Video on demand/Broadcast/Physical home video market user analysis report (Surveyed in November 2023)
As a white paper on consumer usage awareness and behavior in the video home entertainment market, this report provides a comprehensive analysis of the video on demand (VOD)/broadcast/Physical home video market. This annual report enables you to grasp how the market as a whole has changed over the past year, including the utilization status and brand penetration of each service, and how the market is moving.
Analysis Examples
Analysis of the actual utilization of video content in 2023: Growth in Japan's SVOD Market Finally Slows. Average number of its usage also unchanged from the previous year.
Click here for more information.
Analysis of the actual utilization of video content in 2023: More than half of Japan’s SVOD users share accounts, Nearly 40% of users are considering new or switching to an ad-supported plan.
Click here for more information.Analyzing different types of contract and type of media by cross-categorizing them.
The report takes a broad view of the market by combining the type of contract (Subscription, Rental, Purchase, and Free service) and type of media (Video on demand, Broadcast, and Physical home video) .
| Type of contract | |||||||||
|---|---|---|---|---|---|---|---|---|---|
| ● | Subscription | ■ | Rental | ◆ | Purchase | ▲ | Free services | ||
| Type of media | Video on demand (VOD) |
● | SVOD*1 | ■ | TVOD*2 | ◆ | EST*3 | ▲ | AdVOD*4 |
| Broadcast | ● | Pay TV | ▲ | Free broadcast channels Terrestrial/BS |
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| Physical home video | ● | Subscription for DVD・BD | ■ | DVD・BD rental |
◆ | DVD・BD purchase | |||
| *1: SVOD：Subscription VOD, *2: TVOD：Transactional VOD, *3: EST：Electric Sell Through, *4: AdVOD：Advertising VOD | |||||||||
Wide coverage of the entire video home entertainment market
| Type of contract | |||||||||
|---|---|---|---|---|---|---|---|---|---|
| ● | Subscription | ■ | Rental | ◆ | Purchase | ▲ | Free services | ||
| Type of media | Video on demand(VOD) | ● | SVOD | ■ | TVOD | ◆ | EST | ▲ | AdVOD |
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| Broadcast | ● | Pay TV | ▲ | Free broadcast channels | |||||
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Terrestrial
(no data for individual services)
BS
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| Physical home video | ● | Subscription for DVD・BD | ■ | DVD・BD rental | ◆ | DVD・BD purchase | |||
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Aggregation tools allow access to segment data (optional)
This report is available with a " aggregation tool (Excel format / Tableau format)" at an additional cost.Using the aggregation tools (Tableau, Excel), you can check values by segment that are not listed in the report (PDF version), such as values by prefecture or by SVOD user/TVOD user.
The segments (aggregation axes) include...
Gender (in 10-year increments)
By service: SVOD users/TVOD users, etc.
By device: Internet-enabled TV owners, iPhone owners, etc.
By prefecture
Stance on video content: Those who are willing to pay money to watch the video content they want to watch / Those who want to use video content via the Internet
Viewing status and viewer demographics of SVOD content in Japan can be identified across platforms (optional, Japanese only)
The "SVOD(Subscription Video on Demand) Service Viewer Ranking," which has been well-received as data that shows "the most watched SVOD content now" regardless of platform, is now available as an option (available for individual purchase). The PDF version includes excerpts from the top 25 to top 100 of the various rankings. The Excel version features a comprehensive list of the attributes ranked in the Top 2,000 to Top 4,500, which not include in the PDF version.
The data is useful for content distributors to analyze their own contents and use it as a reference when acquiring contents, and for content holders to understand the popularity of their content and analyze viewing trends by platform. Please refer to the following for details.
- Scope of coverage
- January 2021 - September 2023
- Scope of ranking
- Whole period, Half year, Quarter
- Ranking Type
- Summary
- Overall viewer pt ranking
- Viewers by Gender pt Ranking
- Viewers pt ranking by age
- Gender and Age Scatter Chart
- Viewers pt ranking by platform
- Viewers of Original Movies pt Ranking
*Only "Overall viewers pt ranking" is shown for the quarter.
