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Japan’s already mobile-centric consumers increasingly prefer mobile devices over other digital means to watch television and subscription digital services. According to a November 2015 study by Nielsen NetRatings Japan, the country had 5.32 million smartphone viewers of TV video-on-demand (VOD) content. This is in comparison to just 1.39 million Japanese viewers who watched such content via desktop or laptop computers.
Meanwhile for subscription VOD, Nielsen found that as of November 2015, 7.81 million viewers in Japan watched such services on smartphones, while another 2.69 million used desktop or laptop computers.
What’s more, these smartphone viewers are spending significantly more time consuming TV and subscription VOD content on mobile than they did a year ago.
Nielsen’s same study also found that smartphone viewers in Japan spent 12 minutes in November 2015 watching TV VOD content, a growth of 10 minutes over the 2 minutes of smartphone time spent in November 2014.
Regarding subscription VOD services, viewers’ time spent watching on smartphones jumped to 31 minutes in November 2015, up from just 5 minutes in November 2014.
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