Leading Brands in Japan's Film & Television Category: Q4 2024 Overview

In the dynamic landscape of Japan's Film & Television sector, three brands stood out in Q4 2024: NHK, AbemaTV, and Netflix. These brands demonstrated significant audience engagement across their websites and apps. This article explores their performance trends using comprehensive data from Sensor Tower, a leader in cross-platform analytics.

NHK (Japan Broadcasting Corporation) - (日本放送協会)

NHK's digital presence includes its website, nhk.or.jp, and the NHKプラス app.

• Audience Trends: The website experienced a peak in October 2024, with visits reaching over 820M. Monthly true audience figures remained stable above 50M throughout the quarter, with a notable increase in October.

• App Engagement: The NHKプラス app saw monthly active users rise from around 4.5M in July to over 5M in October, showcasing a preference for mobile engagement during this period.

• Ad Spend & Channels: NHK's monthly advertising spend varied, peaking in August at around $180K. The majority of impressions were garnered through Facebook and Instagram, with consistent engagement across these platforms.

AbemaTV, Inc. - (株式会社AbemaTV)

AbemaTV leverages its website, abema.tv, and the ABEMA(アベマ) 新しい未来のTV app.

• Audience Trends: The website recorded a high in December with visits surpassing 190M. Monthly true audience metrics were stable, hovering around 14M by the end of the quarter.

• App Engagement: The app maintained a strong monthly active user base with users consistently above 8M, despite a slight dip in November.

• Ad Spend & Channels: AbemaTV's advertising strategies included significant monthly spends on TikTok and Instagram, with December seeing a surge to over $840K in ad expenditure.

Netflix, Inc.

Netflix's digital reach extends through its website, netflix.com, and the Netflix app.

• Audience Trends: The website witnessed a steady increase in visits, peaking in December with over 160M. Monthly true audience figures remained robust, exceeding 7M.

• App Engagement: The Netflix app saw monthly active users climb to over 5M by December, reflecting strong mobile engagement.

• Ad Spend & Channels: Netflix maintained a substantial monthly ad presence, with December's spend reaching approximately $2.9M. YouTube and Instagram were major channels, driving significant impressions.

Conclusion

The Film & Television category in Japan during Q4 2024 was marked by robust audience engagement across digital platforms. NHK, AbemaTV, and Netflix each showcased unique strengths in audience reach and engagement strategies. Sensor Tower's unparalleled data capabilities, including Web Insights, Pathmatics, and App Performance Insights, provide critical insights into these trends, offering a comprehensive view of cross-platform user behavior. This data empowers decision-makers with the strategic insights needed to navigate and capitalize on market trends effectively.