- Ranking Contents
- Rank
- Content Name / Series Genre
- Maximum pt during the period
- Maximum pt acquisition survey times
- Total pt during the period
- Ratio by gender
- Ratio by age
目次
- About this report
- Summary
- Chapter 1: Summary on actual use per service category
- Chapter 2: Summary on brand prevailing status per individual service
- Chapter 3: Summary on utilization fact-finding per video on demand service
- Summary of Additional Survey
- Chapter 1: Actual use per service category
- Status of utilization per service category and intention to use in the future
- To what extent are the services used?
- Who are using the services?
- How many hours are people viewing?
- What types of contents are people viewing?
- Intention to use in the future
- What aspects are more important when choosing a service?
- Most Preferred Viewing Methods（New）
- Ad-supported plans in SVOD（New）
- Netflix's "Standard with Ads" plan（New）
- Intention to use ad-supported plans if they are introduced （New）
- Chapter 2: Brand prevailing status per individual service
- SVOD service
- Pay TV service
- Subscription for DVD・BD service
- TVOD service
- DVD・BD rental service
- EST service
- DVD・BD purchase service
- AdVOD service
- Free broadcast channels (BS) service
- Chapter 3: Utilization fact-finding per video on demand service
- Status of parallel use within a service
- SVOD service
- TVOD service
- EST service
- AdVOD service
- Reference
- Device possessed by each gender/generation
- Attitude towards video contents of each gender/generation
- Popular genre among each gender/generation
- Criteria for selecting a video for each gender/generation
- Which service category is used to view each content?
Survey overview
| Product Name | Video on demand/Broadcast/Physical home video market user analysis report Surveyed in November 2023 |
|---|---|
| Survey method | Internet survey |
| Survey date | Saturday, November 4, 2023, to Wednesday, November 8, 2023 ※The previous survey was conducted from Saturday, November 5, 2022, to Wednesday, November 9, 2022. |
| Survey target | Male/female of ages between 15 and 69 who are living in Japan |
| The number of respondents | 19,325(1,957 people among those answered to the questions regarding Chapter 3: Utilization fact-finding per video on demand service). |
| Weighing of the figures | The figures in the survey are weighted by arranging the ratio of gender/generation (teens, 20s, 30s, and so on) of the survey target to be parallel to the demographic estimate released by Statistic Bureau, Ministry of Internal Affairs and Communications (rough estimate as of October 1, 2023). |
| Total pages | 202 |
| Sales Methods | Download |
| Deliverable Option | report (PDF), Aggregation tools *(optional extra: Tableau, Excel) |
| Date of issue | Friday, December 22, 2023 |
Price (All prices include tax.)
*"SVOD(Subscription Video on Demand) Service Viewer Ranking" is described as "SVOD Ranking".
- Report
- Japanese version (PDF): ¥385,000
- English version (PDF): ¥605,000
- Japanese version (PDF)+ English version (PDF): ¥825,000
- Report + Aggregation tools
- Japanese version (PDF)+ Aggregation tools (Excel, Tableau): ¥715,000
- Japanese version (PDF)+ English version (PDF)+ Aggregation tools (Excel, Tableau): ¥1,155,000
- Report + SVOD Ranking
- Japanese version (PDF)+ SVOD Ranking (PDF, Excel): ¥660,000
- Japanese version (PDF)+ English version (PDF)+ SVOD Ranking (PDF, Excel): ¥1,100,000
- Report + Aggregation tools+ SVOD Ranking
- Japanese version (PDF)+ Aggregation tools(Excel,Tableau)+ SVOD Ranking(PDF, Excel): ¥990,000
- Japanese version (PDF)+ English version (PDF)+ Aggregation tools (Excel,Tableau)+ SVOD Ranking (PDF, Excel): ¥1,430,000
- SVOD Ranking stand-alone
- SVOD Ranking (PDF, Excel): ¥385,000