YouTube Takes 65% of Japan’s VOD Hours, Data Shows – Variety

YouTube accounted for more than 65% of all digital video-on-demand hours watched in Japan in May, reaching 72 million viewers who collectively logged 2.8 billion hours on the platform, according to new behavioral data from ampd Analytics. The figures come from the ampd YouTube dashboard, a streaming-intelligence tool launched by ampd Analytics, a Media Partners Asia company. Japanese viewers averaged 38.5 hours apiece on the platform during the month. “Japan’s YouTube viewing looks far more like television than people assume – long-form content dominates, audiences are spread across every age group, and engagement peaks at nine in the evening. YouTube isn’t competing at the edges of the screen economy in Japan; it’s operating at its centre,” said Sam Yousif, managing director of ampd Analytics. Popular on Variety The data points to a mainstream, nationwide audience rather than a youth-skewed one. YouTube’s reach splits almost evenly by gender, with 36.1 million male viewers and 35.5 million female viewers, and spans every age bracket, from 18 million viewers aged 10-29 to 13 million aged 60 and over. Viewing skews toward the Kanto region, which accounts for 32 million viewers, and toward middle-income households, with the four-to-eight million yen income bands forming the
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