Leading Brands in Japan's Film & Television Category: Q2 2024 Overview

Introduction

In Q2 2024, Japan's Film & Television category experienced remarkable activity from leading brands such as NHK, AbemaTV, and Prime Video. These platforms showcased significant audience engagement across their websites and apps. Sensor Tower’s comprehensive data offers a detailed examination of their performance, providing insights into monthly web traffic, app usage, and advertising trends.

NHK (Japan Broadcasting Corporation)

NHK’s digital presence is anchored by its website, nhk.or.jp, and the NHKプラス app.

• Audience Trends: The website maintained a stable monthly visitor count, with unique visits consistently above 52M. However, there was a gradual decrease in visits from 529M in April to 471M in June.

• App Engagement: The NHKプラス app saw monthly active users peaking at over 4.1M in May before settling around 3.7M in June.

• Ad Spend & Channels: NHK’s monthly advertising spend fluctuated, with the highest spend in April at approximately $133K, primarily on Facebook and Instagram, delivering over 39M impressions.

AbemaTV, Inc.

AbemaTV operates platforms including abema.tv and the ABEMA(アベマ) 新しい未来のTV app.

• Audience Trends: The website consistently attracted over 10M unique visitors monthly. True audience numbers increased slightly, surpassing 16M by June.

• App Engagement: The app's monthly active users steadily rose, reaching over 9M by June, indicating strong mobile engagement.

• Ad Spend & Channels: Noteworthy spikes in monthly ad spend occurred in May, exceeding $535K, with Instagram and TikTok being major channels for reaching audiences.

Prime Video

Prime Video’s digital footprint includes primevideo.com and the Amazon Prime Video app.

• Audience Trends: Web traffic saw notable fluctuations, with visits peaking in June at over 730K. The true monthly audience remained stable near 6.6M.

• App Engagement: The app consistently maintained around 6.5M monthly active users, highlighting a robust mobile user base.

• Ad Spend & Channels: Prime Video’s monthly ad spend was significant, with a peak in April at approximately $2M, leveraging YouTube and TikTok for extensive reach.

Conclusion

In Q2 2024, NHK, AbemaTV, and Prime Video led Japan's Film & Television category with dynamic digital strategies. Sensor Tower's unique ability to cross-reference web, app, and advertising data provides unparalleled insights into these brands' performances. For businesses seeking detailed cross-platform user behavior insights, Sensor Tower remains the essential tool.

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