The rise of the Japanese SVOD market ranks among the top five in the world

Japan is home to the second-largest home entertainment market globally, just behind the United States. The country is currently experiencing rapid growth in its subscription-based video-on-demand (SVOD) sector, with major players like Netflix, Amazon Prime Video, and Hulu leading the way. These platforms are not only expanding their presence but also capturing a significant share of the local audience.

According to data from Ampere Analysis, the combined market share of these three companies has surged from 23% to 56% over the past two years. By the end of 2017, their total number of subscribers was expected to exceed 6.5 million. This impressive growth highlights the increasing popularity of streaming services in Japan.

In fact, Japan's SVOD market now ranks among the top five globally, following the U.S., China, Germany, and the U.K. As the market expands, so does the demand for high-quality content. Ampere analysts noted that as more users sign up for streaming services, the supply of content will also continue to grow, driven by both local and international production.

Interestingly, Japan has become the largest market for Netflix in terms of content volume. In July alone, Netflix Japan had over 7.7 million content items available, surpassing the U.S. (7.6 million) and Canada (6.6 million). The U.K. followed with 6.1 million, while Brazil came in with 5.7 million.

Analysts believe that the intense competition among streaming platforms in Japan has fueled continuous content expansion. Both domestic and international content creators are seeing high demand, which is driving investment and innovation in the industry. As the market matures, it's clear that Japan is not just a growing player in the global streaming landscape—it's becoming a key hub for content consumption and production.

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