datajapan
Share split
New research puts Amazon Prime Video way ahead in Japan, but the rivalry is fierce. Disney+’s new Star general entertainment slate will increase competition even further, says Media Partners Asia.
Share of premium video streaming minutes (Jan-Aug 2021) Total minutes streamed: 85 Bil.
Note: Premium video includes AVOD, SVOD and freemium platforms, and excludes YouTube and TikTok Source: AMPD Research, Jan-Aug 2021, Media Partners Asia (MPA)
Premium video streaming in Japan reached 85 billion minutes – 13% of
Freemium platform AbemaTV, owned by CyberAgent and TV Asahi,
total time spent on video on mobile devices – from January to August
had 11% share of premium video streaming. Consumption is driven by
this year, according to Media Partners Asia’s (MPA) first quarterly report
sports, including Major League Baseball, original dramas, local content
measuring Japan’s streaming economy.
and live events.
The report, Japan Online Video Consumer Insights & Analytics, shows
Netflix drives 10% of premium video streaming with six million paying
that eight platforms had an aggregate 87% share of premium video
subscribers. Licensed anime is a key consumption driver. About 25% of
streaming minutes. The eight are led by Amazon Prime Video followed by
Netflix consumption in the market is driven by Korean dramas, a key
local platforms – TV consortium TVer and AbemaTV.
competitive differentiator for Netflix, while U.S. content drives 15%. Netflix
SVOD subscribers topped 44 million in August 2021, led by Prime Video (33%), Netflix (14%) and Hulu Japan (6%). Overall, Prime Video leads with 26% share of premium video streaming minutes and more than 15 million monthly active users. Local titles, particularly licensed anime, drive nearly 70% of Prime Video consumption. U.S. movies and series account for 20%. “Key factors behind Amazon’s lead in Japan include a large library of long-tail content, a bundled e-commerce service, satisfactory platform
originals (U.S., Japanese and anime) drive 10% of platform viewership. Hulu Japan, owned by commercial broadcaster Nippon TV, is approaching three million paying subs, with growth driven by Nippon TV drama/co-productions and movies. Commenting on the findings, MPA executive director, Vivek Couto said competition would increase even further with Disney+’s October 2021 expansion. Disney+ rolled out in Japan in mid-2020 and will add Star general
functionality, distribution partnerships with NTT Docomo and KDDI and
entertainment content on 27 October this year. The Star service includes
competitive pricing,” the report says.
movies and TV programmes produced by Disney Television Studios (ABC
TVer, which captured 16% of all premium video streaming for the first
Signature/20th Television), FX Productions, 20th Century Studios and
eight months of this year, leverages local free-to-air dramas, variety, news
Searchlight Pictures, among others. Disney has also added Japanese
and sports.
titles to the Star tab.
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contentasia october 2021