In Japan, YouTube has emerged as the leading force in the digital streaming landscape, according to recent studies.
Data collected by AMDP Analytics reveals that over 65% of the video streaming hours in Japan are spent on YouTube, with news and baseball being the most popular categories.
The data from AMPD’s YouTube dashboard indicates that in May alone, Japanese viewers consumed approximately 2.8 billion hours of YouTube content, averaging 38.5 hours per person.
“Viewing patterns of YouTube in Japan closely resemble those of traditional TV viewing. The content is mostly long-form, it attracts a diverse age group, and peak viewing times are around 9 PM. YouTube is not just a peripheral player in Japan’s media environment; it is a central figure,” explained Sam Yousif, Managing Director at AMPD Analytics.
Leading the viewership in news are channels like ANNnewsCH, TBS News Dig, and 日テレNEWS, surpassing even the popular entertainment outlet, Oricon. In sports, channels like PacificLeagueTV, which covers Pacific League baseball, along with Pivot and SPOTVNOW, are top choices for both free and subscription-based services. DAZN Japan and the horse racing channel JRA are also prominent in the free viewing segment.
Stream Highlights
In the realm of entertainment, platforms such as Oricon and Netflix Japan compete with independent creators like ほんの1分 and MrFuji from Japan.
Approximately 70% of all YouTube consumption in Japan is attributed to long-form content. The remainder comprises Shorts and live broadcasts. Viewing spikes significantly between 9 and 10 PM, mirroring traditional television habits, as noted by Media Partners Asia-owned AMPD.
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