55% of viewers use YouTube! So how about streaming services such as Amazon Prime Video, Hulu, or Netflix…

After surveying over 10,000 people in the Fields survey, we have analyzed the results and would like to present a part of our findings.

■Amazon Prime Video is the most popular paid video streaming service

Of all the video streaming services in the survey, YouTube was overwhelmingly popular, followed by Niconico, FC2 Video and other free video streaming services.
In regard to paid services, although a large number of participants used satellite or cable TV services, paid video streaming services featured too, with Amazon Prime Video having a viewer share of 5.6%, followed by Hulu and Netflix. The popularity of Amazon Prime Video can possibly be attributed to the fact Amazon Prime is also a service which allows users to purchase goods online with next day shipping.

 

 Almost all video streaming services show a larger male demographic, with Line Live and C Channel in particular having a much larger female share.

 

■AbemaTV and Line Live are popular among younger viewers, GyaO! and Wowow are popular among older viewers

Comparing the demographic of video streaming services, a large portion of AbemaTV’s viewership are males and females from high school age to their thirties. The demographic of Line Live is mostly male and female high school age students.
Amongst older viewers, GyaO! is the second most popular service, and Wowow has a high viewership among male and female users in their 60s.

 

 

■More services are viewed on computers as opposed to smartphones

According to survey, services which has been popular for a long time, such as
satellite and cable TV are mainly viewed on TV with over 90% of those surveyed, compared with less than 10% for computers and smartphones. In contract to this, the other services are mostly viewed on a computer.

 

 In addition, regarding the device mainly used to view each service, for the services which are primarily viewed on computers, there is a vastly smaller number of female viewers compared to male viewers.
One possible reason that these services have a larger male viewership is simply because these services are mainly viewed on the computer; compared to males, females use less, or are less willing to use computers, which could result in this disparity.

 

■The viewership of free services is mainly young viewers and female viewers, whereas the viewership of paid services are mainly males aged 30~50

Finally, we have divided the viewership of video streaming services into six groups, and then analyzed how these groups were composed.

 

 

 

Group 1: Those who do not use video streaming services
Group 2: Those who only use YouTube
Group 3: Those who use free video streaming services other than YouTube
Group 4: Those who use paid video streaming services as a free trial
Group 5: Those who use one paid video streaming service
Group 6: Those who use two or more paid video streaming services

The demographic of groups 2~4 are mostly young viewers and female viewers, and groups 5 and 6 have a viewership of mainly males in their forties.

Although video streaming services are still on their way to becoming a larger part of the mainstream, there is still a large untapped potential audience. Almost half of those surveyed answered that they did not use their services or just watched YouTube; this suggests that by accessing this viewership, these streaming services can hope to continue to grow.

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・93% of people in Japan haven’t experienced VR yet! Have you?

(Article by: Masanori Ota)

Fields Research Institute (FRI) conducts research in entertainment.
This article was written by a member of FRI, through the original coverage of his/her interests observed in their daily lives.

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(※1)Fields Yoka Survey 2017
A web survey carried out in December 2016 which surveyed 11,646 people across the nation from elementary school age to 69 years of age. It queried their behaviors in relation to and their sense of values regarding free time.
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