerce as factors driving future growth.

Expenditure on affiliate marketing in Japan from fiscal year 2017 to 2021 with a forecast until 2025 (in billion Japanese yen)

Characteristic	Expenses in billion Japanese yen
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Release date

March 2022

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Region

Japan

Survey time period

fiscal years 2017 to 2021; the Japanese fiscal year starts on April 1 of the stated year and ends on March 31 of the following year

Supplementary notes

*Prospect.
**Forecast

The market size of affiliate marketing was calculated by totaling the reward value, commission rate, and various charges involved (i.e., initial costs, monthly expenses, optional charges, etc.).
Affiliate marketing in this research indicates the following four types:
1) ASP (Affiliate marketing Service Provider) style, where ASPs act as agents that go between businesses (advertisers) and publishers, while the former selling some products (offerings) and the latter publishing advertisement by mentioning about that products (offerings). ASPs earn advertisement and commission fees from the businesses while provide rewards to the publishers;
2) Shopping mall style, where virtual shopping mall operators offer shop owners a place to promote the products (offerings) at the mall in exchange earn advertisement and commission fees;
3) Stand-alone type, where e-commerce owners themselves pay the publishers for mentioning and writing about their products (offerings);
4) Platform type where platform owners provide ASPs and advertisers the platform equipped with tracking systems and analysis tools needed for affiliate marketing.

100 Japanese yen equal 0.74 U.S. dollars or 0.70 euros as of December 2022.
Data prior to fiscal year 2018 come from previous reporting.

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