Leading Brands in Japan's Film & Television Category: Q1 2024 Insights

In the dynamic world of film and television, Japan's leading brands have showcased impressive digital footprints. This article delves into the performance of three major players from Q4 2023 to Q1 2024: NHK (日本放送協会), AbemaTV (株式会社AbemaTV), and Netflix. By leveraging Sensor Tower's comprehensive data, we provide a nuanced understanding of their web and app presence, audience engagement, and advertising strategies.

NHK (Japan Broadcasting Corporation) - 日本放送協会

Digital Presence: NHK's online presence is anchored by its website, nhk.or.jp, and the NHKプラス app.

• Audience Trends: NHK's monthly true audience remained robust, exceeding 55M throughout Q1 2024. A notable peak occurred in January with over 62M. The website consistently attracted more monthly visitors compared to the app, with visits per unique visitor peaking at 11 in January.

• App Engagement: NHKプラス saw a steady increase in monthly active users, reaching over 4M in March, highlighting a growing preference for mobile consumption.

• Ad Spend & Channels: Monthly advertising expenditure saw a significant rise, particularly in March, with spend surpassing $570K and impressions reaching 172M. Facebook and Instagram were the primary channels, with Instagram impressions more than doubling from February to March.

AbemaTV, Inc. - 株式会社AbemaTV

Digital Presence: AbemaTV's digital landscape includes the website, abema.tv, and the ABEMA(アベマ) 新しい未来のTV app.

• Audience Trends: The monthly true audience for AbemaTV was stable, hovering around 15M throughout Q1 2024. Website visits were particularly high, with over 145M monthly visits in March, indicating a strong web presence.

• App Engagement: The app maintained a high level of monthly active users, consistently above 8.7M in March, showing a balanced engagement between web and app platforms.

• Ad Spend & Channels: Advertising strategies were diversified across Facebook, Instagram, TikTok, and Twitter, with March seeing the highest monthly spend at over $250K and impressions nearing 90M. Instagram remained a dominant channel for impressions.

Netflix, Inc.

Digital Presence: Netflix's presence is defined by its website, netflix.com, and the Netflix app.

• Audience Trends: Netflix maintained a monthly true audience above 6M throughout Q1 2024, with March seeing a slight increase to over 6.2M. The visits per unique visitor remained high at around 27-30, indicating frequent user engagement.

• App Engagement: The app's monthly active users consistently exceeded 4.4M by March, reflecting stable mobile engagement.

• Ad Spend & Channels: Netflix significantly ramped up its monthly advertising efforts, with March ad spend approaching $1M and impressions reaching over 232M. Instagram was the leading platform for impressions, followed by TikTok and YouTube.

Conclusion

The first quarter of 2024 has demonstrated the resilience and adaptability of Japan's leading film and television brands across digital platforms. With Sensor Tower's unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, we gain a comprehensive view of these brands' cross-platform strategies, ensuring they remain at the forefront of the industry.