According to figures from Media Partners Asia, between January and August 2021, 13% of Japanese viewing time was devoted to premium streaming.
1/3 of Japanese subscribers to a SVOD service
The number of SVOD subscribers reached 44 million in August, with the majority (33%) turning to Amazon Prime Video, followed by Netflix (14%) and Hulu Japan (6%). For reference, the country's total population exceeds 125 million.
Japanese cartoons top viewings
On the content side, the Japanese cartoon catalogs of Prime Video and Netflix represented 40% of consumption in 2021 in Japan. Amazon Prime Video is the leader in the country with 26% of SVOD viewing time and over 15 million active subscribers. Local content, especially animation, accounts for 70% of consumption on Prime Video.
Korean Series Featured on Netflix
Netflix for its part represents 10% of viewing time with 6 million paying subscribers. Namely, Korean series are a big driver for the platform, they represent 25% of views. Next comes American content (15%) followed by original content (US, Japan and animated) with 10%. Source: Advanced Television
