Japan’s premium streaming market grew 15% in 2025, reaching $7.2 billion in revenue, according to a report published by Media Partners Asia (MPA).
The market added 4 million new subscribers during the year, bringing the total to 67.3 million. Netflix led in revenue with a 22% market share, while local platform U-Next stood out among domestic players with a 12% share. Together, Netflix, Prime Video and U-Next accounted for 50% of the market.
Prime Video ranked first in subscriber numbers with 19.3 million, closely trailing Netflix in total viewing hours. Meanwhile, ad-supported free platform TVer captured 23% of total viewing time, making it the most-watched service overall.
By genre, Japanese dramas led the market with 73% audience reach and 37% share of viewing time. Anime also played a critical role, achieving 50% reach and accounting for 26% of total viewing. Spy x Family was the most-watched title in the fourth quarter of 2025.
Among standout local originals, Netflix’s period action series Last Samurai Standing also contributed to the strong performance of Japanese content, reinforcing global demand for high-concept domestic productions with international appeal.
US titles reached 22% of audiences, while Korean content achieved 22% reach and an 8% share of viewing time. Japanese titles on Netflix generated 25 billion hours of viewing globally, ranking second among non-English-language content on the platform.
Live sports and event programming also contributed significantly to growth, with Netflix securing local rights to the 2026 World Baseball Classic.
The report highlights that the market is now shifting its focus beyond subscriber growth toward revenue optimization through ad-supported tiers, telco bundling strategies, and sports- and event-driven programming.
