日本点播视频流、动漫产业市场前景及投资研究报告-培训课件外文版2024.4

INDUSTRIES

&

MARKETSThe

rise

of

on-demand

videostreaming

in

Japan

and

itseffects

on

the

anime

industryOverview

reportMajor

video

streaming

services

pushed

the

anime

streaming

business

in

JapanExecutive

summaryTheJapaneseanime

industrygenerated

arecord

revenue

of

2.74

trillion

Japaneseyen

in2021.

Oneof

the

strongest

growth

drivers

inrecent

years

was

videostreaming,

which

hasbecome

increasingly

popularamong

consumers

bothabroadandinJapan.Theascendanceof

streaming

platformscreated

astrong

demand

forcontent

and

new

opportunities

foranimation

producers.yen

in2015

to

453

billionyen

in2022.

Duringthesame

period,

the

share

ofpeople

who

usesubscription

video-on-demand

(SVOD)

services

increased

fromless

than

ninepercent

toalmost

38

percent.•

Animeiswatched

byalmost

halfof

JapaneseSVOD

users,which

makes

itthemost

populartypeofcontent

on

SVOD

platforms.Thecompetition

between

video-on-demand

(VOD)

platforms

inJapanintensifiedsignificantlyafterthe

market

entry

of

several

high-profile

services

in

themid-2010s,which

alsoincluded

the

startof

Netflix

and

Amazon

Prime

Video

inSeptember2015.

Netflix,which

secured

many

partnershipsandexclusive

dealswith

Japanesestudiosover

theyears,

has

played

aparticularly

important

role

foranimeproduction

companies.•

Thedomestic

anime

streaming

revenue

reached

more

than154

billion

yen

in2021.

Afterovertaking

TVbroadcasting

in2020,

streaming

isnow

the

mostvaluablesegment

directly

associated

withtheconsumption

of

series

and

moviesinthe

domestic

animemarket.

DVDs

and

Blu-rays

facealong-term

decline.•

Therise

ofstreaming

services

hasled

todiscussionsaboutchangingbusinessmodels.

Thetransition

poses

anopportunityforanimation

productioncompanies,

but

television

remains

animportant

source

ofrevenue.Duetoitspopularity,anime

content

isparticularly

important

forplatformsthatcompete

inthe

Japanese

VOD

market.

Atthe

same

time,therise

ofstreamingservices

hasimpacted

people’s

consumption

behavior

and

brought

aboutmajorchangesinthe

anime

industry.Togiveabetter

understandingoftheimportance

video

streaming

and

majorplatformshavefortheanimeindustryinitsdomestic

market,thisreport

providesinsightsinto

therecent

developments

inthe

Japanese

VOD

market,

the

role

animecontent

playsinit,andthe

effects

thatvideo

streaming

hashadonvarious

animesegments.Inthisreport,

the

following

key

insightsare

provided:•

Themarket

ofpaidvideostreaming

services

more

than

tripled

from141

billion301The

impact

of

increasing

competitionon

the

VOD

market

in

Japan•

Development

of

the

on-demand

video

streaming

market•

Changing

media

consumption

behavior•

User

preferences

inchoosing

SVOD

services•

Market

leadersHow

on-demand

video

streaming

picked

up

pace

in

JapanThelaunch

of

major

services

increased

the

competition

inthe

Japanese

videostreaming

marketTheyear2015

iswidely

regarded

asapivotal

year

forthe

Japanese

on-demandvideo

streaming

market.

InSeptember

2015,

bothNetflix

andAmazon

Prime

Videostarted

theirservices

inJapan,which

marked

the

beginningof

highercompetitionbetween

video

streaming

platformsandled

to

strong

growth

inthemarket.video

director

ToruMuranishi

thatwas

released

inAugust

2019.

