Marketing Analysis Firm: Japan's Streaming Video Sales Increased 12% in 2017
posted on 2018-03-21 20:15 EDT by Karen Ressler
Variety Japan reported on the results of marketing analysis firm GEM Partners' study of the Japanese streaming market on Wednesday. Japan's total streaming video on demand (SVOD) market totaled 183 billion yen (about US$1.7 billion) last year, a 12.2% increase from last year. GEM Partners also forecasts that the market will grow to 255 billion yen (US$2.4 billion) in 2022.
The top SVOD service in Japan for 2017 was NTT Docomo's dTV, with a 20.3% share of the market, but this is a 3.8 percentage point drop from the year before. Hulu Japan ranked second with a 13.5% share, U-NEXT ranked third, Amazon ranked fourth with an 11.5% share, and Netflix ranked fifth with a 7.1% share. Amazon and Netflix both increased from the year before — the services were at 5.9% and 4.3%, respectively, in 2016.
Variety also noted that Amazon Prime Instant Video in Japan has a lower subscription fee than dTV, Hulu, and U-NEXT. At a 3,900 yen (about US$36.75) annual membership fee, it is a little over a third of the United States annual membership fee of US$99.