Amazon’s Prime Video has extra month-to-month paying customers than Netflix in Japan, however Netflix’s subs seem extra engaged, a report has revealed.
Prime Video is at the moment commanding 19.7 million month-to-month lively customers (MAUs), forward of U-Next (8.2 million) and Netflix (7.5 million), in line with Ampd, an information analytics firm owned by Media Partners Asia.
Local broadcaster-led AVOD platform Tver had the best MAU base general (20.2 million) and likewise led premium VOD viewership in 2023, capturing 38% of the market. Along with Netflix, it additionally recorded the best engagement, with Tver getting a median of 8.8 and Netflix 7.3 hours per person every quarter.
In impact, this all means Prime Video is bringing greater than double the variety of MAUs to its service than Netflix every month, however Netflix’s smaller viewers is consuming extra content material.
Japan’s premium VOD class generated greater than 100 billion minutes and $4.5B in subscription income in 2023. The 5 key gamers for Japanese subscription streaming are Prime Video, Netflix, U-Next, Disney+ and Hulu Japan, which generated a cumulative $3.3B in subscription income with an mixture 38 million subscriptions at year-end.
The report additionally revealed Japanese anime, live-action dramas and selection content material powered 65% of premium VOD viewership and was the driving issue behind over 50% of SVOD buyer acquisition in 2023.
Prime Video and Netflix led monetization in 2023 with 23% and 21% of whole subscription income, respectively. Meanwhile, U-Next was the quickest rising participant in SVOD in 2023 with a 30% share of internet new subscriber additions.
Ampd accrued the info by a passive panel measuring digital exercise from over 19,000 members in partnership with the Intage Group.
Ampd lead analyst Dhivya T mentioned: “Japanese anime, live-action dramas and selection content material represented 65% of viewership within the premium VOD class and contributed over 50% of buyer acquisition within the SVOD class in licensed native dramas are necessary engagement drivers for Tver, U-Next and Hulu Japan, the place TV hits have a second-life, whereas unique dramas and selection have had clear acquisition influence on Netflix [Love Village, First Love] and Amazon Prime Video (The Bachelor).
“In addition, anime remains a core pillar of SVOD viewership, with all major SVOD services offering large, non-exclusive and current anime libraries. Exclusive anime such as One Piece Film: Red [for Prime Video] demonstrated notable customer acquisition impact.”
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