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Newsletter N°80 - September 2025 

🎬 Media & Content: Internet Usage Surpasses Traditional TV for the First Time Across All Age Groups in Japan

Japan's Ministry of Internal Affairs and Communications (MIC) released its 2024 Information and Communication Media Usage Survey on June 27, marking a historic shift in the nation's media consumption landscape. For the first time since the survey began including people in their 70s, internet usage time exceeded traditional real-time TV viewing on holidays across all age groups.

 

Key Usage Statistics: 

Daily average media consumption time (all age groups):

  • Weekdays: Internet 181.8 minutes (+8.2 min) vs. TV 154.7 minutes (-8.2 min)

  • Weekends: Internet 183.7 minutes (+4.0 min) vs. TV 182.7 minutes (-19.3 min)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Comparison of real time consumption of TV (in red) and internet (in blue) during weekdays (top) and weekends (down)

The survey, conducted among 1,800 people aged 13-79 from December 2-8, 2024, shows a continuing decline in TV viewership. The percentage of people watching real-time TV dropped to 72.1% on weekdays (-3.0%) and 69.1% on weekends (-4.1%).

 

Demographic Breakdown and Generational Shifts:

Age-specific trends reveal dramatic changes:

  • 40s: Internet usage surpassed TV for the first time on weekends

  • 60s: Experienced the most significant decline in TV viewing time on both weekdays and weekends

 

YouTube dominates with 83.3% usage rate, followed by Amazon Prime Video (39.2%), TVer (32.2%), and Netflix (26.1%).

 

Japanese Media Landscape Context:

Japan's media ecosystem reflects a fundamental generational divide. While internet usage has grown consistently since 2017, traditional TV maintained dominance among older demographics until recently. The "golden time" (7-10 PM) viewing patterns show younger generations increasingly choosing internet over traditional broadcasts, with YouTube emerging as a "second channel" competing directly with major networks.

 

OTT vs. Traditional TV consumption patterns:

  • Connected TV data shows YouTube ranking second only to Nippon TV in daily viewing time among households using streaming services

  • TVer (Japan's free catch-up service) reaches 32.2% usage, positioning it as a bridge between traditional and digital consumption

  • Traditional broadcasters are adapting: 2025 will see comprehensive OTT measurement integrated into official ratings alongside traditional TV metrics


The survey represents a watershed moment for Japan's media industry, signaling the end of TV's dominance even among traditionally loyal older viewers. As internet usage becomes universal across age groups, broadcasters face unprecedented pressure to adapt their content distribution strategies beyond traditional linear programming.

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