Analysis of the actual utilization of video content in 2022: SVOD and AdVOD usage rates increased; SVOD also saw an increase in the average number of services used.

Tokyo, December 9th, 2022 - GEM Partners has published a report called "Video on demand / Broadcast / Physical home video market user analysis report in Japan (Surveyed in November 2022)" an analysis report on the actual usage of video content. In this release, we will report on the actual status of user usage in the form of excerpts from the survey report, focusing on trends in usage rates across type of contracts and type of media, as well as the average number of SVOD users.

SVOD utilization rate: +2.6 pt YoY to 37.8%; rapid growth after 2020 subsides but still growing.
AdVOD utilization rate: +1.3 pt YoY to 58.7%, though the increase is shrinking.
DVD/BD Rental/Sell Utilization rate: Continuing Decline, Shift to Digital.

In a survey of utilization rates of <Video on demand>, <Broadcasting>, and <Physical home video> for each type of media by type of contracts such as "Subscription," "Rental," "Purchase," and "Free,". SVOD for "subscription" <Video on demand> showed the largest increase, recording 37.8%, up 2.6 ppt from the previous year. Although growth was slower than in 2020 (+8.1 pt YoY) and 2021 (+4.8 pt YoY*), growth continued to be robust.
*Rounding has resulted in the first decimal place not matching the difference from the previous year's apparent figure.

AdVOD, the "free" <video delivery> service, is also growing in utilization. AdVOD, which includes YouTube, TVer, TikTok, etc., recorded 58.7%, up 1.3 ppt YoY; like SVOD, the increase was less than that of 2020 (+3.9 ppt YoY) and 2021 (+3.4 ppt YoY).

On the other hand, DVD/BD rentals of "Rental" <video software>, whose utilization rate has been declining year after year, showed no sign of bottoming out in this survey as well, at 12.7%, down 2.4 pt from the previous year. Similarly, DVD/BD purchases of "Purchased" <video software> continued to decline by 1.6 pt from the previous year, about the same level as the previous year, suggesting that the shift from physical to digital, especially SVOD, continues to progress for both rentals and sells.

The average number of SVOD services used in the overall market increased to 0.8 services, up 0.1 YoY.
The average number of services used by SVOD users also increased by 0.1 YoY to 1.8 services.

The survey looked at the average number of SVOD services used. The results showed that the market as a whole subscribed to an average of 0.8 services, up 0.1 from the previous year. The value of SVOD, which did not change from 2020 to 2021, also increased this time, with an average of 1.8 services per person, up +0.1 from the previous year. In addition to an increase in the total number of services used by the market as a whole, the average number of services used by SVOD users, especially those in their 20s and 50s, has increased.

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As mentioned above, the " Video on demand / Broadcast / Physical home video market user analysis report in Japan (Surveyed in November 2022)" provides a wide variety of data, including analysis across contract types and media type, actual usage by category, brand penetration by individual service, and in-depth analysis of usage by video on demand service. We hope you will find it useful in understanding and analyzing the home entertainment market as a whole.

Report specification
Product name: Video on demand / Broadcast / Physical home video market user analysis report in Japan (Surveyed in November 2022)
Survey method : Internet survey
Survey target :Male/female of ages between 15 and 69 who are living in Japan
The number of respondents : 19,634
Published Date: December 09, 2022
Survey date : Saturday, November 5, 2022 to Wednesday, November 9, 2022
Language: English / Japanese
Deliverable Option: Report (PDF), Aggregate tools *(optional extra: Tableau, Excel)