Leading Brands in Japan's Film & Television Category in Q1 2025

In the rapidly evolving landscape of Film & Television, Japan's top brands continue to captivate audiences across digital platforms. This article delves into the performance of three leading brands—AbemaTV, Netflix, and Prime Video—highlighting their audience trends, app engagement, and advertising strategies from Q4 2024 to Q1 2025. Sensor Tower's comprehensive data insights provide a unique lens into these brands' digital footprints.

AbemaTV, Inc. (株式会社AbemaTV)

AbemaTV’s digital presence is anchored by its website, abema.tv, and the ABEMA(アベマ) 新しい未来のTV app.

• Audience Trends: The website maintained a consistent audience, with visits fluctuating around 200M monthly. Unique visitors hovered around 8-10M monthly, showcasing strong engagement as visits per unique visitor peaked at 28 in December.

• App Engagement: Monthly active users on the app showed a steady increase, crossing 11M in March 2025, indicating a robust mobile user base.

• Ad Spend & Channels: Monthly ad spend peaked in December at over $800K, with significant impressions across Instagram and TikTok. The platform favored OTT services, leveraging diverse channels to reach its audience.

Netflix, Inc.

Netflix’s presence is underpinned by its website, netflix.com, and the Netflix app.

• Audience Trends: The website’s visits remained stable, averaging around 150M monthly. Unique visits were steady, with a slight increase in March, reaching approximately 3.1M monthly.

• App Engagement: The app’s monthly active users grew steadily, surpassing 7M by March 2025, reflecting a balanced web and mobile strategy.

• Ad Spend & Channels: Netflix’s monthly ad spend was significant, peaking at nearly $3M in December. YouTube and Instagram were major channels, delivering extensive impressions.

Prime Video

Prime Video’s ecosystem includes primevideo.com and the Amazon Prime Video app.

• Audience Trends: The website saw modest traffic, with unique visits just over 100K monthly. However, the true audience was robust, with app-only visitors dominating at over 6M monthly.

• App Engagement: The app maintained a strong monthly active user base, with active users consistently around 18M.

• Ad Spend & Channels: Prime Video’s ad strategy was aggressive, with monthly spend surpassing $3M in November. YouTube and TikTok were pivotal in capturing viewer attention.

Conclusion

The Film & Television sector in Japan is vibrant, with AbemaTV, Netflix, and Prime Video leading the charge. Sensor Tower’s unparalleled data insights reveal how these brands effectively engage audiences across web and app platforms while leveraging diverse advertising channels. This cross-referencing capability is crucial for understanding user behavior and crafting successful digital strategies. For more detailed insights, explore Sensor Tower’s Web Insights, Pathmatics, and App Performance Insights.