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The media content market in Japan was valued at **** trillion Japanese yen in 2023. The market slightly increased compared to the previous year.

Segments of the media content market

The media content market consists of the three segments video-based, audio-based, and text-based content. A comparison of the segments shows that video-based content makes up the largest part of the market in Japan, followed by text-based content. Video-based content includes, among others, movies, game software, and terrestrial TV programs, while audio-based content mainly includes music and radio programs. Text-based content includes products like newspapers, comics, magazines, and books. According to a breakdown of the market by medium, terrestrial television TV programs are the largest medium in Japan. The media content market also includes the online media content market, which accounted for more than ** percent of the media content market size in 2023.

Advertising in Japan

Japan’s media industry exists alongside a highly creative advertising industry. The total advertising expenditure in Japan amounts to several trillion yen on a yearly basis, making it one of the largest advertising markets worldwide. Within Japan, the internet is the largest advertising medium. After several years of strong growth, it passed the threshold of *** trillion yen in 2019, overtaking television as the leading advertising medium for the first time during that year. While many traditional media face a long-term decline in advertising spending, the internet greatly contributed to the growth of the advertising market observed throughout most of the 2010s. Traditional media companies, such as radio and television broadcasters, increasingly manage to tap into the growing online advertising market by positioning themselves as carriers of online advertisements.