Justonemonthafteritsrelease,

Netflix

statedthatithadaboutthree

million

subscribers

inJapan.Itwas

thefirsttime

thatthe

company

disclosed

suchfiguresfortheJapanesemarket.Thesecond

half

of

the

2010s

was

marked

byanintensifyingbattleover

audiencesasmore

andmore

services

entered

the

market.

These

includeddomestic

services,suchasAnimeHodai,TVer,

AbemaTV,

and

Paravi,but

alsointernational

ones,

suchasDAZN,

Disney+,

andApple

TV+.

Thegrowth

of

the

on-demand

videostreamingmarket

gathered

paceduringthistime(see

page8),

andespecially

thepenetrationrateof

SVOD

services

increased

strongly

(see

page9).

Survey

figuresshow

thattheaverage

timepeople

spent

onVOD

services

perweekday

increased

from

just

1.4minutesinfiscalyear

2014

to

15.7

minutesinfiscal

year2022,

while

real-timetelevision

isconfronted

with

along-term

downward

trend(see

page11).

Itcanalsobeseen

thatyoungpeople

spendmore

timeon

streaming

services

thanoldergenerations

(see

page12).Althoughonlinedistributionplatforms

suchasBandaiChannelhaveexisted

sincethe

early

2000s,

Japanese

consumers

initiallydidnotembrace

on-demand

videostreaming

to

thesame

degree

thatconsumers

inother

advancedeconomies

did.According

toITjournalist

and

publicistMunechikaNishida,one

possibleexplanation

isthatthestrength

offreely

availableterrestrial

broadcasting

intheJapanese

market

generated

apsychological

hurdlewith

regard

to

SVOD

services.Prior

to

2015,

theJapanesemarket

had

largely

been

dominated

bydomesticplatforms,

suchasFujiTelevision

on

Demand,U-Next,

or

Hikari

TV.

Ithadalsobeenperceived

as

amarket

difficult

to

penetrate

forinternational

competitors.

Onecaseinpointisthestory

of

Hulu,whose

Japaneseversion

experienced

astrong

price

cutin2012

before

itwas

eventually

sold

toNipponTVin2014.While

therehavebeen

signsof

consolidation,

the

Japanese

market

isstillcharacterized

byahighnumberofcompeting

streaming

services.

Themostcommonly

used

paid

video

streaming

services

are

Amazon

Prime

Video,

Netflix,

U-Next,Hulu,andDisney+

(see

page15).Asthe

TVindustryexpert

Tomoko

Hasegawa

explains,Netflix

was

abletosucceedinJapanbecause

of

itsattractiveoriginal

content.

Oneprominent

example

shepointstointhisregard

is

“TheNaked

Director,”

alive-action

series

aboutthe

adult5Sources:

Diamond

Online;

Nikkei

Shimbun;

Tech+The

competition

in

the

Japanese

on-demand

video

streamingmarket

has

intensified

over

the

years(1/2)Major

services

and

theirlaunchdatesinJapan2002October2005January2007

20082011SeptemberHulu2012May2013NovemberJuneMarchBandaiChannelJ:COMOnDemandfrom

2023:Gyao

Nextfrom

2009:HikariTVVideoPassfrom

2020:Amazon

InstantVideofrom

2015:DecemberNovemberdmarketVideoStorefrom

2013:dvideoTelasaAmazon

VideoJ:COMStreamU-NextNHKOn

DemandJulyJulyWOWOW

MembersOn-DemandFujiTelevisionOnDemandfrom

2015:from

2015:dTVAnimeStorefrom

2013:FODfrom

2023:TheJapanese

on-demandvideostreamingmarkethasseenthe

startofmanymajorservicesoverthe

past

twodecades.

