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Video streaming services in Japan (April 2023 UPDATE)
As of April 2023, the most subscribed video streaming service in Japan is Amazon Prime Video at 32%. It was followed by Netflix (12%), Disney Plus, U-NEXT, and Hulu (6% each).
Consumers who subscribe to video streaming services is 43%, an increase of only 1% from February 2022, and appears to have peaked and is plateauing.
Amazon Prime Video stands alone.
Subscription rates have hit a peak.
Streaming Services Subscribers
43.7%
+1.2%
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32.2%
+1.2%
Rank
1 st
-
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11.9%
+0.6%
Rank
2 nd
-
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5.8%
+1.2%
Rank
3 rd
+3
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5.7%
+0.6%
Rank
4 th
+1
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5.7%
+0.7%
Rank
4 th
-
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Rank
6 th
4.0%
-0.1%
+1
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Rank
7 th
3.1%
+0.4%
-
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Rank
8 th
2.8%
+0.3%
-
Source: ACORN Japan April 2023 Video Streaming Services in Japan
■ Period: April 2023
■ Survey Method: Online survey
■ Survey Respondents: Male/ Female 20-59 years old nationwide
■ Sample size: n=1,000
Top 8 Most Popular Streaming Services (VS March 2022)
Both men and women in their 20s have a high subscription rate for video streaming services, with 63% of men and 54% of women subscribing. While there is not a significant difference in subscription rates among those in their 40s to 60s, those in their 30s tend to subscribe slightly more, and overall, younger people tend to subscribe more to video streaming services.
Men tend to subscribe to video streaming services more than women.
The subscription rate is highest among people in their 20s.
Subscription Rate by gender and age
Subscription
rate
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Total
44％
32％
12％
6％
6％
6％
Gender
(Male/ Female)
46
41
35
30
11
13
5
7
6
6
6
5
20~29
30~39
40~49
50~59
63
54
46
48
41
31
42
38
35
37
35
37
31
24
35
22
27
23
15
13
3
8
9
11
7
9
6
9
4
3
4
7
14
4
9
6
4
5
1
6
11
7
9
8
2
2
6
6
Source: ACORN Japan April 2023 Video Streaming Services in Japan
By subscription services, the monthly subscription fee is the first most important for all services.
The second most important factor is the amount of video content, which is less important for Hulu than for other services.
New releases are the most important in terms of video content for all video delivery services, but less important for Amazon Prime Video than for other services
By subscription services, Netflix subscribers place more importance on "many original works," while Disney+ subscribers place importance not only on "many original works," but also on "nostalgic works" and "Many U.S. dramas".
Disney+ has been emphasizing on Korean dramas in recent years, but it was not important as much among the subscribers, while U-NEXT and Netflix subscribers were more concerned about "many Korean dramas".
Hulu was second to U-NEXT in emphasizing "many Japanese dramas.
Important things in streaming services are the monthly subscription cost,
the amount of video content, and the ease of searching.
For video content, not only new and original works, but also nostalgic works are important.
* Nostlgic works are movies/ dramas made more than 10 years ago
* Sort descending by Total
Total
Monthly subscription fee
Amount of video content
Ease of search
91%
94
91
91
90
88
83%
86
87
87
69
87
72%
74
75
80
67
80
Video quality
New releases (released within a year) are available
70%
72
77
73
73
80
64%
66
76
73
71
73
Many nostalgic works (made more than 10 years ago)
55%
57
66
66
66
55
68
68
Many original works
51%
50
72
72
66
66
53
60
Many compatible devices (Apple TV, PS/PS5, etc.)
51%
53
64
63
56
59
Many Japanese dramas
50%
50
57
56
63
63
70
70
Ability to skip intros and credits
Many people can watch at one time with one account
44%
44
60
64
48
60
41%
44
52
54
47
50
Many animations
40%
41
44
46
45
51
Many U.S. dramas
Many dubbed movies
Download function
39%
37
54
62
62
59
59
49
39%
39