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Japan Streaming Video: AVOD Platform TVer Surges as Market Slows

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Patrick Frater Asia Bureau Chief Japan’s online video market slowed in the fourth quarter of 2022, but ad-supported streamer TVer surged forward to overtake Prime Video as the most watched platform, according to a new report.

The “Japan Online Video Consumer Insights & Analytics” report by consultancy Media Partners Asia shows SVOD subscriptions slowing to their slowest pace since 2015.

From an average of 6-9 million per year between 2018 and 2021, they fell to just 3.1 million in 2022. Premium video viewership grew 8% quarter on quarter to reach 31 billion minutes in the fourth quarter, with SVOD at 55% share; AVOD at 34% and freemium at 11%.

While SVOD household penetration is still only at 45% and Media Partners Asia argues that there is “significant room for growth in the future,” it was the AVOD platform TVer which surged ahead in 2022. “TVer’s engagement growth was driven by prime-time TV dramas, variety shows and news.

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