Someservices

wererenamedafterentering

the

market,

whileotherswerereplacedbysucceedingservices

ofthe

sameoperators.Leminodanimestore6Notes:Japan;

servicesthat

ended

their

operations

are

notincluded

in

this

timelineSources:

AV

Watch;

Bandai

Namco;

Fuji

Television

Network;

ITmedia;

JCOM;

KDDI;

NTTDocomo;NTTPlala;

PRTimes;Usen-Next

Holdings;

Usen;WOWOWThe

competition

in

the

Japanese

on-demand

video

streamingmarket

has

intensified

over

the

years(2/2)Major

services

and

theirlaunchdatesinJapan2014April2015February2016April2018April2019March2020June2021January2023JuneNippon

TVfullytakesoverHulu‘sJapanAbemaTVfrom

2020:ParaviDisney

DeluxeU-Next

merges

withParavi.The

usersofParaviare

transferredtoU-Next.AnimeHodaiSeptemberNetflixDisney+WOWOWOn-DemandNovember(previously:Disney

Deluxe)(previously:WOWOWMembers

On-Demand)AbemaAppleTV+operationsAugustAmazonPrimeVideoDAZNOctoberTVer7Notes:Japan;

servicesthat

ended

their

operations

are

notincluded

in

this

timelineSources:

AbemaTV;

Apple;

AV

Watch;

HJHoldings;

ITmedia;

PRTimes;SoftBank;

The

WaltDisney

Company

(Japan);

TVAsahi

Holdings;

U-Next;WOWOWJapan's

on-demand

video

streaming

market

has

soaredin

recent

yearsPaidvideostreaming

market

size

inJapanfrom

2010

to2022Marketsizein

billionJapanese

yenThepaid

video

streaming

market

inJapanreached

453

billionJapanese

yen

forthe

firsttime

in2022.

Themarket

more

thantripled

compared

to2015,

the

year

duringwhich

Netflix

andAmazon

Prime

Video

startedtheirservices

inJapan.Inthe

earlyhalfofthe2010s,

the

market

expanded

duetofactorssuchasthe

increasing

dissemination

of

smartphones

and

tablets,theimprovement

ofcontent

libraries,

the

lowering

ofprices,

andthe

spread

ofsubscription

models.

Asmore

and

more

majorservices

joined

the

competition,

the

market

steadily

builtmomentum

inthe

second

half

of

the

2010s.

Factors

suchasthecontinuousadvertising

of

service

operators,

thepenetration

ofmissed-program

streaming,

the

cooperation

between

streamingplatformsandtelecommunications

businesses,

aswell

astheincreasing

habituation

among

consumers

played

arole

inthestrong

increase

in2019,

which

also

sawthe

market

entry

ofDisney

and

Apple.TheCOVID-19

pandemic

gavethe

market

anadditionalpushfrom2020

onward

byincreasing

thedemandforhome

entertainment.453423371277220185163141123125,52014101,682,676,22010201120122013201520162017201820192020202120228Notes:Japan;

2010

to2022;

paid

video

streaming

servicesencompass

subscription

video-on-demand

(SVOD),transaction

video-on-demand

(TVOD),

electronic

sell-through

(EST),and

live-streaming

services;figures

are

based

onuser

expenditures

and

do

notincludeadvertising

revenuesSources:

Digital

Content

Association

ofJapan;

PRTimes;ID:1100890;

Text:Digital

Content

Association

ofJapanSVOD

services

exhibited

the

strongest

adoption

growthSVOD,TVOD,

EST,and

ADVOD

services

penetration

rateinJapanfrom2015

to

2022Theshareof

people

inJapanwho

useSVOD

services

increased

from

less

thanninepercent

in2015

to

almost

38

percent

in2022,

which

was

thestrongest

growthdevelopment

but

alsoenjoyed

higherpenetration

rates

compared

to

the

mid-2010s.

While

TVOD,

which

isalsocalled

pay-per-view

(PPV),refers

torental

services,observed

among

VOD

services

inrecent

years.

Othertypesof

VOD

services,

suchas

ESTrefers

to

services

thatallow

permanent

purchases.

