Nearly 89% of Japanese consumers regularly engage with ad-supported media
Digital media habits in Japan show strong engagement across platforms, with consumers spending hours daily on streaming, gaming, and news. A recent study highlights how advertising plays a key role in these activities, influencing both recall and purchasing decisions.
Japanese consumers dedicate the most time to streaming television, averaging 2.4 hours per day. Nearly half of these viewers—46%—use a second device while watching, often splitting attention between screens.
Gaming apps follow closely, with users spending 2.1 hours daily on mobile games. These applications reach 64% of internet households, making them one of the most widely adopted digital activities. Streaming music and podcasts each capture over an hour of daily listening, with podcasts driving higher purchase rates. While 48% of music listeners buy products they hear advertised, the figure rises to 55% for podcast audiences. News consumption also remains strong, with readers spending an average of one hour per day on digital updates. Mobile devices dominate this space, used by 71% of news consumers. Overall, 89% of Japanese internet users regularly engage with ad-supported media, showing a high tolerance for advertising in exchange for free content. Advertisements themselves prove most effective when relevant. A survey found 44% of consumers remember ads that align with their interests. Among those watching streaming television with others, 42% discuss advertisements during viewing, reinforcing the social impact of marketing.
The data reveals a media landscape where streaming, gaming, and news all command significant time and attention. Advertisers benefit from high engagement, particularly when messages match consumer interests. With mobile devices central to these habits, brands have multiple touchpoints to connect with audiences.
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