Executive Summary
In Japan, digital will see incremental gains, while traditional media maintains its pivotal role—partly due to the aging population. Only Japan and South Korea will maintain their time spent with TV through the end of our forecast period.
How much time will adults in Japan spend with traditional media vs. digital?
In 2019, we forecast that adults (ages 18+) will spend an average of 4 hours, 9 minutes per day on traditional media and 3 hours, 8 minutes on digital. Time spent with digital will continue to gain, while time spent with traditional media will remain flat through 2021.
How much time will adults in Japan spend on traditional TV vs. digital video?
As a share of total time spent on video content, TV will account for 82.5% compared with digital video’s 17.5%. By the end of 2021, this ratio will be 80.7% to 19.3%.
How much time will adults in Japan spend on desktop/laptop vs. mobile?
This year, adults in Japan will spend 2 hours, 52 minutes online, of which 58.8% will be allocated to mobile and 41.3% to desktop/laptop. During our forecast period, mobile will continue to propel internet time spent, while desktop/laptop remains stable.
Is time spent with media and media ad spending aligned in Japan?