Throughout 2016, I worked as a research assistant for Dr Ramon Lobato on his project “Geoblocking, circumvention and the organisation of digital media markets.” One of my roles was to prepare a dossier concerning the reactions to Netflix in Japan, summarising key issues and debates surrounding streaming services in Japan more broadly. Through this work, I became a member of the Netflix Research Consortium.
This dossier has recently been published on the Netflix Research Consortium’s homepage. You can find the full dossier here. (NB: I feel that some of this information might be a little bit out of date now, since it is mostly based on data gathered in late 2015).
The key takeaways of the dossier are
Netflix does not align well with audience expectations and viewing habits in Japan.
Viewing of broadcast and terrestrial television remains high. Japan’s media marketplace continues to be dominated by “old” TV institutions.
There is a broad opinion in Japan that Netflix is “foreign”, despite Netflix Japan’s commitment to producing original Japanese content
A number of dossiers for other countries covered by the various members of the Netflix Research Consortium can be found here.