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.

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Tokyo, December 8th, 2023 - GEM Partners has published a report called "Video on demand / Broadcast / Physical home video market user analysis report in Japan (Surveyed in November 2023)" 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.

Growth in both SVOD and AdVOD usage rates slowed
DVD/BD rental/sell usage continues to decline, with no sign of bottoming out

Service category: Categorization per type of contract and Type of media

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," in 2023. SVOD for "subscription" <Video on demand> showed the highest increase, recording 39.0%, up 1.2 pt from the previous year. However, since the rapid growth in usage in 2020 (+8.1 pt YoY), the growth rate has been slowing down, with growth halving every year: +4.8 pt YoY in 2021 (*), +2.6 pt YoY in 2022, and +1.2 pt YoY in 2023.
*Rounding has resulted in the first decimal place not matching the difference from the previous year's apparent figure.

Aside from SVOD, AdVOD, which includes YouTube, TVer, TikTok, and other "Free"<Video on demand> services, was the only service with an increasing usage rate. However, the rate of increase was +3.9 pt YoY in 2020, when the usage rate grew, followed by +3.4 pt YoY in 2021, +1.3 pt YoY in 2022, and +0.3 pt YoY in 2023, leaving a sense of stagnation undeniable, as with SVOD.

DVD/BD rentals of " Rental"<Physical home video>, whose usage rate has been declining year after year, also falling in this survey: -3.7 pt in 2021, -2.4 pt in 2022, and -2.3 pt in 2023, showing no sign of bottoming out. DVD/BD sales of "purchased" video software also continued to decline, down 1.1 points from the previous year.

The average number of SVOD usages remained unchanged from the previous year, both for the market as a whole and for SVOD users as a whole.

Changes in utilization rate per type of contract

The average number of SVOD services used was found to be an average of 0.8 services for the market as a whole (total respondents) and an average of 1.8 services for all SVOD users, both unchanged from the previous year. As mentioned earlier, the growth rate of SVOD usage slowed, but there was also no movement in the average number of services used, suggesting that the market as a whole has entered a period of stability.

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As mentioned above, the " Video on demand / Broadcast / Physical home video market user analysis report in Japan (Surveyed in November 2023)" 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.

More details on the report can be found here. Report Details / Purchasing Inquiries

Report specification
Product name: Video on demand / Broadcast / Physical home video market user analysis report in Japan (Surveyed in November 2023)
Survey method : Internet survey
Survey target :Male/female of ages between 15 and 69 who are living in Japan
The number of respondents : 19,325
Published Date: December 08, 2023
Survey date : Saturday, November 4, 2023 - Wednesday, November 8, 2023
Language: English / Japanese

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