ADVOD

platformsare

freelytransactional

video-on-demand

(TVOD),electronic

sell-through

(EST),

andad-supported

video-on-demand

(ADVOD

or

AVOD),experienced

alessdynamicavailableand,

therefore,

typicallyenjoy

alarger

userbasethan

other

typesofservices.Share

ofrespondentswhousethe

respectivetype

ofstreamingservice58,7%57,4%54,0%51,3%50,0%50,1%47,1%37,8%35,2%30,3%22,2%6,2%18,6%6,0%14,5%5,4%4,1%11,4%4,6%8,9%8,0%7,6%7,8%5,6%5,9%6,2%4,7%4,2%20154,9%4,5%3,8%201620172018SVOD2019ADVOD202020212022TVODEST9Notes:Japan;

November5

to9,

2022;

19,634

respondents;

15

to

69

yearsofageSources:

GEMPartners;

ID:1197377;

ID:1197397;

ID:1197450;

ID:1296102Television

remains

the

most

popular

form

of

video

consumptionPreferred

typesofvideo

consumption

inJapanasof

May2022ShareofrespondentsTelevision

stillreigns

supreme

among

thediverse

video

consumption

possibilities

inJapan.Abouttwo-thirds

ofpeople

oftenwatch

real-time

television,

while

aReal-timetelevisionprogramsRecordedtelevisionprogramsVideo-sharingservice66,9%52,3%45,2%majority

often

watch

recorded

televisionprograms.

Althoughthe

useof

SVODservices

hasincreased

considerably

inrecent

years

(asshown

on

the

previouspage),lessthanathird

statethattheyoften

usepaidvideostreaming

services.Thefiguresindicatethe

continuingstrongposition

of

television

inthe

Japanesemarket.

Themediumis

usedbymany

onaregular

basisandremains

animportantaspect

of

people‘s

lives.FreevideostreamingservicePaid

videostreamingserviceVideoson

social

networkingservices(SNS)Cooking/recipevideos29,1%25,3%21,2%17,0%PurchasedDVD,Blu-ray,etc.Videoson

newswebsites,etc.RentalDVD,Blu-ray,etc.13,7%12,1%10,0%8,7%Livevideos/livestreamingPay-per-view(PPV)livestreamingOthers1,5%0,1%10

Notes:Japan;

May6

to12,

2022;

21,010

respondents;

10

yearsand

older;gender,age,and

class

ofrespondents

weresampled

toreflect

the

Japanese

internet

user

population

as

closely

aspossible;

respondents

wereaskedabout

the

media

they

usually

watch

often;multiple

answers

possibleSources:

Impress;ID:1097842While

VOD

consumption

increases,

TV

consumption

decreasesThetwomedia

show

different

growth

trajectories,

but

aremarkably

largegapremainsAveragetime

people

spentwatchingvideo-on-demand

(VOD)

orreal-time

televisionperweekday

inJapan

from

fiscal

year2014

to2022Despite

thegrowth

ofon-demand

videostreaming,

television

consumption

stillcommands

muchmore

of

people's

timethan

VOD

services.

Anannual

survey

onmedia

usageinJapanshows

thattheaverage

timepeople

spent

onreal-timetelevision

consumption

infiscal

year2022was

more

thaneighttimes

higherthan

thetimespent

onVOD

services.

Onebigdifference

between

thetwomedia

isthegrowth

trajectory:

WhileVOD

servicesshowed

substantial

increases

inrecentyears,

real-time

television

facesalong-term

decrease.Averagetimeinminutes174,3170,6168163,2161,2159,4156,7146135,515,714,111,34,75,42,120163,21,420141,72015201720182019202020212022Video-on-demand(VOD)

Real-timetelevision11

Notes:(1)

(2)

Japan;

November

5to

11,

2022;

3,000

respondents;

13

to69

years

ofage;based

ondiary

entriesSources:

(1)

(2)

Ministry

ofInternal

Affairs

and

Communications

(Japan);YamateInformation

ProcessingCenter;ID:1293177;

ID:1201929Younger

age

groups

are

comparatively

enthusiastic

about

VODSurvey

figuresreveal

cleargenerational

differences

inmedia

consumptionAveragetime

peoplespentonwatching

video-on-demand

(VOD)orreal-time

televisionperweekdayinJapaninfiscal

year2022,

byagegroupOnemajor

factorforthe

difference

intimespenton

VOD

services

and

real-timetelevision

canbefound

inJapan'sAveragetimeinminutesdemographic

makeup.

