No.2997
06/08/2022

Subscription Services Market in Japan: Key Research Findings 2022

Domestic Subscription Services Market (Total 6 Categories) for FY2021 Grew by 10.6% on YoY to 961,550 Million Yen,

Yano Research Institute (the President, Takashi Mizukoshi) carried out a survey on the domestic subscription services market and found out the market trends of major/noteworthy categories, the trends of market players, and the future perspectives.


Transition and Forecast of Domestic Subscription Services Market (Total 6 Categories)
Transition and Forecast of Domestic Subscription Services Market (Total 6 Categories)

Market Overview

The market size of domestic subscription services (total 6 categories, fixed-term delivery services of food and cosmetic products included) calculated based on the payment by end users (consumers) for FY2021 has expanded by 10.6% on a YoY basis to generate 961,550 million yen. When observing the details, the categories that grew from the previous fiscal year were all six categories, i.e., “Clothing/fashion rental,” “Food services,” ”Life-style related services,” “Multiple residence services,” “Digital contents,” “Delivery service (food, beverages, cosmetics, etc.)” However, there are some categories that recovered on a YoY basis from devastated status in the coronavirus crisis in 2020.

Noteworthy Topics

Attempts of Subscription Services by Transportation Operators

Revenues from commutation passes and other fares that transportation operators have stably earned are likely to decrease due to diversified lifestyles, spread of remote working, etc., since the coronavirus pandemic in 2020. However, this diversification can be regarded as a business opportunity, making every transportation operators to develop their new services, among which subscription services are being in the spotlight.

The fact that transportation operators newly deploying subscription services in addition to their conventionally provided infrastructure for services involving physical transportation indicates that they strengthen their services from a software aspect. For instance, by integrating the management of various services centered on transportation in the form of subscription, they are able to let the users to access to various services through one-time payment on a regular basis, similar to the payment for cell phones and smartphones.

This can be considered as a promotion of MaaS (Mobility as a Service), and digital transformation in transportation services, which make the implementation of subscription services expected to trigger further growth.

Future Outlook

The market size of domestic subscription services (total 6 categories) is projected to expand by 9.5% on a YoY basis to 1,052,475 million yen in FY2022, and to 1,242,240 million yen by FY2024.

Just like in the previous fiscal year, positive growth is expected to be observed in all six market categories, i.e. “Clothing/fashion rental,” “Food services,” ”Life style related services,” “Multiple residence services,” “Digital contents,” “Delivery service (food, beverages, cosmetics, etc.)” in FY2022.

Research Outline

1.Research Period: January to March 2022
2.Research Object: Subscription service providers and their supporting service vendors (B2C), subscription business supporting service vendors (B2B), etc.
3.Research Methogology: Face-to-face interviews by the expert researchers (including online), and literature research

What is the Subscription Service Market (Total 6 Categories)?

A subscription service in this research refers to an existing service that a user can use continuously without minding the period of time, the frequency, and the type, by paying an amount of money at a regular interval.

This research targets the following six B2C services: 1) Clothing/fashion rental 2) Food services (subscription of food, beverages and other products including dining at a restaurant) 3) Life-style related services (furniture, home appliances, daily necessities, domestic chores, etc.) 4) Multiple residence services (letting the users to change residences within a short period of time, or freely move and live in multiple residences by paying monthly. Not included are share houses and monthly paid rental houses.) 5) Digital contents (music and movie services, language education services [interactive contents, but correspondents education is not included]) provided by paying monthly) 6) Delivery service (food, beverages, cosmetics, etc. delivered using subscription platforms by paying a certain amount of money regularly.) The market size is calculated based on the payment by end users (consumers).

<Products and Services in the Market>

Clothing/fashion rental, Food services, Lifestyle related services (furniture, home appliances, daily necessities, domestic chores, etc.,) Residence relate services (letting the users to change residences within a short period of time, or freely move and live in multiple residences by paying monthly), Digital contents (music & movies, and language education services provided by paying monthly,) Delivery service (food, beverages, cosmetics, etc.,) subscription service vendors and their supporting service vendors (mainly for B2C, those for B2B are included as reference)

Published Report

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