Market Insights Advertising & Media Media TV & Video

Traditional TV & Home Video - Japan

Japan

In Japan, revenue in the Traditional TV & Home Video market market is projected to reach €25.07bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of -0.38%, resulting in a projected market volume of €24.60bn by 2029.
The average revenue per user (ARPU) in Japan is expected to amount to €290.20.
In global comparison, most revenue will be generated the United States, which is projected to reach €135.90bn in 2024.
The number of TV viewers in Japan is expected to amount to 85.0m users by 2029.
User penetration in the Traditional TV & Home Video market market in Japan is expected to be at 70.4% in 2024.
The average revenue per TV user (ARPU) in the Traditional TV & Home Video market market in Japan is projected to amount to €290.20 in 2024.
In Japan, the traditional TV and home video market is experiencing a significant shift as streaming services increasingly dominate viewer preferences and consumption habits.

Key regions: Asia, United Kingdom, China, Germany, Japan

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Analyst Opinion

The Traditional TV & Home Video market in Japan has seen significant developments in recent years.

Customer preferences: Japanese consumers have traditionally shown a strong preference for traditional TV and home video content. This is reflected in the high viewership ratings of popular TV shows and the continued popularity of physical media such as DVDs and Blu-rays. However, with the advent of streaming services and the increasing availability of online content, consumer preferences are gradually shifting towards digital platforms.

Trends in the market: One of the key trends in the Traditional TV & Home Video market in Japan is the rise of streaming services. Platforms such as Netflix, Amazon Prime Video, and Hulu have gained popularity among Japanese consumers, offering a wide range of content including both local and international TV shows and movies. This trend is driven by the convenience and ease of access provided by streaming services, as well as the growing preference for on-demand viewing. Another trend in the market is the decline in physical media sales. While DVDs and Blu-rays still have a dedicated consumer base in Japan, the overall demand for physical media has been decreasing. This can be attributed to the rise of streaming services and the convenience of digital content delivery. Additionally, the younger generation in Japan is more inclined towards digital platforms, further contributing to the decline in physical media sales.

Local special circumstances: One of the unique aspects of the Traditional TV & Home Video market in Japan is the strong presence of local content. Japanese TV shows and movies have a dedicated fan base both domestically and internationally. This has led to the creation of niche streaming services that cater specifically to Japanese content enthusiasts. Furthermore, the popularity of anime and manga has also contributed to the growth of the market, with dedicated streaming platforms and physical media releases.

Underlying macroeconomic factors: The growth of the Traditional TV & Home Video market in Japan can be attributed to several macroeconomic factors. Japan has a high internet penetration rate and a technologically advanced infrastructure, which facilitates the adoption of digital platforms. Additionally, the increasing disposable income of Japanese consumers has allowed them to invest in home entertainment systems and subscribe to streaming services. Furthermore, the aging population in Japan has also contributed to the growth of the market, as older consumers tend to have a higher preference for traditional TV and home video content.

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.