Likemanycountries,

Japanhasanagingpopulation,but

Japan'smedian

ageis

nearly

thehighest

in

theworld.

Asaresult,

theconsumption

behavior

ofolder

people

hasalarger

effect

on

thetotalaverage

thanthe

consumption

behavior

of

youngerpeople.

While

younger

people

–

andparticularly

thoseintheirteens

andtwenties

–

arecomparatively

enthusiasticaboutVOD

services,

respondents

intheirsixtiesremain

strongly

attachedtotelevision

asamedium.244,2160,7124,1104,472,94628,720,316,214,811,950

to59

years7,860

to69

years13

to19

years20

to29

years30

to39

years40

to49

yearsVideo-on-demand(VOD)Real-timetelevision12

Notes:(1)

(2)

Japan;

November

5to

11,

2022;

3,000

respondents;

13

to69

years

ofage;based

ondiary

entriesSources:

(1)

(2)

Ministry

ofInternal

Affairs

and

Communications

(Japan);YamateInformation

ProcessingCenter;ID:1293187;

ID:1294849;

Text:ReutersSVOD

users

onaverage

use

morethan

one

serviceConcurrent

usageofmultipleservices

isparticularly

prevalent

among

youngpeopleAveragenumberofsubscriptionvideo-on-demand(SVOD)

servicessubscribed

tobyusersinJapan

asofNovember2022,

bygenderAveragenumberofsubscriptionvideo-on-demand(SVOD)

servicessubscribed

tobyusersinJapan

asofNovember2022,

byage

groupSurvey

figuresshow

thatusers

ofSVODservices,

onaverage,

usemore

than

oneservice.

Thistendency

ismoreAveragenumber

ofsubscribedservicesAveragenumber

ofsubscribedservicespronounced

among

men

than

amongwomen.

Itisalso

more

prevalent

amongyounger

people

thanamong

older

agegroups,which

againshows

thattheyoungdemographic

is

particularly

enthusiasticabouton-demand

video

streamingservices.

Incidentally,other

survey

datashows

thatyounger

people

alsotendtowatch

animemore

frequently

than

thegeneral

adultpopulation(see

page25),indicating

thatthere

isastrong

incentiveforservices

to

offer

animecontent

toappeal

to

thistarget

group.1,92,11,91,81,61,61,51,6MenWomen15to19

20to29

30to39

40to49

50to59

60to69years

years

years

years

years

years13

Notes:(1)

(2)

Japan;

November

5to

9,

2022;

19,634

respondents;

15

to69

years

ofage;

the

total

number

ofsurveyrespondents

was

19,634,

ofwhich

37.8

percentwereSVODusers.Sources:

(1)

(2)

GEM

Partners;

ID:

1196703;

ID:1196735Price

is

the

leading

factor

in

deciding

on

an

SVOD

serviceContentalso

playsanimportantrole

forusersNumber

ofrespondentsAccording

toasurvey

among

SVOD

users,

pricewas

theleading

factorwhen

itcame

to

choosing

aparticularSVODservice.

More

than

300

survey

respondents

opted

forthisanswer.

Pricingwas

followed

bythe

number

oftitlesandtherichness

ofcontent,which

indicatestheimportance

ofcontent

libraries.

