Analysis of the actual utilization of video content in 2025: The usage rate of Japan's SVOD stagnates, Yet the average number of services used increases across all age groups.
Tokyo, December 24th, 2025 - GEM Partners has published a report called "Video on demand / Broadcast / Physical home video market user analysis report in Japan (Surveyed in November 2025)" an analysis report on the actual usage of video content. In this release, we will report on the actual status of user usage in the form of excerpts from the survey report, focusing on trends in usage rates across type of contracts and type of media, as well as the average number of SVOD users.
The SVOD usage rate stagnates (+0.2 pt YoY), while AdVOD & TVOD see marginal increase.
We surveyed utilization rates of <Video on demand>, <Broadcasting>, and <Physical home video> for each type of media by type of contracts such as "Subscription," "Rental," "Purchase," and "Free" in 2025. The results indicate that SVOD for "Subscription" <Video on demand>, which saw the highest growth last year, recorded a rate of 40.7%, an increase of 0.2 pt YoY. Compared to the rapid surge between 2019 and 2022, the market had already begun to plateau in 2023 (+1.2pt YoY) and 2024 (+1.5pt YoY)—though it still maintained annual growth of over 1.0 pt. This year, however, marks a further deceleration in growth.
*Rounding has resulted in the first decimal place not matching the difference from the previous year's apparent figure.
"Free" <Video on demand> AdVOD saw a slight increase of 0.7 points YoY, reaching 58.8%. However, "Free” <Broadcast>, including Terrestrial and BS broadcasts, continued the downward trend seen in previous years.
“Rental” <Video on demand> TVOD, which had been declining until last year, recorded a slight increase of 0.3 pt YoY, showing signs of bottoming out. On the other hand, <Physical home Video> DVD/BD "Rental", which has been falling annually, decreased once again in this survey. Similarly, <Physical home Video> DVD/BD "Purchase" continued their decline.
The average number of services used by SVOD users increases across all age groups.
The average number of SVOD services used was found to be an average of 1.0 services and increased 0.1pt from the previous year for the market as a whole (total respondents). Among SVOD users, the average rose slightly from 1.8pt in the previous year to 2.0pt in 2025. Looking at the average number of services used among SVOD users by age group, an increase of 0.3 was observed among those aged 15–19 and those in their 60s, and an increase was observed across all age groups compared to the previous year.
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As mentioned above, the " Video on demand / Broadcast / Physical home video market user analysis report in Japan (Surveyed in November 2025)" provides a wide variety of data, including analysis across contract types and media type, actual usage by category, brand penetration by individual service, and in-depth analysis of usage by video on demand service. We hope you will find it useful in understanding and analyzing the home entertainment market.
Report specification
Product name: Video on demand / Broadcast / Physical home video market user analysis report in Japan (Surveyed in November 2025)
Survey method : Internet survey
Survey target :Male/female of ages between 15 and 69 who are living in Japan
The number of respondents : 18,680
Published Date: December 24, 2025
Survey date : Saturday, November 8, 2025 - Wednesday, November 12, 2025
Language: English / Japanese