dataanime
Long way from home Netflix has made no secret of its ambitions for Japanese anime, showcasing 40 new exclusive titles across a range of genres for 2022, including one from Attack on Titan creator, Tetsuro Araki. But the streamer clearly has a way to go before results match hopes, dreams and investment. Almost 90% of Netflix’s subscribers in Japan watch anime, according
And yet, the genre – for now – remains a long way off the number of
to the streamer’s anime creative director, Kohei Obara, who describes
hours Japanese viewers spend watching Netflix’s Korean series, including
anime as “one of the cornerstones of our investment in Japan”. Netflix
relatively old titles such as 2019/2020 tvN blockbuster, Crash Landing on
also said in the run up to Mip TV 2022 that globally, viewing hours for
You, and the first season of JTBC’s Itaewon Class.
Japanese anime on Netflix were up 20% last year compared to 2020.
Netflix’s weekly charts showed only one anime title, Kotaro Lives Alone, on Japan’s TV top 10. The series debuted on the list in March at number
Netfix Top 10 – TV series: Japan (21-27 March 2022)
five, dropping to number nine in its second week. For the most recent week, 21-27 March, Korean drama took seven of
1
Business Proposal S1
4*
South Korean comedy based on a webtoon about a girl who goes on a blind date as a favour to her friend.
the top 10 places, including the top three.
2
Forecasting Love and Weather S1
6
Korean drama series from JTBC about people at the national weather service.
hold on anime, with massive demand for iconic titles such as Attack
3
Thirty-Nine S1
6
Korean drama by JTBC about three friends who are 39 years old.
company Parrot Analytics, which said in January this year that global
4
Last One Standing S1
3
Home-grown Japanese reality comedy survival talk show. Netflix describes it as a “Squid Game of comedians”.
5
Twenty Five Twenty One S1
5
Korean romantic drama from CJ ENM’s tvN
6
Crash Landing on You
39
2019/20 Korean blockbuster from tvN
7
The Cursed
1
American fantasy drama
8
Love (ft. Marriage and Divorce) S3
4
Korean drama from TV Chosun
Kotaro Lives Alone S1
2
9
10
Itaewon Class S1
36
Netflix original anime about a lonely boy who moves into a ramshackle apartment building by himself and makes friends with the broke manga artist next door. Korean drama (2021) from JTBC
Netfix Top 10 – TV series: Japan (14-20 March 2022) 1
Last One Standing S1
2
Forecasting Love and Weather S1
3
Thirty-Nine S1
2*
5 5
Home-grown Japanese reality comedy survival talk show with 24 comedians engaged in “talk battles”. Netflix describes it as a “Squid Game of comedians”. Korean drama series from JTBC about people who work at the national weather service. Korean drama by JTBC about three friends who are 39 years old.
4
Business Proposal S1
3
South Korean comedy based on a webtoon.
5
Kotaro Lives Alone S1
1
Netflix original anime
6
Twenty Five Twenty One S1
4
Korean romantic drama from CJ ENM’s tvN
7
Juvenile Justice
4
Netflix original Korean drama about a judge in a juvenile court
8
Crash Landing on You
38
2019/20 Korean blockbuster from tvN
9
Love (ft. Marriage and Divorce) S3
3
Korean drama from TV Chosun
10
Itaewon Class S1
35
Korean drama (2021) from JTBC
* Number of weeks on Netflix’s top 10 TV chart in Japan
4
In terms of demand, Japan’s free-TV networks maintain their absolute on Titan, My Hero Academia and Naruto, according to data science demand for anima had soared by 118% in 2020 and 2021.
Top 10 overall TV shows: Japan Rank
Title
Difference from Market Average
1
Attack On Titan (進撃の巨人)
33.0x
2
Come Come Everybody (カムカムエヴリバディ)
27.0x
3
Princess Connect! Re: Dive
21.8x
4
My Hero Academia
21.1x
5
That Time I Got Reincarnated As A Slime
18.6x
6
In The Land Of Leadale (リアデイルの大地にて)
18.4x
7
Jujutsu Kaisen (呪術廻戦)
17.4x
8
Demon Slayer: Kimetsu No Yaiba (鬼滅の刃)
16.5x
9
Naruto (ナルト)
16.2x
10
Kamakura Dono No 13 Nin
15.9x
Top 10 digital originals: Japan Rank
Title
Platform
Difference from Market Average
1
Fischers And The Lost Treasure
YouTube Premium
13.9x
2
Komi Can't Communicate
Netflix
11.7x
3
The Book Of Boba Fett
Disney+
7.4x
4
The Falcon And The Winter Soldier
Disney+
7.4x
5
Kotaro Lives Alone (コタローは1人暮らし) Netflix
6.8x
6
Baki Hanma
Netflix
6.6x
7
Terrace House
Netflix
6.5x
8
The Mandalorian
Disney+
6.2x
9
The Boys
Amazon Prime Video
6.2x
10
Peacemaker
HBO Max
6.0x
Date range: 15-21 March 2022 The total audience demand being expressed for a title, within a market. Audience demand reflects the desire, engagement and viewership, weighted by importance; so a stream/download is a higher expression of demand than a ‘like’/comment. In this dataset we are comparing the demand that exists for each series in this market, against the average TV show. A difference of 1x represents the market average and 10x means a series is ten times more in demand than the average TV show in this market
contentasia april 2022
