Home / Themes / Global Broadcasting '24: Japan & Korea Broadcasters
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Japanese and Korean broadcasters are navigating a structural shift from linear television to Over-The-Top (OTT) platforms, presenting opportunities in digital c
Japanese and Korean broadcasters are navigating a structural shift from linear television to Over-The-Top (OTT) platforms, presenting opportunities in digital content monetization and robust global demand for K-content and anime, despite ongoing declines in traditional broadcast advertising revenue.
Global demand for K-content and Japanese anime continues to surge, driving content production and international distribution opportunities for broadcasters. Japanese anime captures 44% and K-dramas 35% of global viewer preferences, rivaling Hollywood's reach. The Japan entertainment and media market is projected to grow significantly, with cultural influence of anime being a key driver.
Accelerating digital transformation and OTT monetization strategies are enabling broadcasters to adapt to changing consumer habits. The Japan OTT platform market is expected to reach USD 56.01 Billion by 2033, exhibiting a CAGR of 16.75% during 2025-2033. Broadcasters are investing in streaming technologies and original programming to differentiate themselves in a competitive market.
Growth in online advertising revenue provides a crucial offset to declining traditional broadcast ad spend. Japan's digital advertising market is projected to grow at a 14.8% CAGR through 2026, and online advertising spending in South Korea surpassed broadcast advertising in 2024, with a projected rise of 6.1% in 2025. OTT platforms are increasingly gaining ground as advertising vehicles.
The accelerating shift from traditional linear television to OTT and streaming services is leading to a persistent decline in traditional broadcast advertising revenue and viewership. Broadcast advertising spending in South Korea was down 5.0% in 2024 and is expected to fall by 13.8% in 2025. Japan's broadcasting industry market sales saw a slight decrease in 2022.
Intense competition from global streaming services and local OTT platforms poses a significant threat to market share and content acquisition. The pay broadcasting market in South Korea is experiencing stagnant growth due to competitive pressure from OTT services. Global players like Netflix and Disney+ are reshaping viewing habits and challenging traditional broadcast models.
Evolving regulatory and policy landscapes in both Japan and South Korea introduce uncertainties and potential operational constraints. South Korea is enforcing revised regulations to strengthen penalties against false information and has new AI Act provisions. Japan is lifting a ban on regional commercial TV mergers, which could lead to consolidation and competitive shifts. Debates around universal viewing rights for major sports events also continue.
Discussions on popular K-dramas, new releases, fan theories, and sentiment towards Korean broadcasters' content.
Trends in Japanese anime consumption, discussions on new series, streaming platform preferences, and overall fan engagement.
Detailed discussions on anime and manga, user reviews, and community sentiment regarding Japanese content.
Recaps, reviews, and open thread discussions on Korean dramas, indicating content popularity and critical reception.
Discussions on K-pop, K-drama, and general Korean entertainment news and trends.
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Metric/field JPNNRTLSA
Cadence monthly
Why it matters Retail sales directly reflect consumer spending power, which influences advertising budgets for consumer-facing businesses, a primary revenue source for broadcasters.
Signal to watch Rising retail sales indicate stronger consumer demand and potentially higher advertising spend, positive for broadcasters.
Confidence: high
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Metric/field KORRETAILSA
Cadence monthly
Why it matters Similar to Japan, South Korea's retail sales data provides insight into consumer spending trends, directly impacting advertising revenue for Korean broadcasters.
Signal to watch Increasing retail sales suggest a robust consumer market, likely leading to increased advertising investment by companies, beneficial for broadcasters.
Confidence: high
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Metric/field JPNRGDPQ (Year-over-Year Percentage Change)
Cadence quarterly
Why it matters Overall economic growth in Japan is a key driver of corporate profitability and confidence, which in turn dictates advertising expenditure and consumer discretionary spending on entertainment.
Signal to watch Accelerating GDP growth signals a healthier economy, often translating to higher corporate advertising budgets and consumer engagement with media, positive for broadcasters.
Confidence: high
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Metric/field KORGDPRQ (Year-over-Year Percentage Change)
Cadence quarterly
Why it matters South Korea's GDP growth reflects the general economic health of the country, influencing corporate advertising decisions and consumer capacity for pay-TV subscriptions and entertainment.
Signal to watch Stronger GDP growth indicates a more vibrant economy, typically leading to increased advertising activity and consumer spending on media services, beneficial for broadcasters.
