Leading Brands in Japan's Media & Entertainment Sector: Q4 2024 Analysis

In the bustling landscape of Japan's Media & Entertainment sector, several brands have emerged as leaders in Q4 2024, showcasing impressive audience engagement across both web and app platforms. This article delves into the performance of YouTube, NHK, and TikTok, highlighting key trends and insights from Q3 to Q4 2024.

YouTube

YouTube maintains a dominant presence in the Media & Entertainment category, with its extensive reach across both web and app platforms.

• Audience Trends: The website, youtube.com, consistently attracted over 60M unique monthly visitors. Although the visits per unique visitor remained stable, there was a noticeable increase in visits in December, reaching over 22B.

• App Engagement: The YouTube app maintained a robust user base with monthly active users hovering around 75M. The monthly true audience remained stable above 98M, underscoring YouTube's strong cross-platform appeal.

• Ad Spend & Channels: Monthly advertising spend saw fluctuations, with a significant spike in December, exceeding $450K primarily on Instagram, delivering substantial impressions.

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

NHK continues to be a key player in Japan's media landscape, leveraging both its website and app to reach audiences effectively.

• Audience Trends: The website, nhk.or.jp, experienced a peak in October with visits surpassing 820M, indicating a high engagement period.

• App Engagement: The NHKプラス app saw monthly active users exceeding 4.6M in December. The monthly true audience fluctuated but remained above 50M, demonstrating consistent cross-platform engagement.

• Ad Spend & Channels: A diverse advertising strategy across Facebook and Instagram saw a peak in August, with monthly spending reaching $180K and impressions exceeding 48M.

TikTok

TikTok continues to captivate audiences in Japan, with its dynamic content strategy reflected in its web and app data.

• Audience Trends: The website, tiktok.com, saw a surge in visits, particularly in October, reaching over 105M. The visits per unique visitor metric indicated a highly engaged audience.

• App Engagement: The TikTok app maintained strong engagement with monthly active users increasing to nearly 24M by December. The monthly true audience consistently surpassed 22M.

• Ad Spend & Channels: TikTok's advertising efforts were significant, with a notable spike in October, where monthly ad spend exceeded $1.6M, primarily on Instagram, achieving impressive reach.

Conclusion

The Media & Entertainment category in Japan is marked by dynamic shifts and robust engagement across platforms. YouTube, NHK, and TikTok have effectively leveraged web and app channels to maintain and grow their audience bases. Sensor Tower's comprehensive data, encompassing web insights, app performance, and advertising analytics, provides unparalleled insights into these trends, offering critical perspectives on cross-platform user behavior.

For more detailed insights, explore Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics offerings.