Presentation at the second topical forum "Media Management in (Post?)Pandemic Times" (IMMAA, Nov., 20, 2021)

1. COVID-19 and Japanese media
market
Toshiya JITSUZUMI, DSc, MBA
Professor, Faculty of Policy Studies
Chuo University, Tokyo, Japan
Toshiya JITSUZUMI@2nd “Topical Forum” IMMAA (Nov. 20, 2021)

2. Factor X in the Japanese media market
Toshiya JITSUZUMI@2nd “Topical Forum” IMMAA (Nov. 20, 2021)

3. Availability of TVs
＋
Number of channels Prefectures
FY2020
channels
channels
channels
channels
channels
channel
Commercial, private
Public
＋
52.4% of
households
subscribe to
cable TVs, which
offer terrestrial
retransmission.
Private
Public
Satellites
Terrestrial
＋
Toshiya JITSUZUMI@2nd “Topical Forum” IMMAA (Nov. 20, 2021)
＋

4. Terrestrial TVs are still strong in Japan.
Toshiya JITSUZUMI@2nd “Topical Forum” IMMAA (Nov. 20, 2021)
Half of the TV revenue is earned by commercial TVs.
TV ad still has a significant share, but the internet ad
is larger.
Source: Adapted from “A Research for Information and Media Society 2021” by Dentsu Media Innovation Research Department (Ed.)
Terrestrial
TV
Internet

5. Impact of COVID-19
Toshiya JITSUZUMI@2nd “Topical Forum” IMMAA (Nov. 20, 2021)

6. Change in life pattern due to COVID-19
Source: Adapted from “A Research for Information and Media Society
2021” by Dentsu Media Innovation Research Department (Ed.)
Toshiya JITSUZUMI@2nd “Topical Forum” IMMAA (Nov. 20, 2021)

7. Change in internet usage pattern due to COVID-19
Source: Adapted from “A Research for Information and Media Society 2021” by Dentsu Media Innovation Research Department (Ed.)
Toshiya JITSUZUMI@2nd “Topical Forum” IMMAA (Nov. 20, 2021)

8. Impact on internet traffic in Japan
Total download
traffic of fixed
broadband users
Total upload
traffic of fixed
broadband users
+57.4%
May 2019 – May 2020
+25.6%
May 2020 – May 2021
+19.8%
May 2020 –
May 2021
Source: Adapted from MIC (https://www.soumu.go.jp/main_content/000761096.pdf)
Toshiya JITSUZUMI@2nd “Topical Forum” IMMAA (Nov. 20, 2021)

9. TV ratings once jumped in 2020 but have returned to a downtrend.
Source: Created based on the financial results briefing materials of Japanese TV companies
Toshiya JITSUZUMI@2nd “Topical Forum” IMMAA (Nov. 20, 2021)

10. TV ad sales slumped in 2020, but are recovering rapidly.
Toshiya JITSUZUMI@2nd “Topical Forum” IMMAA (Nov. 20, 2021)
Ad sales slumped in the 1st half of 2020,
but back to normal in the 2nd half.

11. US giants seems to be the main beneficiary under the pandemic.
Toshiya JITSUZUMI@2nd “Topical Forum” IMMAA (Nov. 20, 2021)

12. However, the transition to online vides is just temporary for some.
Source: Adapted from MIC White Paper (2021)
Toshiya JITSUZUMI@2nd “Topical Forum” IMMAA (Nov. 20, 2021)

13. Summary: Will Japan follow the same path as overseas?
 Changes in lifestyle of Japanese people
 Significant increase in terrestrial TV, Internet usage, and online video.
 TV viewing is still the king in Japan.
 Video viewing accounted for about 24% of the internet usage in 2020.
 56.9% of video viewing was done on mobile handsets at home.
 Traffic volume increased dramatically.
 Terrestrial TV business
 TV ratings once jumped in 2020 but have returned to a downtrend.
 TV ad revenue slumped in 2020, but are recovering rapidly.
 Ad sales slumped in the 1st half of 2020, but back to normal in the 2nd half.
 SVOD market
 The demand for SVOD was accelerated due to COVID-19.
 Amazon prime video is clearly the winner, followed by Netflix.
 One third of the increase in SVOD demand may not last long.
 One the other hand, many believe that SVOD will become popular in the future.
Toshiya JITSUZUMI@2nd “Topical Forum” IMMAA (Nov. 20, 2021)

14. Japanese ANIMEs are going global.
Toshiya JITSUZUMI@2nd “Topical Forum” IMMAA (Nov. 20, 2021)
Source: Photo by author