Streaming in Japan - statistics & facts

Video streaming

The high growth rates of subscription-based video and music streaming in recent years stem in part from increased competition in the market. While free streaming services such as YouTube and Nico Nico Douga have been an integral part of the Japanese video streaming landscape since the mid-2000s, subscription-based video streaming did not take off to the same degree as it did in Western countries. Although Hulu has been active on the Japanese video-on-demand market since 2011, it was the arrival of Netflix and Amazon Prime Video in 2015 that marked the beginning of increased competition for local players. Today these include, among others, TVer, Abema, GYAO!, U-Next, NTT Docomo’s dTV and dAnimeStore, Fuji TV’s FOD Premium, and Tsutaya TV. Disney entered the market as another strong contender by rolling out its Disney Deluxe service in early 2019, which was rebranded as Disney+ in June 2020. While survey data indicated that Amazon Prime Video was the leading service among paid video streaming users, it was estimated that Netflix held the highest market share among subscription video-on-demand (SVoD) services based on user fees. According to a ranking of the most popular paid video streaming genres, Japanese consumers show a preference for international and domestic movies ahead of other types of content, such as anime or drama series.

Music streaming

The developments in the music streaming market followed a similar pattern. Apple Music, Google Play Music and Amazon Prime Music entered the Japanese music streaming market in 2015, followed by Spotify in 2016 and YouTube Music in 2018. Initially, music streaming services suffered from a limited selection of songs, as many Japanese record labels saw streaming as a threat to highly profitable physical sales. Due to the relatively high fragmentation of the Japanese music market, streaming services also had to negotiate with numerous companies over licensing agreements. The reluctant stance of the labels has been changing in recent years, as a huge but shrinking CD market makes alternative revenue streams necessary. Consequently, streaming revenues increased and overtook downloads for the first time in 2018. As of 2020, streaming made up three quarters of digital music sales. Domestic players in the Japanese music streaming market include LINE Music, AWA, Uta Pass, d-Hits, and RecMusic.

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