Leading Brands in Japan's Film & Television Category: Q3 2023 Insights

In the dynamic world of Film & Television in Japan, Q3 2023 saw notable performances from leading brands such as NHK, AbemaTV, and Netflix. These brands continue to captivate large audiences across their websites and apps. Sensor Tower's comprehensive data offers unique insights into their cross-platform user behavior.

NHK (Japan Broadcasting Corporation)

NHK is renowned for its extensive broadcasting services and has a significant digital presence. Its website, nhk.or.jp, and the NHKプラス app are pivotal in reaching audiences.

• Audience Trends: From Q2 to Q3 2023, website visits remained stable, fluctuating around 400M visits monthly. Unique visits hovered above 45M, with a noticeable spike in August.

• App Engagement: Monthly active users on the NHKプラス app saw a gradual increase, peaking at over 3.3M in August, indicating a preference for mobile consumption.

• Ad Spend & Channels: NHK reported no monthly ad spend in the Film & Television category, highlighting a reliance on organic reach.

AbemaTV, Inc.

AbemaTV is a digital innovator in Japan's TV landscape, offering a fresh take on streaming with its abema.tv website and the ABEMA(アベマ) 新しい未来のTV app.

• Audience Trends: The website experienced fluctuations, with monthly visits ranging from 95M to 130M. Unique visits peaked in August, surpassing 10M.

• App Engagement: The app maintained a strong monthly active user base, consistently above 9M, highlighting its robust mobile presence.

• Ad Spend & Channels: Similar to NHK, AbemaTV reported no monthly advertising spend, underscoring their strategy of leveraging content-driven growth.

Netflix, Inc.

Netflix, a global leader in streaming, has a significant footprint in Japan through its website, netflix.com, and the Netflix app.

• Audience Trends: Website visits showed a steady increase, reaching over 130M monthly in July. Unique visits remained stable, averaging around 2.5M.

• App Engagement: The app's monthly active users grew steadily, surpassing 4.2M by September, reflecting Netflix's stronghold in the mobile OTT space.

• Ad Spend & Channels: Netflix also reported no monthly ad spend, focusing instead on leveraging its brand strength and content library.

Conclusion

In Q3 2023, NHK, AbemaTV, and Netflix demonstrated distinct strategies in engaging audiences across Japan. Sensor Tower’s unparalleled data offerings, such as Web Insights, Pathmatics, and App Performance Insights, provide critical insights into these brands' cross-platform performances, revealing trends that shape the digital landscape in Japan's Film & Television category. For decision-makers, leveraging Sensor Tower's data can drive strategic advantages in this competitive market.