Original

programs

alsofallintothis

categorybut

were

chosen

byasmaller

numberof

respondents.PriceNumberoftitles315260RichnessofcontentWebsiteorappthatiseasytouseSimpleprocedure220126121Usabledevices116Originalprograms116Picturequality113Campaign

(firstmonthforfree,etc.)PossibilityofdownloadsUpdatefrequency1071049379ManypaymentmethodsWordofmouth625445PossiblenumberofviewersNothinginparticularOther1014

Notes:Japan;

June

10

to

14,

2022;

1,112

respondents;

15

to

59

years;

multiple

answers

possible;

the

original

surveysample

size

was

1,112

people,

ofwhich

58.4

percent

had

used

a

subscription

video-on-demand

service.Only

people

who

had

used

a

subscription

video-on-demand

servicewereconsidered

forthis

question.Sources:

Appliv

Topics;

JustSystems;

ID1349984Prime

Video

is

the

most-used

paid

video

streaming

serviceLeading

paid

video

streaming

services

among

users

inJapanas

ofMay

2023ShareofrespondentsMore

than

two-thirds

ofpaidvideo

streaming

service

users

inJapanuseAmazon

PrimeVideo.

WhatsetsPrime

Video

apartfrom

itscompetitors

is

itsbusinessmodel:

Since

the

service

ispartof

anAmazon

Prime

subscription,there

is

alargecustomerbasethatcanbetappedinto.Thesurvey

data

alsoshows

aconsiderable

gapbetween

Prime

Video

and

second-rankedNetflix,aswell

asbetween

Netflix

andothercompetitors.

Outofthe

top

fiveservices,

onlyU-Next

andHulubelong

toJapaneseparent

companies

(see

page17),

which

indicatesthe

impactinternational

competition

hashad

on

the

market

inrecentyears.AmazonPrimeVideoNetflix72,6%21,7%U-Next9,3%8,4%HuluDisney+7,4%DAZN6,6%danimestoreYouTubePremium4,8%4,8%4,2%3,6%WOWOWOn-DemandSKYPerfecTV15

Notes:Japan;

May8

to12,

2023;

1,347

respondents;

10

yearsand

older;among

usersofpaid

video

streaming

services;multiple

answers

possibleSources:

Impress;ID:1200908Netflix

is

the

leadingSVOD

service

based

on

user

expendituresSVOD

market

share

inJapanin2022,

byserviceMarketshareAlthoughAmazon

Prime

Video

isthemost

widely

used

service,Netflix

isleading

when

itcomes

tomarket

sharesbased

on

userexpenditures.

Thisdiscrepancyiscaused

bydifferent

pricingstrategies:

Users

ofNetflix

andU-Next

haveto

payhighermonthly

fees

than

users

ofPrime

Video

(see

nextpage).

Asaresult,bothservices

rankahead

ofPrime

Video

interms

ofuserexpenditures

despitebeing

usedbyfewer

people.

Interms

offees,

Prime

Video

is

closer

to

platforms

thatcatertonicheaudiences,

suchastheanime-focused

services

danimestore(Docomo

AnimeStore)

and

AnimeHodai.

Netflix

isalsotheleading

service

based

onperceived

contentexclusivity

inJapan(see

page21),

which

likely

influences

the

willingness

to

spendmore

money

on

the

service.

U-Next,

ontheother

hand,

offersmore

content

than

other

SVOD

services

interms

of

availableplayingtime(see

page26).NetflixU-Next22,3%12,6%11,8%11,4%AmazonPrimeVideoDAZNDisney+9,4%Hulu6,8%DocomoAnimeStoredTV4,4%4,2%Telasa2,8%2,5%AbemaPremiumParavi2,3%FOD(FODPremium)AnimeHodaiOtherservices1,8%0,8%6,9%16

Notes:Japan;

2022;

based

onuser

feespaid

toserviceoperators;

excluding

advertisingSources:

GEMPartners;

