SVOD market size is 450.8 billion yen in Japan in 2022 (up 16.7% YoY); Netflix leads the market share for the fourth consecutive year, followed by U-NEXT in second place.

Tokyo, February 17th, 2023 - GEM Partners has published a report called “The 5 year forecast (2023-2027) of Video On Demand (VOD) market”. The report includes predicted values for the market size from 2023 to 2027 under three scenarios and the estimates of the video on demand (VOD) market size/share in 2022. From this report, we are pleased to report some remarkable findings.

In 2022, the Japanese SVOD market is estimated to grow further to 450.8 billion yen (+16.7% YoY).

In 2022, the Japanese SVOD market size was estimated at 450.8 billion yen, up 16.7% from the previous year. This is the total amount paid by consumers to subscription service providers, regardless of the type of contract, and does not include advertising revenue.

In 2021, the SVOD market size grew 19.9% year-on-year to an estimated 386.2 billion yen, driven by rising demand for home entertainment during COVID‑19. In 2022 the market continues to expand unabated.

Netflix Earns No. 1 Japanese Market Share for Fourth Consecutive Year.
U-NEXT overtakes Amazon Prime Video to take the No. 2 spot.

Estimating the share of SVOD by service, Netflix took the largest share in 2022 with 22.3% (-0.8 pt from the previous year). Although it lost market share slightly from the previous year, it has maintained the top spot since 2019. This marks its fourth consecutive year in the lead.

U-NEXT was next, with a 12.6% share (+1.1 pt from the previous year), expanding its share from the previous year. U-NEXT, which was in third place in the previous year, moved up to second place in 2022, surpassing Amazon Prime Video. In third place was Amazon Prime Video with 11.8% (-0.2 pt from the previous year).

Meanwhile, the service that gained the most market share point from the previous year was Disney+, which increased its fees in October 2021. With a share of 9.4%, up 3.4 pts from the previous year, it overtook Hulu to take 5th place. The next service to increase its market share was DAZN, which increased its fees last year and maintained its fourth-place position with 11.4% of the market, up 1.6 pt from the previous year.

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In addition to SVOD, the report provides market size and share by service for TVOD and EST as well. In our report, we also estimate the overall VOD market size and forecast the market size until 2027 based on "base," "optimistic," and "pessimistic" scenarios. The above estimation logic is described in detail so that the estimation method can be confirmed.

Report specification
Product name: “The 5 year forecast (2023-2027) of Video On Demand (VOD) market” report
Published Date: February 17, 2023
Language: English / Japanese
Deliverable Option: Report (PDF), Aggregate data(Excel)
The total number of pages: 26 pages