27.04.2020

YouTube user trends in Japan 2021

James Lovell

Number of YouTube users 

YouTube is the most used video streaming app in Japan. In fact, Google reports that the potential audience reached using advertisements in Japan is around 93.8 million users. To put this into perspective, the Japanese population (at time of writing) is just over 126 million. This means that Youtube ad penetration sits at just over 74% of the population, which is staggering.

Demographics of active users

Users are spending a lot of time on the app. The average time spent on Youtube per user is 21.4 hours per month in Japan which is the highest on any video streaming platform. User demographics on Youtube are also fairly representative as it reports that 49.7% of its ad audience is female and 50.3% is male

What people are searching for on Youtube

In 2020, the following were the most popular keywords on Youtube translated into English (see the original here: Digital in Japan: All the Statistics You Need in 2021 — DataReportal – Global Digital Insights):

#

Search query

Index

1

Song

100

2

Fortnight

92

3

Kun

62

4

Anime

49

5

Live

48

6

Maikura (Minecraft)

47

7

Kimetsu no Yaiba (Demon Slayer)

43

8

Manga

41

9

Movie

37

10

BTS

35

11

Anpanman

32

12

BGM

31

13

Fischer's

30

14

Kimetsu no Yaiba (Demon Slayer)

30

15

Hikakin

28

16

Piano

23

17

Pokemon

22

18

Atsumori (Animal Crossing)

20

19

Maizen

20

20

Mario

20

Unique features of YouTube

According to a 2019 marketing survey of 500 people nationwide on their social media usage, YouTube (30%) saw the highest percentage of people saying the channel motivated them to purchase a product. When looking at product posts on social platforms, the people in the survey said that the most motivating items were “detailed reviews” and this is not so easy with text and static images as users lose interest quickly. On the other side of the fence, video can offer a large and detailed amount of information whilst holding the viewer’s attention and is why YouTube is crucial in motivating people to purchase products.

YouTube offers a media alternative to television and when looking at the evidence available, it is likely that this trend will continue to rise. Understanding this is essential when entering or working with the Japanese market.

Writer

James Lovell

UK (Managing) Director

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