Japan’s Streaming Market Hits $7.2 Billion as Netflix, Prime Video and U-Next Dominate, Report Finds

Key Highlights

• Netflix holds the top revenue position with 22% of the category, while Prime Video leads in subscriber count with 19.3 million users, benefiting from cross-promotion within its broader retail and e-commerce operations.
• Local service U-Next commands 12% of revenue through an integrated content package that combines streaming video with manga, music and exclusive sports programming, creating competitive advantages against international rivals.
• Related Stories Elisabeth Moss to Star in Hulu Series Adaptation of Jack Jordan's 'Conviction' From David Shore 'Handmaid's Tale' Sequel 'The Testaments' Sets Hulu Release Date Subscription video platforms collectively gained 4 million subscribers during 2025, pushing the total to 67.9 million when including YouTube Premium.
• Netflix drove the largest gains, powered by its partnership renewal with telecom major KDDI in November 2025 and strong performance from Japanese originals.
• Sports streamer DAZN also contributed meaningfully through its bundled inclusion in telecom player NTT Docomo’s ahamo Max mobile service, while the Disney+/Hulu Japan combined package expanded its reach.