OTT Video - Japan | Statista Market Forecast

In Japan, revenue in the OTT Video market market is projected to reach US$9.94bn in 2024.
Revenue in this market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 5.43%, leading to a projected market volume of US$12.94bn by 2029.
The largest market within the market in Japan is OTT Video Advertising, which is forecasted to have a market volume of US$5.23bn in 2024.
In a global context, the majority of revenue will be generated the United States, estimated at US$133.70bn in 2024.
In the OTT Video market market in Japan, the number of users is anticipated to reach 84.7m users by 2029.
User penetration in Japan will be 65.4% in 2024 and is projected to increase to 71.0% by 2029.
The average revenue per user (ARPU) in the OTT Video market market in Japan is expected to amount to US$123.80 in 2024.
The usage share of TVer is estimated to account for 19.0% of the Videostreaming (SVoD) market in Japan for the year 2023.
In Japan, the OTT video market is experiencing a surge in demand for localized content, reflecting the country's unique cultural preferences and viewing habits.

Definition:

OTT Video refers to a digital media distribution model where users can access and watch video content at their convenience, usually through an online platform or service. With VoD, users have the flexibility to choose what content they want to watch, when they want to watch it, and how they want to consume it. This allows users to stream or download video content on demand, without the need for traditional broadcasting schedules or physical media. VoD platforms typically offer a wide range of content, including movies, TV shows, documentaries, and other video content, which can be accessed and viewed instantly or stored for later viewing. VoD has become increasingly popular in recent years, offering convenience, flexibility, and a personalized viewing experience for users.

Structure:

The market consists of several markets, namely Video Streaming (SVoD), which is streaming on a subscription basis, Pay-per-View (TVoD), which is paying for digital video content and watch it online, Video Downloads (EST), which is the download of digital video content and OTT Video Advertising, which is the advertising in video streaming.

Additional Information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through purchases and subscriptions. Market numbers for OTT Video can also be found in the video-on-demand market. Key players in the market are companies, such as Netflix, Amazon or Disney+.

Rentals as single transaction or pay-per-view (transactional VoD or TVoD)
Subscription-based services (subscription VoD or SVoD)
Digital purchases via download or permanent cloud storage (electronic-sell-through or EST)
OTT Video Advertising
Free ad-supported streaming TV (FAST) services, such as Pluto TV or Freevee

Pay-TV subscriptions (cable TV, satellite TV, IPTV, DTTV)
Physical home video (DVD & Blu-ray)
Traditional TV advertising

The OTT Video market in Japan is experiencing significant growth and development, driven by various factors such as changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Japan are shifting towards digital streaming platforms for video content consumption. With the increasing availability of high-speed internet and the proliferation of smartphones and smart TVs, consumers are opting for the convenience and flexibility offered by OTT Video services. The ability to access a wide range of content anytime, anywhere, and on multiple devices is a key driver of this shift in preferences. Trends in the market indicate a growing demand for local and international content on OTT Video platforms in Japan. Streaming services that offer a diverse selection of Japanese dramas, anime, and movies are gaining popularity among domestic consumers. At the same time, international content, especially from the United States and South Korea, is also attracting a significant audience. This trend is fueled by the increasing popularity of Japanese pop culture globally, as well as the availability of localized subtitles and dubbing options. Local special circumstances also contribute to the development of the OTT Video market in Japan. The country has a strong tradition of home video rental stores, known as "video rental shops," which have been a popular source of entertainment for decades. However, with the rise of digital streaming platforms, these physical rental stores are gradually being replaced by online services. This transition is further accelerated by the COVID-19 pandemic, which has led to a surge in demand for online entertainment options. Underlying macroeconomic factors, such as the growth of the digital economy and increasing disposable income, are driving the expansion of the OTT Video market in Japan. The country has a highly developed internet infrastructure, making it easier for consumers to access and stream video content. Additionally, rising disposable income levels allow consumers to afford subscription fees for multiple OTT Video services, further fueling market growth. In conclusion, the OTT Video market in Japan is experiencing rapid growth due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The shift towards digital streaming platforms, the demand for diverse content, the transition from physical rental stores to online services, and the growth of the digital economy are all contributing to the development of this market. As these factors continue to evolve, the OTT Video market in Japan is expected to witness further expansion in the coming years.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.