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

In the ever-evolving landscape of Film & Television in Japan, certain brands have distinguished themselves in Q1 2025, capturing audiences across websites and apps. This article delves into the performance and trends of three leading brands: NHK (Japan Broadcasting Corporation), AbemaTV, Inc., and Netflix. Using comprehensive data from Sensor Tower, we explore their digital presence and advertising strategies, highlighting crucial insights into their cross-platform user engagement.

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

NHK's digital footprint is noteworthy, with its main website, nhk.or.jp, and the NHKプラス app drawing significant attention.

• Audience Trends: From Q4 2024 to Q1 2025, the website maintained a steady monthly true audience of over 50M. The app alone saw monthly active users fluctuating, peaking at 5M in March 2025.

• App Engagement: The NHKプラス app showed variable monthly active user numbers, suggesting fluctuating interest in mobile content.

• Ad Spend & Channels: NHK increased its monthly advertising spend significantly in March 2025, investing over $400K, primarily on Facebook and Instagram, which delivered substantial impressions.

AbemaTV, Inc. - (株式会社AbemaTV)

AbemaTV's digital strategy includes its website, abema.tv, and the ABEMA(アベマ) 新しい未来のTV app.

• Audience Trends: The website saw a notable increase in visits, with unique visitors consistently above 8M monthly. The app displayed a stable monthly active user base, surpassing 9M by March 2025.

• App Engagement: The app's engagement remained robust, reflecting a strong preference for mobile viewing among users.

• Ad Spend & Channels: AbemaTV's monthly advertising spend was substantial, with a peak of over $800K in December 2024. Instagram and TikTok were key channels, delivering high impressions.

Netflix, Inc.

Netflix's presence in Japan is marked by its website, netflix.com, and the Netflix app.

• Audience Trends: The website attracted a consistent monthly true audience, with web visits exceeding 30M, demonstrating stable engagement.

• App Engagement: The Netflix app experienced a steady rise in monthly active users, reaching over 5.5M by March 2025, indicating a strong inclination towards mobile streaming.

• Ad Spend & Channels: Netflix's monthly ad spend peaked at over $2.9M in December 2024, with significant investments in YouTube and Instagram for widespread reach.

Conclusion

The Film & Television category in Japan is dynamic, with NHK, AbemaTV, and Netflix leading the charge in Q1 2025. Sensor Tower's unparalleled data provides insight into these brands' cross-platform strategies, revealing trends in audience engagement and advertising efforts. With the ability to cross-reference web, app, and advertising data, Sensor Tower offers a comprehensive view of this competitive landscape, essential for understanding user behavior across platforms.

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