OTT Video - Japan
- Japan
- In Japan, revenue in the OTT Video market is projected to reach €9.64bn in 2025.
- Revenue in this market is expected to demonstrate an annual growth rate (CAGR 2025-2029) of 5.14%, leading to a projected market volume of €11.78bn by 2029.
- The largest market within the market in Japan is OTT Video Advertising, which is forecasted to have a market volume of €5.07bn in 2025.
- In a global context, the majority of revenue will be generated the United States, estimated at €133,300.00m in 2025.
- In the OTT Video market in Japan, the number of users is anticipated to reach 84.7m users by 2029.
- User penetration in Japan will be 66.6% in 2025 and is projected to increase to 71.0% by 2029.
- The average revenue per user (ARPU) in the OTT Video market in Japan is expected to amount to €118.70 in 2025.
- The usage share of TVer is estimated to account for 19.0% of the Videostreaming (SVoD) market in Japan for the year 2023.
- In Japan, the OTT video market is experiencing a surge in demand for localized content, reflecting the country's unique cultural preferences and viewing habits.
Key regions: United Kingdom, Germany, Asia, South Korea, Japan
Analyst Opinion
The OTT Video market in Japan is experiencing moderate growth, fueled by factors like the increasing penetration of smart devices, enhanced internet connectivity, and consumers' demand for flexible viewing options, driving diverse content consumption patterns.
Customer preferences: Consumers in Japan are increasingly gravitating towards localized content that reflects their cultural values and preferences, leading to a rise in demand for domestic productions on OTT platforms. Additionally, younger audiences are favoring binge-watching formats and interactive viewing experiences, fostering a shift in content consumption habits. The growing trend of mobile viewing, driven by the proliferation of smartphones, has also influenced the types of genres that are popular, with short-form content gaining traction among busy professionals and students.
Trends in the market: In Japan, the OTT video market is experiencing a significant shift towards localized content, with consumers increasingly preferring productions that resonate with their cultural values. This trend is particularly pronounced among younger audiences, who are embracing binge-watching formats and interactive experiences. The rise of mobile viewing, fueled by widespread smartphone adoption, is further shaping content consumption habits, leading to a surge in short-form content favored by busy professionals and students. These trends hold substantial implications for industry stakeholders, driving the need for tailored content strategies and innovative delivery methods to capture and retain diverse audience segments.
Local special circumstances: In Japan, the OTT video market is uniquely shaped by cultural nuances and regulatory frameworks that influence content consumption. The emphasis on storytelling rooted in local traditions appeals to viewers seeking relatable narratives, particularly in a society that values community and connection. Additionally, stringent copyright laws and a preference for quality over quantity necessitate careful curation of content offerings. The rising popularity of anime and J-dramas showcases Japan's distinct creative output, while regional disparities in internet access drive demand for varied streaming solutions, fostering innovation in content delivery.
Underlying macroeconomic factors: The OTT video market in Japan is significantly influenced by macroeconomic factors such as consumer spending power, technological advancements, and government support for digital innovation. Economic stability and a high GDP per capita facilitate greater disposable income for entertainment, driving subscriptions to various streaming services. Furthermore, investments in broadband infrastructure enhance internet accessibility, enabling wider content consumption. Regulatory policies that encourage local content production bolster home-grown narratives, while global trends in digital transformation compel platforms to adopt advanced technologies. Together, these elements shape a vibrant and competitive OTT landscape.
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 market. This spending factors in discounts, margins, and taxes.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 GDP, number of internet users, and internet consumption.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.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.Vue d’ensemble
- Revenue
- Analyst Opinion
- Users
- Demographics
- Media Usage
- Key Players
- Global Comparison
- Methodology
- Key Market Indicators