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A detailed analysis of Japan's TV market, including written analysis, graphic visualizations, data, and forecasts.


  • Pay-TV penetration runs at 77%, the third highest in Asia-Pacific. While pay-TV subscriber growth dropped to 0.7% during 2015, OTT is gaining traction by challenging traditional pay-TV operators, and things will heat up further following Netflix's debut.
  • Digital TV penetration hit 100% at end-2015 following analog cable switch-off. Interactive OTT leader Niconico reached 2.5 million paying subs in 2Q15, with a total of 50 million registered users.
  • With the pay-TV market plateauing and popular free-to-air terrestrial services limiting further organic growth, operators are more inclined to grow subscriber market share through M&A activities. J:Com merged with JCN to become the largest MSO, with 4.11 million cable TV subscribers.

Features and Benefits

  • Provides a deep insight into how the pay-TV and TV advertising sectors are faring in Japan.
  • Assesses the prospects for multiscreen and OTT video initiatives in Japan's TV market.

Key questions answered

  • What is the growth potential for pay-TV in Japan?
  • How are operators adjusting their strategies to deal with the growth of OTT services?

Table of contents


  • Introduction
  • Download 1: Japan TV Update

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