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ACORN
Japan

ABOUT

US

SOLUTIONS

LIFE

STYLE

INTERVIEW

ROOM

COLUMN

ACORN

GROUP

COTACT

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LIFE STYLE

 

Subscriptions

Usage rate of
video distribution services

41.3%

11.1%

6.5%

4.2%

4.1%

2.9%

1.3%

28.8%

Amazon

Netflix

hulu

U-NEXT

DAZN

Disney +

Apple TV+

Usage rate %
by content

Overview

The number of streaming service subscribers in Japan is said to be 44 million as of the end of August 2021. According to a proprietary survey conducted by ACORN JAPAN on September 21, approximately 40% of males and females between the ages of 20 and 59 subscribe at least one streaming service.

The most popular one is Amazon Prime Video, with 29%, far ahead of the 2nd place. Online shopping is common in Japan, and Amazon is one of the most popular. If you become a Prime member with an annual plan of 4,900 yen (45 USD) or 500 yen (4.5 USD) per month, you can get free shipping, free express delivery with next-day delivery, and free date and time options. Amazon Prime Video is also available for free, which has made it very popular.

若年.png

20 ~ 29

30代.png

30 ~ 39

中年.png

40 ~ 49

高年.png

50 ~ 59

老年.png

60 ~ 69

Utilization Rate %

by gender and age

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hulu

13.0

10.8

9.2

10.4

3.4

6.1

3.1

5.2

2.7

5.9

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Amazon

36.4

36.5

27.6

34.4

23.1

25.4

26.8

27.8

31.3

24.6

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Netflix

19.5

18.9

10.2

19.8

9.4

8.8

6.2

8.2

8.0

7.6

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Disney +

3.9

5.4

6.1

5.2

0.9

1.8

2.1

-

-

5.1

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Apple TV+

3.9

1.4

1.0

-

0.9

0.9

2.1

-

0.9

1.7

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U-NEXT

6.5

5.4

7.1

2.1

3.4

1.8

5.2

6.2

3.6

3.4

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DAZN

6.5

5.4

9.2

4.2

5.1

1.8

3.1

1.0

5.4

1.7

 

Almost every streaming service has a large number of users in their 20s and 30s, and with the exception of Amazon Prime Video, less than 10% of users are still in their 40s and beyond.

For Netflix and Hulu, women in their 20s and 30s are almost equally likely to use the services, while men are mainly in their 20s.

Number of contracted services

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hulu

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Netflix

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Amazon

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Disney +

 

Almost every streaming service has a large number of users in their 20s and 30s, and with the exception of Amazon Prime Video, less than 10% of users are still in their 40s and beyond.

For Netflix and Hulu, women in their 20s and 30s are almost equally likely to use the services, while men are mainly in their 20s.

Importance

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​PPRICE
77.6

Many
contents
​52.0

Ease of
search
​34.0

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​PPRICE
70.4

Many
contents
​58.7

Video
quality
​35.3

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​PPRICE
79.4

Many
contents
​57.0

Many
foreign
​33.1

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PPRICE
​64.3

Many
contents
​52.9

​New
releases
33.7

 

A subscription is a content or service for which one pays a fixed fee to use. A business model in which a product is "used" for a certain period of time, rather than "owned". It is also abbreviated as "SABUSUKU" in Japan.

It means "subscription," "periodical subscription," or "membership fee" for a magazine. It later became "permission to use a product for a limited period of time.

 

Utilization Rate

by gender and age

若年.png

20 - 29

中年.png

30 - 39

高年.png

40 - 49

老年.png

50 - 59

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[ LINE ]

[ Twitter ]

[ Instagram ]

[ Facebook ]

[ TikTok ]

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

20 / 30

[ Benefits ]

•  Segment consumers according to values.

•  Understand actual purchasing behavior, willingness to purchase, brand loyalty.

•  Grasp sensitivity to information, media sources used, and frequency of interaction (e.g. with social media, subscriptions).

•  Identify attitude trends (e.g. towards hygiene, disaster preparedness, globalism). 

•  Assess sensory response (e.g. to color, smell, taste).

Acorn Marketing & Research Consultants Japan Co Ltd

OS Building 6F, 1-12-15 Kandaizumicho, Chiyoda-Ku, Tokyo 101-0024, Japan

Tel : +81 3 3863 8318

Copyright 🄫 2021 Acorn Marketing & Research Consultants Japan Co., Ltd