Disney+ continues to grow its subscriber numbers in Japan, as between July and September 2022, Disney+ became the third most popular streaming service in Japan, according to some new data from consulting firm Media Partners Asia and its proprietary AMPD Research Platform.
Amazon Prime Video is currently the most subscribed platform, with 16.5 million subscribers, with Netflix following behind with 7 million subscribers. Disney+ now has 3.6 million subscribers in Japan at the end of September, passing Hulu Japan (which is owned by Nippon Television rather than Disney.)
During the last quarter, subscriptions have grown by 1.1 million across the country, with a total of 49.4 million SVOD subscriptions between all platforms. Japan has a population of 125.7 million people.
One of the reasons Disney+ continues to grow in Japan, according to Media Partners Asia, is due to marketing and promotional discounts, in addition to children’s content, Korean dramas and more tentpole series in the quarter.
“Anime is a defining feature of premium video streaming in Japan, accounting for 44% of premium video consumption in Q3 2022. Korean content has a significant impact on subscription purchases on Netflix and Disney+, driving over 26% of new user consumption, while it’s licensed live-action content is especially important on Hulu Japan and U-Next”
Vivek Couto, Media Partners Asia’s managing partner, said in a statement to Deadline:
Ex-Disney+, SVOD growth in Japan was relatively flat over Q2 and Q3. Amazon Prime Video continues to lead the category, followed by Netflix, both of which leverage large, non-exclusive anime libraries to drive consumption. Local TV consortium and AVOD platform TVs continue to increase their share of premium video consumption, meet the demand for TV live streams and capture popular variety and drama programming.
Licensed TV content also drives subscribers to Hulu Japan and U-Next. In particular, Korean dramas play a major role in subscriber acquisition for Netflix and Disney+, providing competitive differentiation among largely non-exclusive anime libraries. Disney+ has also begun building an exclusive anime library, underscoring strategies for content differentiation in a growing SVOD environment.”