Amazon’s Prime Video has extra month-to-month paying customers than Netflix in Japan, however Netflix’s subs seem extra engaged, a report has revealed.
Prime Video is at the moment commanding 19.7 million month-to-month energetic customers (MAUs), forward of U-Subsequent (8.2 million) and Netflix (7.5 million), in accordance with Ampd, an information analytics firm owned by Media Companions Asia.
Native broadcaster-led AVOD platform Tver had the best MAU base general (20.2 million) and likewise led premium VOD viewership in 2023, capturing 38% of the market. Together with Netflix, it additionally recorded the best engagement, with Tver getting a median of 8.8 and Netflix 7.3 hours per person every quarter.
In impact, this all means Prime Video is bringing greater than double the variety of MAUs to its service than Netflix every month, however Netflix’s smaller viewers is consuming extra content material.
Japan’s premium VOD class generated greater than 100 billion minutes and $4.5B in subscription income in 2023. The 5 key gamers for Japanese subscription streaming are Prime Video, Netflix, U-Subsequent, Disney+ and Hulu Japan, which generated a cumulative $3.3B in subscription income with an combination 38 million subscriptions at year-end.
The report additionally revealed Japanese anime, live-action dramas and selection content material powered 65% of premium VOD viewership and was the driving issue behind over 50% of SVOD buyer acquisition in 2023.
Prime Video and Netflix led monetization in 2023 with 23% and 21% of complete subscription income, respectively. In the meantime, U-Subsequent was the quickest rising participant in SVOD in 2023 with a 30% share of web new subscriber additions.
Ampd accrued the info via a passive panel measuring digital exercise from over 19,000 members in partnership with the Intage Group.
Ampd lead analyst Dhivya T mentioned: “Japanese anime, live-action dramas and selection content material represented 65% of viewership within the premium VOD class and contributed over 50% of buyer acquisition within the SVOD class in licensed native dramas are essential engagement drivers for Tver, U-Subsequent and Hulu Japan, the place TV hits have a second-life, whereas authentic dramas and selection have had clear acquisition influence on Netflix [Love Village, First Love] and Amazon Prime Video (The Bachelor).
“As well as, anime stays a core pillar of SVOD viewership, with all main SVOD providers providing giant, non-exclusive and present anime libraries. Unique anime resembling One Piece Movie: Pink [for Prime Video] demonstrated notable buyer acquisition influence.”
