Analysis of the actual utilization of video content in 2024 The usage rate of Japan's SVOD maintains a gradual upward trend, the average number of services used also increasing.
Tokyo, December 8th, 2024 - GEM Partners has published a report called "Video on demand / Broadcast / Physical home video market user analysis report in Japan (Surveyed in November 2024)" 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.
The SVOD usage rate remains stagnant but maintains an increase of 1pt from a year earlier.
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 2024. SVOD for "Subscription" <Video on demand> showed the highest increase, recording 40.5%, up 1.5 pt from the previous year. While growth has slowed in recent years compared to the rapid increases in 2020 (+8.1 pt YoY) and 2021 (+4.8 pt YoY*), it has maintained a rise of over 1 pt, following an increase in 2023 (+1.2 pt YoY).
*Rounding has resulted in the first decimal place not matching the difference from the previous year's apparent figure.
On the other hand, "Free" <Video on demand> AdVOD, which had been showing a gradual upward trend, recorded a slight decline of -0.9 pt YOY. Similarly, "Free” <Broadcast>, including terrestrial and BS broadcasts, also showed a declining trend. Additionally, in the "Rental", both <Physical home Video> DVD/BD rental and <Video on demand> TVOD continued to decrease from the previous year, indicating an overall contraction in the rental market.
The average number of services used by SVOD users has slightly increased compared to the previous year, with growth among younger users.
The average number of SVOD services used was found to be an average of 0.9 services and increased 0.1pt from the previous year for the market as a whole (total respondents). Among SVOD users, the average rose slightly from 1.76pt in the previous year to 1.81pt in 2024. *The values displayed in the chart are rounded up second decimal place. Looking at the average number of services used among SVOD users by age group, an increase was observed among younger age groups, such as those aged 15–19 and 20s, while those in their 30s and older either maintained their usage levels or decreased.
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As mentioned above, the " Video on demand / Broadcast / Physical home video market user analysis report in Japan (Surveyed in November 2024)" 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.
Report specification
Product name: Video on demand / Broadcast / Physical home video market user analysis report in Japan (Surveyed in November 2024)
Survey method : Internet survey
Survey target :Male/female of ages between 15 and 69 who are living in Japan
The number of respondents : 18,499
Published Date: December 06, 2024
Survey date : Saturday, November 2, 2024 - Wednesday, November 6, 2024
Language: English / Japanese