Market Overview

Size of the video content business market (as a total of 5 major markets) for FY2023 was valued at 907,000 million yen, 110.5% of the previous fiscal year, based on the sales of businesses. Stable growth in recent years attributes to the shift of contents on social media from still images to videos, the growing demand for video editing software for hobby or for side job purposes, and the increasing recognition and use of livestreaming apps.

In FY2023, viewers of videos on social media expanded across all age groups, including those that were not familiar with video streaming. In particular, viewers in their age 50s and 60s increased as they use connected TV (TV set connected to the internet) to view videos.

In addition, livestreaming gained a significant customer base during pandemic, expanding quickly as an easy-to-participate communication platform for people that stayed at home. Despite concerns for changes in trends, livestreaming has taken root as the new form of communication even when the COVID restrictions ended. The number of newly new subscriber is growing steadily in tandem with the increase of live streamers.

Noteworthy Topics

Market Trends of Livestreaming Apps

The market size of livestreaming apps for FY2023 was estimated at 72,000 million yen, 112.5% of the preceding fiscal year.

Livestreaming established a customer base, steadily increasing the number of new users as a new method of communication where everyone can participate freely. Increase of livestreaming businesses also boosted the market growth.

While livestreaming was done solely by some artists (musicians) on major video distribution websites or music video distribution for promotional purposes in the past, today there is a rapid increase in the number of various creators utilizing (distributing) contents live to create revenue streams.

Against this backdrop, coupled with the increase in the number of employees at live streaming businesses, the increase in the number of live streamers, as well as the increase of live streamers earning money on virtual tip jar, the live-streaming apps market is expected to grow further hereafter.

Future Outlook

​The size of the video content business market (as a total of 5 major markets) for FY2024 is forecasted to reach 988,000 million yen, 108.9% of the previous fiscal year. With various market drivers, all five submarkets are expected to grow steadily:

- New players of other industries are expected to enter the video production services market, such as recruitment businesses in creating recruiting videos.

- In the era of “hundreds of millions work as content creators”, users of video editing software are projected to increase continually.

- The market growth of video streaming platforms continues to be strong as the demand for video livestreaming marketing anticipates expansion.

- Video streaming apps that enable streaming with virtual avatars are increasing popularity. Live streamers can grow audience without showing their faces.

- Anime production agencies can expand business by partnering with live streaming platformers to stream animes, including exclusivity contracts.

Research Outline