Leading free video streaming and video sharing services Japan 2023

According to an online survey conducted in May 2023, more than 95 percent of Japanese respondents who often watch free video streaming or video sharing services used YouTube. YouTube was by far the most popular service in this category. It was followed by TVer and Twitter. Japan’s YouTube consumptionYouTube dominates Japan's video streaming market, with an overwhelming majority of people across all age groups using the service. The platform serves as a pivotal hub for influencer marketing and online content consumption. Offering a wide array of content spanning from educational videos to entertainment and vlogs, YouTube caters to diverse interests, firmly establishing itself as a cornerstone of daily digital consumption. In 2024, Japan ranked second globally in generating YouTube in-app purchase revenues, which encompass sales of channel merchandise, memberships, and highlighted comments. Video streaming market developmentThe video streaming sector in Japan has shown robust growth in recent years and the market has become fiercely competitive due to a high number of platforms. While free streaming services have been a part of video streaming landscape since the mid-2000s, subscription-based platforms initially lagged behind their Western counterparts. Significant shifts occurred with the entry of international players like Netflix and Amazon Prime Video in 2015, followed by DAZN in 2016 and Disney in 2019. Survey data highlights Amazon Prime Video as the preferred choice among paid video streaming users, while Netflix leads in subscription video-on-demand (SVOD) market share based on user fees.

根据2023年5月进行的一项在线调查，超过95%的经常观看免费视频流媒体或视频分享服务的日本受访者使用了YouTube。YouTube无疑是该类别中最受欢迎的服务，其后依次为TVer和Twitter。在日本，YouTube在视频流媒体市场中占据主导地位，几乎所有年龄段的绝大多数人都使用该服务。该平台作为影响者营销和在线内容消费的核心枢纽，提供从教育视频到娱乐和博客的丰富内容，稳固地确立了其在日常数字消费中的基石地位。到2024年，日本在生成YouTube应用内购买收入方面全球排名第二，这包括频道商品、会员资格和突出评论的销售。视频流媒体市场的发展表明，近年来日本视频流媒体行业呈现出强劲的增长势头，市场因众多平台而变得异常竞争激烈。虽然免费流媒体服务自2005年代中期以来一直是视频流媒体景观的一部分，但基于订阅的平台最初落后于其西方同行。随着Netflix和Amazon Prime Video等国际玩家于2015年进入市场，以及DAZN于2016年和迪士尼于2019年的加入，市场发生了显著转变。调查数据显示，在付费视频流媒体用户中，Amazon Prime Video是首选，而Netflix在基于用户费用的订阅视频点播（SVOD）市场份额中领先。