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Japan's VOD Market Booms: $7.2 Billion Reached in 2025
16 Feb
Summary
- Japan's premium VOD sector generated $7.2 billion in 2025, a 15% yearly increase.
- Netflix led revenue share at 22%, while Prime Video had the most subscribers.
- Local content accounted for 80% of streaming hours, with anime and drama dominating.
Japan's premium video-on-demand sector achieved a total revenue of $7.2 billion in 2025, representing a significant 15% year-over-year increase. This growth is attributed to platforms adopting diversified revenue streams, including ad-supported options, and increased investment in local programming and live sports. Netflix holds the leading revenue position with 22% of the market, while Prime Video leads in subscriber count. U-Next, a local service, secures 12% of revenue through a unique integrated content package.
Subscription video platforms collectively added 4 million subscribers in 2025, bringing the total to 67.9 million. Netflix saw substantial gains, boosted by a telecom partnership and strong performance from Japanese originals. Sports streamer DAZN and the Disney+/Hulu Japan bundle also contributed to subscriber growth. Local productions were the primary driver of viewer interest, accounting for 80% of streaming hours, with animation like "Spy x Family" being highly popular.
Looking ahead, major platforms are prioritizing live event programming. Netflix will stream the 2026 World Baseball Classic, and TVer plans to broadcast selected 2026 Winter Olympics competitions. U-Next is expanding its sports offerings, securing rights for women's golf and English Premier League soccer through 2028. Analysts note the market's maturation, with future competition focusing on event-driven engagement and premium local storytelling.
