Disney+ Powers Japan Streaming Market Growth In Third Quarter, Research Finds

Disney+ Powers Japan Streaming Market Growth In Third Quarter, Research Finds

Disney+ was a key driver of growth in the Japanese streaming market in the July-September quarter. According to a new report, it has overtaken Japanese broadcaster Hulu to become the country's third largest broadcaster.

Japan added 1.1 million new subscriptions to SVOD networks in the third quarter of 2022, according to research by Media Partners Asia and its research platform AMPD. The total Japanese market had 49.4 million SVOD subscriptions in Q3 2022.

Amazon Prime Video is the market leader with about 16.5 million subscribers in the country, ahead of Netflix with 7 million. With 3.6 million at the end of September, Disney+ moved up to third place. (Hulu Japan is not affiliated with Disney and is instead owned by Nippon Television.)

Media Partners Asia said Disney+ customer acquisition was driven by marketing and merchandising discounts, children's franchises, Korean franchises and support pillars.

The report highlights the importance of anime in the Japanese market and the growing role of Korean content.

“Animation is the hallmark of premium video streaming in Japan, accounting for 44% of premium video consumption in 2022. Activity content is particularly prominent on Hulu Japan and U-Next - reports say - while having a license to broadcast live.

"Outside of Disney+, SVOD growth in Japan was relatively flat in Q2 and Q3. Amazon Prime Video led the segment, followed by Netflix, both of which benefited from a large non-exclusive animation library to drive spending," Vivek said. Koto, Managing Partner of Media Partners Asia. “Local TV consortiums and AVOD TVer platforms continue to grow their share of premium video consumption, meeting the demand for live TV and keeping up with popular variety and drama.

"Licensed TV content is also driving subscriber acquisition for Hulu Japan and U-Next. Korean dramas in particular play a large role in subscriber acquisition for Netflix and Disney+, providing competitive differentiation among their mostly non-exclusive animation libraries. Disney+ also builds Started." An exclusive animation library that highlights content differentiation strategies in a mature SVOD environment

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