Netflix Surpasses 10 Million Subscribers in Japan

By Sam Nussey
TOKYO (Reuters) – Netflix (NASDAQ:NFLX) has surpassed 10 million subscribers in Japan in the first half of this year, thanks to its engaging Japanese-language programming that has captured the attention of the increasing market.

The subscriber count has doubled over the past four years, and the platform has recently launched several well-received Japanese-language shows that distinguish it from local broadcasters.

Kaata Sakamoto, vice president of content for Japan, stated, "This year in particular we're happy that productions such as 'Tokyo Swindlers', 'The Queen of Villains' and the reality romance show 'The Boyfriend' have been watched by so many people."

Since Netflix began releasing viewership rankings in 2021, only two English-language shows, a live-action adaptation of the manga "One Piece" and the fourth season of "Stranger Things," have topped the charts in Japan.

Sakamoto noted, "Japan in particular is a country which wants to see a lot of its own content so we strongly feel the need to produce it."

In September, Netflix announced a five-year agreement with Hitoshi One, the director of the hit drama "Tokyo Swindlers," which follows a group of real estate scammers.

Streaming services have encouraged audiences to explore foreign-language content, leading entertainment companies to focus on Japan in recent years. Amazon (NASDAQ:AMZN) has adapted Sega Sammy's long-running "Yakuza" game series, while Reuters reported last month that Sony (NYSE:SONY) is negotiating to acquire the media giant Kadokawa to enhance its entertainment division.

According to Netflix, Japanese content ranks as its third-most-viewed non-English category after Korean and Spanish series, with anime titles being watched over 1 billion times globally last year.

As of September, Netflix's shares have risen around 84% year-to-date, buoyed by an ad-supported tier, while the company boasts 282.7 million subscribers worldwide.