According to the survey report on video paging operations 2018 of the impress integrated institute of japan, the utilization of paid video broadcasting services in japan reached 15 per cent in 2018, a significant increase of 5. 4 percentage points compared to last year (9. 6 per cent)。
Change in usage of the fee-based video distribution service
Impress conducted a survey of more than 1,000 users using paid video broadcasting services within three months, showing an increase of 12. 6 per cent over the same period in amazon prime video, ranking first in 53. 6 per cent and 36. 3 per cent above the second ranking of hulu (17. 3 per cent). Netflix ranks third, accounting for 10. 9 per cent。
Mainstream platform details
1. About amazon prime viideo
In september 2015, amazon prime video officially joined japan's subscription service. Japan's subscription members to amazon prime require 3900 yen per year (including taxes, approximately 235 yuan) or 400 yen per month (including taxes, approximately 24 yuan yuan), to obtain a number of preferential internet access services such as commodity concessions, unrestricted distribution concessions, and large-volume photo preservation, music access services, unlimited reading of some books, free television programmes and films。
The subscription fee for amazon prime can be said to be quite favourable. Because the cost of a single delivery in japan is as high as 360 yen-640 yen。
As of may 2018, 28,000 works were known to have been recorded in the amazon prime video collection. Of these, the original "prime video" is open only to members. According to the video list of the japanese website amazon prime video, to date there are 90 original works of the prime video and 35 japanese television dramas and programmes, or 38. 9 per cent. Among them, the “amazon prime video” “tokyo women's picture”, launched at the end of 2016, was adapted from the same-known cartoon, giving an average rating of 4. 3 stars, which became a topical one. Even in china, the work has generated enthusiasm, resulting in the adaptation and broadcasting of the beijing women's map and the shanghai women's map。
In addition, hitoshi matsumoto prisons, a high-profile entertainer of his own initiative, has been on the fifth season since its launch in november 2016. "tokyo alice", white and yellow, hawaii and my pancake story, and 17 others, such as april 2017, published the planned prime innovation as a continuous landing platform。
Two, netflix is chasing amazon preme video
Netflix, an “old rival”, entered the japanese market almost at the same time as amazon prime video. Netflix’s recent move in the animation market in japan has attracted widespread industry attention。
In terms of work, netflix plans to fund 30 new animations in 2018. In recent days, the company has ordered nine japanese animations. Although netflix has indicated that the production of animation is not merely to satisfy the needs of the japanese market, it is to expand the global market for animators。
From the point of view of membership prices, and depending on clarity and the number of images that can be viewed at the same time, netflix japanese members are divided into three categories, basic members of 650 yen (about 39 yuan yuan), standard members of 950 yen (about 57 yuan yuan), and senior members of 1450 yen (about 87 yuan yen, excluding tax). Netflix has relatively high pricing relative to the costs of its members。
However, according to netflix website information statistics for japan, to date there are 640 original netflix works. Netflix's input is also increasing, with $8 billion projected for original content production in 2018, and external media explosions in recent days, claiming that this cost will increase to $12 billion - $13 billion。
Diversification, exclusive, original, is the advantage of netflix and amazon prime video。
Three, hulu and dazn are also strong enemies of local companies
As the first video-based version of the system, hulu was also born into japan earlier than amazon prime video and netflix (2011) in the united states. In the second place in this survey, the foundations laid by hulu in the japanese market during the seven-year period remained strong. At present, hulu members receive a monthly fee of 933 yen (excluding taxes, approximately 56 yuan yuan), on which they can view 50,000 works。
The fourth-ranking dazn is also a foreign video site. But specifically, dazn is an online platform focused on sport. Dazn is an online sports platform established in 2016 under the umbrella of the digital sports media group, the parent company based in the united kingdom. After a free probationary period of one month, dazn members pay a monthly fee of 1750 yen (excluding taxes, approximately 105 yuan), allowing them to watch more than 130 types of sports, 7,500 games (per year). These include the world-class champions。
Four, a game on dazn
In contrast, the performance of the local japanese paid video-mail platform was stable but somewhat weak。