ID:1097284Pricing

models

of

majorVOD

services

in

Japan

(as

of

November

2023)Consumers

haveavariety

of

optionsto

choose

fromAmazon

PrimeVideodanimestoreServiceNetflixDisney+HuluU-NextLeminoTVerAbemaAnime

HodaiA,Inc.NetflixInc.TheWaltDisneyCompanyNippon

TelevisionNetworkUsen-NextHoldings

Co.,Ltd.NTTDocomo,Inc.Nippon

TelevisionNetworkCorporation,

TVAsahiCorporation,TokyoCyberAgentInc.,

TV

AsahiCorporationNTTDocomo,Inc.Usen-NextHoldings

Co.,Ltd.CorporationParentcompanyBroadcastingSystemTelevision,Inc.,

TV

TokyoCorporation,

andFujiTelevisionNetwork,Inc.30days600JPYNot

availableNot

availableNot

available31days---31days550JPYFirst

monthfree400JPYFreetrialperiod(or

31daysforLemino(or

2weeks

forAbemaPremium)Premium)1,490-1,980

JPY990-1,320

JPY1,026

JPY2,189

JPYFreeFreeFreeMonthlyfee(or5,900JPYannually)(or790JPYforad-supportedplan)(or9,900-13,200JPYannually)(or990JPYforLeminoPremium)(or960JPYforAbemaPremium)17

Notes:JapanSources:

AbemaTV;

A;

Anime

Hodai;

danime

store;Disney+;

HJ

Holdings;

Hulu;

Lemino;

Netflix;

Nikkei

xTrend;

The

WaltDisney

Company;

TVer;U-Next02The

role

of

content

in

the

competitionbetween

streaming

services•

Contentspending

ofmajor

services•

Perceived

content

exclusivity

of

services•

Theimportance

of

animecontent

inJapan•

Leading

content

typesoffered

bymajor

SVODservicesContent

is

a

major

factor

in

the

competition

between

streaming

platforms...andanimecontent

isparticularly

important

inJapanThegrowing

popularity

ofvideo

streaming

hasgonehandin

handwithincreasingcompetition

between

service

providers

bothinthe

global

and

intheJapanesemarket.

Asshown

onpage14,

content

isone

ofthemost

important

factorsforpeople

when

choosing

aparticularSVOD

service.

Theimportance

of

contentisreflected

bythe

highprogramming

expenditures

of

major

streaming

services,which

trytodistinguishthemselves

from

theirrivalsbysecuring

exclusive

rightstothe

most

attractiveshows.Animehasbeen

repeatedly

toutedasanimportant

asset

inthe

global

competitionforsubscribers.

In2019,

JohnDerderian,

thenNetflix’s

director

ofJapan&Anime,pointed

outthatthere

was

aparticularlyhighdemand

foranimeinSoutheast

Asia,Europe,

and

LatinAmerica.

Itis,therefore,

notsurprising

thatAmazon,

Disney,andother

competitors

havealsoinvested

inanimatedcontent

from

Japan.Disney,forinstance,released

thefirstseason

of

"StarWars:

Visions"

in2021,

which

wascreated

byseven

different

anime

studios.Netflix,which

hasmadeaname

foritself

withoriginal

hittitlessuchas"StrangerInthe

case

ofJapan,the

datashows

thatconsumers

placeahighvalueondomesticThings"and"SquidGame,"

is

aparticularlybigspender

when

itcomes

to

streaming

content.

Animeisthemost

popularcontent

type

initscountry

oforigin

(see

pagecontent

(see

next

page).Throughout

theyears,Netflix

hasinvested

inmanyJapanese

shows

to

secure

attractivelocal

content

foritsJapanese

audience,

whichresulted

insuccessful

titlessuchas

“Terrace

House,”

“MidnightDiner:

TokyoStories,”

and“TheNakedDirector.”

Animehasalsoplayedanimportant

role

inthecompany.

Next

toacquiringalready

existing

animated

content,Netflix

hasenteredso-called

production

linedealswith

several

note