×

Amazon, Netflix Gain Ground in Japanese Streaming Market

Amazon nearly doubled its share and Netflix grew strongly in Japan’s streaming market last year as the two global services try to raise their profiles in Asia.

dTV from Japanese telco NTT DoCoMo topped the list of SVOD services in Japan in 2017, with a 20.3% share, but that is 3.8 percentage points lower than the previous year, according to marketing analysis firm GEM Partners. Second was Hulu Japan, with 13.5%, and third was U-NEXT. Amazon ranked fourth, nearly doubling its share from 5.9% to 11.5% last year, followed by Netflix, which grew from 4.3% to 7.1%.

Total SVOD sales last is estimated at 183 billion yen ($1.7 billion), a 12.2% increase from the year before. GEM forecasts that Japan’s streaming market will grow to 255 billion yen ($2.4 billion) in 2022.

In Japan, VOD service with smartphone contracts was strong before SVOD services became popular. A strong selling point for Amazon Prime Instant Video in Japan is its low subscription price: 3,900 yen ($36.75) for annual membership with unlimited viewing, about one third of the U.S. membership fee. Amazon video’s price in Japan is cheaper than for dTV, Hulu and U-NEXT.

Netflix Japan has been striving to create more animation content such as “Aggrestuko” (pictured). The new original animated series “DEVILMAN crybaby,” which began in January, has brought in new subscribers.

Compared to Amazon and Netflix, domestic SVOD services in Japan do have such big budgets to produce original content. HJ Holdings, which manages Hulu Japan, has tried to strike partnerships in order to gain access to more content.

A new free streaming service called AbemaTV was launched last year by Cyber Agent and TV Asahi and is gaining in popularity in Japan. It features advertising-supported linear distribution and is investing in production of content even though the service is losing money.

Popular on Variety

More TV

  • German Streaming Service Joyn Orders Original

    German Streamer Joyn Moves Into Original Content With Political Thriller 'Dignity'

    Joyn, the new German streaming service backed by local media giant ProSiebenSat.1 and Discovery, has ordered its first original series, “Dignity,” a political thriller about the hunt for an ex-Nazi who has set up a cult in Chile. Joyn is a free platform offering live streaming of 55 channels, including German pubcasters ARD and ZDF, [...]

  • Youngest Media, Headed By Ex Endemol

    Youngest Media, Headed By Former Endemol Shine Execs, Launches German Subsidiary

    Youngest Media, the content studio led by former Endemol Shine U.K. executives Lucas Church and David Flynn, has launched a subsidiary in Germany. The German arm, headed by Mark Stehli, has received its first order: a German version of reality series “Battle of the Bands” for channel RTL II. Stehli, who has the title managing [...]

  • Judith Light'Transparent' TV show Musical Finale,

    'Transparent' Team Talks 'Transformative Energy' of Trans Community

    As Amazon Prime Video prepares to send off “Transparent” with a musical finale movie on Sept. 27, the cast and creative team behind the show are hoping the impact of a character such as Maura Pfefferman (Jeffrey Tambor) will not be overshadowed by the controversy that the actor who portrayed Maura caused. “I believe that [...]

  • Cherry Jones

    Cherry Jones Wins 2019 Guest Drama Actress Emmy

    Cherry Jones won the 2019 guest drama actress Emmy for her work as the titular character’s mother, Holly Osborne, in Hulu’s “The Handmaid’s Tale.” This was Jones’ second consecutive nomination for the role but first win. Interestingly, both noms were for her work in the second season of the dystopian streaming series. After a few [...]

  • Jane Lynch, Cyndi Lauper Developing 'Golden

    Jane Lynch, Cyndi Lauper Developing 'Golden Girls'-Style Comedy for Netflix

    Jane Lynch and Cyndi Lauper just wanna have fun. The comedian and the 1980s music icon have joined forces to star in a new comedy project that may be heading to Netflix. Lynch let it slip backstage at the Creative Arts Emmys that she and Lauper will co-star in a comedy that she described as [...]

  • Luke Kirby71st Annual Primetime Creative Arts

    Luke Kirby Wins 2019 Guest Comedy Actor Emmy

    Luke Kirby has been crowned the winner of the 2019 guest comedy actor Emmy for his role as the real-life comic Lenny Bruce on Amazon Prime Video’s “The Marvelous Mrs. Maisel.” This was Kirby’s first-ever Emmy attention. He was nominated against a slew of “Saturday Night Live” players (Robert De Niro, John Mulaney and Adam [...]

  • Bradley Whitford photographed at the PMC

    Bradley Whitford Wins 2019 Guest Drama Actor Emmy

    Bradley Whitford won the 2019 guest drama actor Emmy for his role of Commander Joseph Lawrence on Hulu’s “The Handmaid’s Tale.” Whitford joined the cast of the streaming dystopian series at the end of its second season, in episodes that were released after the close of the 2018 Emmy eligibility window. The Television Academy agreed [...]

More From Our Brands

Access exclusive content