Japanese are warming to live video streaming apps

Anne Freier

In App Business. October 23, 2019

Live video streaming apps continue to make advances in Japan – a market that has traditionally been less inclined to use entertainment apps given its aging-nation status.

New data by mobile app marketing company Liftoff in collaboration with mobile measurement firm Adjust confirms that more citizens have signed up for entertainment apps as Japan gears up for the 2020 Summer Olympics.

Japanese users are said to have been relatively slow to adopt mobile apps. Around 29% of the country’s population is 65 years or older.

But as Japan readies for the Summer Olympics next year, it appears the Japanese are turning to mobile apps to live-stream the event.

The cost to acquire a user for an entertainment app was up 86% (to $3.98) compared to 2018. Registration rates rose to 87%, up 15% from the previous year.

Whilst downloads of entertainment apps may still lag that of other countries, time spent in-apps is growing rapidly.

Emarketer forecasts that citizens will spend an average of 3 hours and 8 minutes using digital media. Around 59% of their digital time is being spent on mobile versus 41% on desktops.

The findings by Liftoff suggest that Japan could become a valuable market for mobile advertisers determined to acquire highly engaged users.