Japanese TV Ratings Reflect Shifting Viewing Habits Amid Streaming Boom
Despite the rise of on-demand content, traditional television ratings remain a key metric for success in Japan, with recent broadcasts showcasing the country’s diverse entertainment landscape. Recent data reveals continued strong interest in anime, alongside the enduring appeal of long-running series and live-action adaptations.
Anime Dominates, But Nuances Emerge
On Saturday, June 28th, a week-long rerun of the anime series Demon Slayer: Kimetsu no Yaiba commenced on Fuji TV, beginning with the “Mugen Train Arc” and progressing to the “Hashira Training Arc.” The initial broadcast garnered a 7.0% viewership share, a “respectable” figure according to industry observers. Simultaneously, the anime film Lupin III: The Castle of Cagliostro aired on NTV, achieving an even higher 7.9% share. These numbers “illustrate the continued interest in anime on Japanese television,” as one analyst noted.
However, the landscape isn’t uniform. The anime film Ringing Bell, broadcast on NHK Educational, achieved a significantly lower 0.3% share. This disparity highlights the importance of content recognition and targeted programming.
New and Classic Series Find an Audience
In contrast to the lower-performing film, the latest episode of the popular series Anpan from the Renzoku Terebi Shōsetsu-Inihen achieved a substantial 16.5% viewership. The series, inspired by the life story of Anpanman creator Takashi Yanase, demonstrates the ability of new content to thrive alongside established classics.
Live-Action Adaptations Prove Popular
The final episode of the live-action series based on Mikito Chinens Ameku takao’s detective novel, broadcast on TV Asahi, also performed well, securing a 6.0% viewership share. This success “shows the broad spectrum of content that Japanese television offers, and the variety of stories that captivate the audience.”
The Evolving Role of Ratings
The significance of traditional ratings is being re-evaluated in the age of streaming. “Interestingly, ratings not only reflect the popularity of a program, but also the changing visual habits,” a senior official stated. As more viewers embrace time-shifted viewing and on-demand platforms, conventional ratings may offer an incomplete picture of a program’s true reach. Despite this shift, ratings “remain a crucial factor for evaluating the success of a program on traditional television.”
Ultimately, the industry must adapt. One analyst concluded that “traditional odds are often an incomplete picture” and that the television industry “should find innovative ways to capture and evaluate the entire spectrum of the audience behavior.”
