SVOD market share Japan 2023, by service|日本SVOD市场数据集|流媒体服务数据集

According to a report published by GEM Partners in February 2024, Netflix was the leading subscription video-on-demand (SVOD) service in Japan in 2023. The service held a market share of 21.7 percent during that year. The estimated value of the domestic SVOD market amounted to 505.4 billion Japanese yen in 2023, up from 450.8 billion yen in 2022. According to the estimate, which was based on user fees paid to service operators and excluded advertising revenues, Netflix's market share slightly decreased compared to the previous year.Netflix in JapanNetflix entered the Japanese streaming market in September 2015, making it the first Asian market the company ventured into. According to news reports, Netflix expected Japan to be one of the slowest markets to penetrate due to the brand sensitivity of Japanese audiences. At the same time, this brand sensitivity was seen as a key to long-term payoffs once the service was embraced by Japanese consumers. In order to achieve this, the company secured long-term partnership deals with Japanese content creators throughout the years. Notably among them were several high-profile anime studios, whose products were also seen as a way to counter Disney. Other shows featuring domestic content include "The Naked Director," "Terrace House," and "Tidying Up with Marie Kondo." A lack of local content is considered to be one of the factors that hampered Hulu's initial uptake when it started its operations in Japan back in 2011.The Japanese video streaming marketVideo streaming has become an increasingly contested business in Japan as the market has shown strong growth figures in recent years. One major reason for this development can be found in the entry of several foreign services into the Japanese market, with Netflix and Amazon Prime Video both launching in 2015, DAZN following in 2016, and Disney joining the competition in early 2019. One source estimated that the combined market of SVOD, transaction video-on-demand (TVOD), and electronic sell-through (EST) more than tripled in size between 2015 and 2022. A strong growth can also be seen in the share of people who use SVOD services. As a result, the average time people spend on watching video-on-demand (VOD) per weekday has increased significantly compared to the mid-2010s.

根据GEM Partners于2024年2月发布的报告，Netflix在2023年成为日本领先的订阅式视频点播（SVOD）服务提供商。该服务在当年占据了21.7%的市场份额。2023年国内SVOD市场的预估价值达到5054亿日元，较2022年的4508亿日元有所增长。据估算，这一估算基于向服务运营商支付的用户费用，并排除了广告收入，Netflix的市场份额与上一年相比略有下降。Netflix进入日本市场自2015年9月起，成为该公司首次涉足的亚洲市场。据新闻报道，Netflix预计日本市场将是渗透速度最慢的市场之一，原因是日本观众对品牌的敏感度。同时，这种品牌敏感度被视为一旦日本消费者接受该服务，便能带来长期回报的关键。为此，公司多年来与日本内容创作者建立了长期合作伙伴关系。其中最引人注目的是几家高调的动画工作室，其作品也被视为对抗迪士尼的一种方式。其他包含本土内容的节目包括《裸导演》、《 Terrace House》和《康永的整理魔法》。缺乏本地内容被认为是Hulu在2011年开始在日本运营时阻碍其初期发展的因素之一。日本视频流媒体市场随着近年来市场强劲的增长势头，视频流媒体在日本已经成为一个竞争激烈的商业领域。这一发展的主要原因之一是几大国外服务进入日本市场，Netflix和Amazon Prime Video均在2015年推出，DAZN紧随其后于2016年进入，迪士尼于2019年初加入竞争。有消息称，SVOD、交易式视频点播（TVOD）和电子售出（EST）的联合市场在2015年至2022年期间规模增长了三倍以上。SVOD服务使用者的市场份额也呈现出强劲增长。因此，与2010年代中期相比，人们每周工作日观看视频点播（VOD）的平均时间显著增加。