Who Watches Digital Video in Japan - eMarketer

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Who Watches Digital Video in Japan

Younger users and men are more likely to watch—and more often

February 4, 2016

Demographics including age and gender play a significant role in digital video consumption in Japan, according to 2016 data.

Internet Users in Japan Who View Digital Video, by Demographic, Jan 2016 (% of respondents in each group)

According to Rakuten, the vast majority of internet users in Japan view digital video: 81.3%. But there’s significant variation by age and gender.

In general, younger internet users are most likely to watch digital video, though respondents in their 30s were ahead of those ages 20 to 29 by this metric. Users under 50 beat the average penetration rate, while older respondents underindexed in digital video viewing.

Among men, 84.6% watch digital video. That’s 6.6 percentage points ahead of digital video’s reach among female internet users—similar to the difference between 30-somethings and 40-somethings.

Viewing frequency had similar—though more dramatic—demographic variation. Male digital video viewers were nearly twice as likely as their female counterparts to say they viewed video daily, at 30.5% vs. 18.2%. And 48.3% of digital video viewers in their 30s consumed content at least three times per week, vs. 32.4% of 50- to 59-year-olds.

The amount of time viewers spend with mobile video in Japan also varies by age, with younger viewers watching longer videos rather than the short, snackable clips preferred by their older counterparts.

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