Young Japanese Abandon Traditional Media

In Japan and elsewhere, a resounding narrative echoes: younger generations are rapidly drifting away from traditional media consumption. In this article, we take a glance into the intricate relationship between viewers, their TV habits, and the evolving media landscape that shapes their lives.

Content and Commercial Choices

It would seem that the topics covered in Japanese television programs and variety shows, such as current events, sports, and entertainment, have barely changed in decades. However, if you look at the sponsors and the content of the commercials between programs, you can easily guess which audience the TV station is targeting.

Many commercials still feature stars from the bubble era of the 1970s and 1980s, and in fact, there appears to be a recent ‘boom’ in long-unseen talent making a comeback to the silver screen.

Also, giving a further glimpse into the intentions of the television broadcasters and advertisers, it seems the number of commercials related to daily necessities and health, rather than flashy and expensive products, is on the rise.

Surveying the Landscape

Released in June 2023, the Japanese Ministry of Internal Affairs and Communications published a "FY2022 Survey Report on Information and Communication Media Usage Time and Information Behavior" targeting 1,500 men and women between the ages of 13 and 79. The report serves as a compelling testament to the evolving narrative, offering a detailed look into the evolving media landscape.

Reflecting the significant differences in media consumption between age groups, the survey found that the average TV viewing time per day on weekdays was 46 minutes for teenagers and 72.9 minutes for those in their 20s, compared to 160.7 minutes for those in their 50s, 244.2 minutes for those in their 60s, and 306.3 minutes for those in their 70s.

Furthermore, if it were not for the fact that most Japanese teenagers live at home with older family members, their average TV watching time would most certainly be far lower.

As for time spent reading newspapers per day, the statistics are even more compelling: teens spend just 0.9 minutes, people in their 20s spend 0.4 minutes, people in their 50s spend 7.8 minutes, people in their 60s spend 17.7 minutes, and people in their 70s spend 32.8 minutes.

On the other hand, the amount of time spent using the Internet tells a very different story of how younger Japanese select media for obtaining information, entertainment, and other purposes. According to the survey, teenagers spend an average of 195 minutes online: 264.8 minutes for those in their 20s, 143.5 minutes for those in their 50s, 103.2 minutes for those in their 60s, and 50 minutes for those in their 70s.

Seniors in their 60s and 70s, however, are adapting to digital devices faster than expected, with smartphone usage rates as high as 91.5% for those in their 60s and 72.1% for those in their 70s.

The Way Ahead

Overall, this data projects a trajectory where internet accessibility for information and entertainment will ascend.

Also, given the ressurgence of talents of yesteryear alongside ads scewed towards those in their final quarter of life, there appears to be resignation within traditional media and television that seems irreversible: young people have ‘left the building and entered the chat’.

Based in Tokyo, An-yal is the leading independent advertising agency for global lifestyle brands in Japan and worldwide. Contact us to get ahead with your integrated marketing and creative needs.