Entered the first five dtvs, operated by the japanese mobile communications operator (ntt docomo). Formerly known as “d vidio” was added to the initial app service as a discount. The use of dtv, which had been restricted to docomo users, was supported for all after the liberalization of carriers in april 2014. At present, the users of dtv pay 500 yen per month (excluding taxes, approximately 30 yuan), allowing them to view 120,000 works. Its big video bank and relative preferential membership fees have become its prominent advantages。
And niconico's channel under the old screen video site niconico is only the tenth. The difficult situation of niconico in recent years has long been a concern for industry. After 2016, the number of paid members of niconico continued to decline. According to the financial statements issued by cape verde in may 2018, the number of paid members of niconico fell to 2. 07 million by the first quarter of 31 march。
As can be seen, foreign platforms have shown strong competitiveness in japan's paid video-sharing market, while indigenous platforms in japan are still struggling to explore development paths in the midst of radical changes。
Tv is popular, video-sharing services are popular among young people
Different video-based forms of correspondence show different manifestations among different groups of people. According to the report of the survey of video paging operations 2018, currently the most popular tv programmes in the japanese market, which are distributed online for the main purpose of television broadcasting (69. 9 per cent) and recorded tv programmes (56. 4 per cent). “video sharing service” and “free video broadcasting service” platforms such as abematv and tver, for users like youtube, account for 36. 8 per cent and 25. 5 per cent, respectively。
Free video on the internet has gained high usage following television programmes。
Frequent film/video type (multiple selection)
However, there are some differences in viewers ' preferences and overall use trends among younger groups。
For example, 59. 0 per cent of males aged 10-20 used “video-sharing services”, ranking highest, surpassing “real-time television” and “recorded television programmes”. The use of “video-sharing services” is second to “real time television” among men aged 20-30。
For example, 45. 7 per cent of the 10-20 age group of women use social networking videos, which are much higher than other age groups. The percentage of men aged 10-20 is equally high at 29. 8 per cent. It is a matter of concern that the proportion of men and women aged 10-20 who use the “live video/live” service exceeds 20 per cent. According to this surveyer, the method of communication by video is expanding among young people。
What is the performance of the major platforms that provide these services when free video-sharing, free video broadcasting, social networking videos and so popular among young people
According to the results of the survey of the video correspondence operation 2018, 97. 4 per cent of the people who used youtube were ranked first. Then again, the video-sharing platform's niconico animation ranked second in 42. 9 per cent. Three or four are social networking twitter and line. The linear live broadcast of abema tv was 30. 1%, and the gyao was 23. 4%. The free on-demand delivery of private television programmes was 18. 6 per cent. As can be seen, user-based video-sharing platforms and social networking videos are more popular。
Free video mail service (multi-optional) top10 frequently used
The fifth named abematv is a free, live video broadcast platform that has developed rapidly in japan for almost two years. Abematv, operated by cyberagent and abematv, a joint venture of korean television, was officially launched in april 2016。
According to cyberagent, in the second quarter of 2018, abematv currently downloads more than 29 million aps, with a monthly activity exceeding 11 million, and a total user time of over 50 million hours per month. Cyberagent plans to start in the fourth quarter of 2018 to continue to invest more in abematv, to further enhance content production and to expand the marketing of advertising commodities and to diversify the benefits。
Live video of a foreign military outcry
A survey of users who regularly use the live video/live broadcast service showed that youtube live was ranked 67. 4 per cent first, niconico was ranked second, 47. 9 per cent, and line live was ranked third, 28 per cent. As can be seen from this ranking, the video-sharing platform ranks ahead of the living service and the social network living service performance is stable。
In addition, 50. 7 per cent of the users of live videos are “activists”, 44. 3 per cent are “youtubes, etc.”, 31. 2 per cent are “unknown ordinary people”, and enterprises “25. 9 per cent” and “sport players/sport teams” 24. 1 per cent. The data show a growing number of lives broadcast by artists and artists on official channels, while internet red people, such as youtube, are more popular。
