Market Insights Advertising & Media Media TV & Video OTT Video

OTT Video Advertising - Japan

Japan

In Japan, ad spending in the OTT Video Advertising market market is projected to reach US$5.23bn in 2024.
The ad spending in this market is expected to exhibit an annual growth rate (CAGR 2024-2029) of 5.45%, resulting in a projected market volume of US$6.82bn by 2029.
While most revenue will be generated the United States, in Japan is also expected to contribute significantly to the OTT Video Advertising market market.
In this market, a substantial portion of total ad spending will be generated through mobile by 2029.
The average ad spending per internet user in Japan's OTT Video Advertising market market is projected to amount to US$65.21 in 2024.
In Japan, the rapidly evolving landscape of OTT video advertising is increasingly influenced by local consumer preferences for mobile content consumption and interactive experiences.

Key regions: South Korea, Japan, France, Germany, United States

Market

Region

Region comparison

Currency

Analyst Opinion

The OTT Video Advertising market in Japan has been experiencing significant growth in recent years.

Customer preferences: Japanese consumers have shown a strong preference for streaming video content over traditional television. This shift in consumer behavior has been driven by several factors, including the increasing availability of high-speed internet connections and the convenience of accessing content on-demand. As a result, more and more consumers are turning to OTT platforms to watch their favorite shows and movies.

Trends in the market: One of the key trends in the OTT Video Advertising market in Japan is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized ads in real-time. This trend is driven by the growing demand for targeted advertising and the desire to maximize the effectiveness of advertising campaigns. Another trend in the Japanese market is the rise of mobile video advertising. With the widespread use of smartphones and tablets, consumers are increasingly watching video content on their mobile devices. Advertisers are recognizing this trend and are investing in mobile video advertising to reach their target audience effectively.

Local special circumstances: Japan has a unique advertising landscape, with a strong emphasis on creativity and storytelling. Advertisers in Japan often use innovative and visually appealing ads to capture the attention of consumers. This emphasis on creativity has translated into the OTT Video Advertising market, with advertisers using engaging and visually striking ads to stand out from the competition.

Underlying macroeconomic factors: Japan has a strong economy and a large consumer market, making it an attractive market for advertisers. The country's high internet penetration rate and advanced technology infrastructure also contribute to the growth of the OTT Video Advertising market. Additionally, Japan has a well-developed advertising industry, with many local and international companies competing for market share. In conclusion, the OTT Video Advertising market in Japan is experiencing significant growth due to changing customer preferences, such as the shift towards streaming video content and the increasing use of mobile devices. Advertisers are also adopting programmatic advertising and leveraging the country's unique advertising landscape to reach their target audience effectively. With a strong economy and a large consumer market, Japan presents a lucrative opportunity for advertisers in the OTT Video Advertising market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on OTT video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Subsegment size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the segment. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.