Top Japanese video sites skew towards male audience, a comScore Japan K.K. study has revealed. The gender composition of viewers for the top 3 online video content properties were nearly 60 percent male and 40 percent female, although FC2 had an even higher percentage of male viewers. Google Sites had the highest percentage of users in the 35-44 and 55+ age groups while Dwango had the highest percentage of 15-24 year olds across both genders.
60 million Japanese internet users watched online videos in December 2012. The top 3 video properties by viewing audience in Japan were Google Sites, Dwango, and FC2, while VEVO, Fuji Television, and Sony Music Entertainment Japan ranked as the most popular YouTube Partner Channels.
Google Sites, driven primarily by video viewing on YouTube, ranked as the top online video content property in December 2012 with 50 million unique viewers. Dwango Co., Ltd ranked second with 29 million viewers, followed by FC2 with 22 million viewers. DMM, although lower in the rankings with 5.2 million unique viewers, showed a year-over-year increase of 713 percent, the highest growth rate among the top 10 properties. In terms of engagement (Minutes per Viewer), FC2 ranked first among the top 10 with more than 23 hours per viewer while boasting the fastest year-over-year growth of 79 percent.
An analysis of leading YouTube Partner Channels shows VEVO ranked highest with 3.9 million unique viewers in December 2012, followed by Fuji Television with 3.4 million viewers, Sony Music Entertainment Japan with 3.2 million viewers, avex with 3.1 million viewers, and TBS with 2.9 million viewers. VEVO also had the highest number of videos with more than 29 million videos watched during the month. avex came second with 16 million videos, followed by Sony Music Entertainment Japan with 12 million videos, TV Asahi with 10 million videos, and Fuji Television with 9 million videos. VEVO also led the engagement rankings with 19.5 minutes per viewer, followed by TV Asahi with 14.6 minutes per viewer, and avex with 12.3 minutes per viewer.