Market Insights Advertising & Media Esports

Streaming - Japan

Japan

Revenue in the Streaming market in Japan is projected to reach €3.5m in 2024.
Revenue in this market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 4.94%, resulting in a projected market volume of €4.5m by 2029.
While a projected market volume of €37.6m in 2024 indicates that most revenue is generated China, Japan's market is also significant.
In the Streaming market withJapan, the number of users is expected to amount to 17.9m users by 2029.
User penetration in Japan will be 12.1% in 2024 and is anticipated to increase to 15.0% by 2029.
The average revenue per user (ARPU) in Japan is expected to amount to €0.2.
Japan's eSports streaming market is witnessing a surge in popularity, driven by a growing youth demographic and increased engagement through local tournaments.

Key regions: Germany, United States, China, India, South Korea

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Analyst Opinion

The eSports market in Japan is seeing minimal growth, influenced by factors such as limited government support and cultural preference for traditional sports. Despite this, the market continues to expand thanks to the increasing popularity of streaming services and the growing interest in online gaming among consumers. This has led to a rise in digital technologies being utilized within the eSports industry, catering to the convenience and health awareness of Japanese players.

Customer preferences: The eSports market in Japan has seen a significant increase in demand for live streaming services, as consumers are increasingly turning to online platforms for entertainment and social interaction. This trend is driven by a growing preference for convenience and the ability to access content on multiple devices. Additionally, the rise of mobile gaming and the popularity of virtual reality technology have further fueled the demand for streaming platforms, as consumers look for immersive and interactive gaming experiences. As a result, there has been a notable shift towards digital viewing and engagement in the Japanese gaming market.

Trends in the market: In Japan, the eSports market is rapidly expanding, with streaming platforms gaining popularity among viewers. As more people turn to streaming for entertainment, eSports streaming is becoming a significant trend in the country. This trend is expected to continue with the increasing availability of high-speed internet and the rise of mobile gaming. Industry stakeholders, such as game publishers and streaming platforms, are investing in partnerships and sponsorships to capitalize on this trend. This trend also has implications for advertisers, who can reach a highly engaged audience through streaming platforms. As the eSports streaming market in Japan continues to grow, it is likely to have a significant impact on the overall eSports industry and the gaming market in the country.

Local special circumstances: In Japan, the eSports streaming market is heavily influenced by the country's strong gaming culture and advanced technology infrastructure. The high demand for live gaming content has led to the development of innovative streaming platforms and services. Additionally, Japan's strict regulations on gambling have resulted in a unique competitive gaming scene, with key players in the market being traditional arcade game developers. The country's strong emphasis on community and collaboration has also fostered the growth of eSports events and tournaments, further driving the streaming market.

Underlying macroeconomic factors: The growth of the Streaming Market within the eSports Market in Japan is influenced by macroeconomic factors such as the country's strong technological advancements, favorable regulatory environment, and robust investment in the gaming industry. These factors have contributed to the rising popularity of eSports and the increasing demand for streaming platforms to access and view live gaming events. Additionally, Japan's stable economic health and government policies supporting the growth of the gaming industry have further propelled the market. The country's large population of avid gamers and the growing trend of online gaming have also played a significant role in the success of the Streaming Market within the eSports Market in Japan.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Streaming market, which comprises revenues from live broadcasting gaming content. All figures are based on net revenues and exclude agency commissions, rebates, and production costs.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.