Market Insights Advertising & Media Media

TV & Video - Japan

Japan

In Japan, revenue in the TV & Video market market is projected to reach €34.28bn in 2024.
Revenue is expected to exhibit an annual growth rate (CAGR 2024-2029) of 1.38%, leading to a projected market volume of €36.72bn by 2029.
The most significant market within this market is Traditional TV & Home Video, which is anticipated to have a market volume of €25.07bn in 2024.
In a global context, the majority of revenue will be generated the United States, amounting to €259.90bn in 2024.
Within Japan's TV & Video market market, the number of users is expected to reach 106.1m users by 2029.
User penetration in this market is projected to be 86.8% in 2024.
The average revenue per user (ARPU) in Japan is expected to reach €322.10 in 2024.
Japan's TV & Video market is increasingly shifting towards streaming platforms, reflecting a growing consumer preference for on-demand content over traditional broadcast methods.

Key regions: China, South Korea, Asia, France, United Kingdom

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Analyst Opinion

The TV & Video market in Japan has experienced significant growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences in Japan have shifted towards on-demand streaming services and high-quality content, leading to increased demand for smart TVs and streaming devices. Additionally, the unique cultural and technological landscape in Japan has contributed to the development of the TV & Video market. Customer preferences in Japan have been influenced by the increasing popularity of on-demand streaming services. Consumers in Japan now have access to a wide range of streaming platforms, offering a vast library of content that can be accessed anytime and anywhere. This shift in consumer behavior has led to a decline in traditional TV viewership, as more people prefer the convenience and flexibility of streaming services. As a result, there has been a growing demand for smart TVs and streaming devices, which provide easy access to these streaming platforms. In addition to on-demand streaming services, customer preferences in Japan are also driven by a desire for high-quality content. Japanese consumers have a strong appreciation for well-produced and visually appealing content, whether it be anime, dramas, or movies. This demand for high-quality content has led to increased investments in original programming by both local and international streaming platforms. As a result, there has been a proliferation of exclusive content, further enticing consumers to subscribe to these platforms and invest in the necessary hardware to enjoy the content. The TV & Video market in Japan is also influenced by local special circumstances. Japan has a unique cultural landscape, with a strong emphasis on entertainment and technology. This has created a fertile ground for the development of innovative TV and video products. Japanese companies have been at the forefront of technological advancements in the industry, with the introduction of high-definition TVs, 3D TVs, and more recently, 8K TVs. These advancements have not only catered to the demand for high-quality content but have also provided a competitive edge for Japanese manufacturers in the global market. Furthermore, the TV & Video market in Japan is influenced by the underlying macroeconomic factors. Japan has a large and affluent population, with a high disposable income. This has created a favorable environment for the growth of the TV & Video market, as consumers have the financial means to invest in high-quality TVs and streaming devices. Additionally, the government has been supportive of the industry, providing incentives and subsidies for the adoption of new technologies. This has further fueled the growth of the market, as consumers are encouraged to upgrade their existing equipment. In conclusion, the TV & Video market in Japan has experienced significant growth due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The shift towards on-demand streaming services and the demand for high-quality content have driven the growth of the market. Additionally, the unique cultural and technological landscape in Japan has contributed to the development of innovative TV and video products. With a large and affluent population, as well as government support, the TV & Video market in Japan is expected to continue its growth trajectory in the coming years.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment 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 segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. 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.

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.