Confidence: high
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Metric/field JPNCIC
Cadence monthly
Why it matters Consumer confidence directly impacts discretionary spending and willingness to engage with advertising, affecting both ad revenue and subscription uptake for Japanese broadcasters.
Signal to watch An improving consumer confidence index suggests greater optimism about future economic conditions, potentially leading to higher consumer spending and increased advertising, positive for broadcasters.
Confidence: medium
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Metric/field Search Interest Index for 'テレビ広告 日本' (TV advertising Japan)
Cadence weekly
Why it matters Provides a proxy for public and industry interest in TV advertising in Japan, indicating potential shifts in advertising sentiment and activity.
Signal to watch Rising search interest suggests increasing attention on TV advertising, potentially indicating growing investment or strategic focus, positive for Japanese broadcasters.
Confidence: medium
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Metric/field Search Interest Index for 'TV 광고 한국' (TV advertising South Korea)
Cadence weekly
Why it matters Similar to Japan, this metric gauges the level of interest in TV advertising within South Korea, reflecting potential trends in the advertising market.
Signal to watch An upward trend in search interest implies heightened focus on TV advertising, which could translate to increased ad spending, positive for Korean broadcasters.
Confidence: medium
Not in registry
Metric/field viewCount of top 10 videos in 'Entertainment' category
Cadence daily
Why it matters Indicates popular content and audience engagement trends in Japan, which can signal competition or areas of interest for traditional broadcasters and their content strategies.
Signal to watch Higher view counts and sustained popularity of entertainment content suggest strong audience demand, potentially indicating opportunities or competitive pressures for broadcasters.
Confidence: low
Not in registry
Metric/field viewCount of top 10 videos in 'Entertainment' category
Cadence daily
Why it matters Reflects current content consumption patterns and audience preferences in South Korea, offering insights into popular genres and potential shifts in viewership.
Signal to watch Increased engagement with trending entertainment videos can highlight evolving audience tastes, which broadcasters can leverage for programming or content acquisition, or face as competition.
Confidence: low
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Metric/field Global Rank for tbs.co.jp (TBS Holdings, Japan)
Cadence irregular
Why it matters Website traffic rank for a major Japanese broadcaster's online presence can indicate digital engagement and brand strength, supplementing traditional viewership data.
Signal to watch An improving global rank suggests increasing online visibility and audience interest in the broadcaster's digital offerings, positive for overall brand health and potential digital ad revenue.
Confidence: low
Not in registry
Metric/field Prime Time (Japan, Tokyo Area, Commercial Broadcasters Average)
Cadence weekly
Why it matters Directly measures the reach and engagement of television broadcasts, which is fundamental to advertising pricing and revenue for Japanese broadcasters.
Signal to watch Sustained or increasing average audience ratings indicate strong viewership, supporting higher advertising rates and demonstrating content effectiveness, positive for broadcasters.
Confidence: high
Not in registry
Metric/field Prime Time (South Korea, National, Commercial Broadcasters Average)
Cadence weekly
Why it matters Provides critical insights into the performance of television content and channels in South Korea, directly influencing advertising sales and market share.
Signal to watch Consistent or growing average audience ratings signify robust viewership, which can lead to increased advertising demand and premium pricing, positive for broadcasters.
Confidence: high
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Metric/field Japan, by Advertiser Category
Cadence irregular
Why it matters Offers granular data on advertising expenditure across different industries, providing a direct measure of the health of the Japanese TV advertising market.
Signal to watch Rising total TV advertising spend, particularly across key advertiser categories, indicates a strong advertising market and increased revenue potential for Japanese broadcasters.
Confidence: high
Not in registry
Metric/field South Korea, by Advertiser Category
Cadence monthly
Why it matters Tracks advertising investment by various sectors in South Korea, giving a clear picture of the overall advertising market's vitality and its impact on broadcaster revenue.
Signal to watch An upward trend in total TV advertising spend, especially from major advertiser categories, signals a healthy advertising environment and higher revenue prospects for Korean broadcasters.
Confidence: high
Not in registry
Metric/field Daily Active Users (DAU) - TVer App (Japan)
Cadence daily
Why it matters TVer is a key streaming platform for major Japanese broadcasters. Tracking its DAU provides insight into the digital consumption of broadcast content and potential for digital ad revenue.
Signal to watch Increasing DAU for the TVer app suggests growing digital engagement with broadcast content, indicating successful adaptation to streaming trends and potential for diversified revenue streams, positive for Japanese broadcasters.
Confidence: medium
