Subscription service market in Japan 2025| ��ƽ��

Value of the subscription service market in Japan from fiscal year 2021 to 2023 with forecasts until 2025 (in billion Japanese yen)

Characteristic	Market size in billion Japanese yen
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Release date

December 2023

More information

Region

Japan

Survey time period

fiscal year 2021 to 2023; the Japanese fiscal year starts on April 1 of each stated year and ends on March 31 of the following year

Special properties

market size based on the payments by end users (consumers)

Supplementary notes

*Projection.
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According to the source, research targets were subscription providers and their supporting service vendors (B2C), subscription business supporting service vendors (B2B), and others.
The research focused on seven B2C service categories including fashion, food services and takeaways for food and beverages, lifestyle-related services, leisure and entertainment, digital contents, education, and medical and health. Services that let users own items like home deliveries on a regular basis are not included.

100 Japanese yen equal 0.64 U.S. dollars or 0.63 euros as of February 2025.
Values have been rounded.

Citation formats

The subscription service market in Japan was valued at over *** billion Japanese yen in the fiscal year 2022. Although the Japanese subscription market experienced a late start due to regulatory barriers, the market was forecast to exceed ** yen in fiscal year 2025. Subscription services cover various all-you-can-use services paid for at regular intervals but exclude services in which a transfer of ownership occurs, as in the case of subscription boxes.

Subscription services

Subscription models are particularly prominent in the leisure and entertainment markets, driven by the success of subscription video-on-demand (SVOD) since the coronavirus pandemic. In 2024, the SVOD penetration rate in Japan crossed the ** percent mark, with young subscribers commonly using more than one service simultaneously. Although companies in other consumer-related sectors have started to offer their services for a recurring fee, the awareness of most subscription service categories remains low.

The spread of the subscription model

Digital subscriptions have become the supporting pillar of Japan’s subscription service market, but services tied to the needs of everyday living are emerging. Apart from community retail co-ops that generated over ** yen in sales from home deliveries, companies such as Oisix ra daichi and Yoshikei have joined the competition as grocery and meal kit delivery services. In the durable consumer goods sector, a preference for renting over owning has been working in favor of businesses like airCloset. Serving its over * thousand users subscribed to paid monthly plans, airCloset rents out clothes that the user can send back to receive new pieces. This subscription model can also be observed in other markets like the furniture and household segments, and consumer electronics.