Traditional broadcasting and its digital upstart alternatives are often pitted against each other as natural rivals.
But Frédéric Vaulpré, Senior-Vice-President at global audience and content company, Glance, believes the two can evolve together, and that there is much to learn from Japan’s thriving and highly engaged TV sector…
Landing in Hokkaido this past August, I carried the usual mix of preconceptions and genuine curiosity that accompanies any Western executive’s experience of Japanese business culture.
While Western broadcasters frantically chase streaming revenues and evaluate alternative scenarios to traditional TV models, Japan’s landscape offers a sophisticated and considered approach.
With sustained daily TV viewing of 279 minutes, streaming platforms capturing almost 10% of total consumption, and sporting events routinely drawing in millions, Japan demonstrates how traditional broadcasting can evolve alongside digital platforms rather than being replaced by them.
My visit revealed strategic approaches to measurement, content development and audience engagement that can inform TV strategies worldwide.
The foundation of enduring TV
Japan’s approach to audience measurement, established through industry body Video Research since 1962, reveals why many Western markets struggle with media fragmentation.
Unlike regions where measurement disputes can create chaos, Japan built early consensus among major stakeholders – Dentsu, Hakuhodo and all major broadcasters – around unified measurement standards.
Video Research measures TV viewing across 32 terrestrial broadcast areas, representing more than 87 million people or 72% of the total population.
In addition to the traditional region-based measurements, nationwide ratings have been introduced, enabling a comprehensive understanding of TV viewing across Japan.
Furthermore, by developing proprietary technology to track streaming platforms viewed within households, Video Research is now able to provide data on platform usage.
Additionally, Video Research runs several innovative projects, such as partnering with REVISIO, which incorporates attention metrics during viewing, and launching a service that uses AI to analyse emotions evoked by videos.
For global broadcasters, Japan’s model indicates that measurement sophistication and industry consensus can create stable foundations for content investment and advertising allocation.
Markets prioritising measurement collaboration over competition tend to enjoy more efficient resource allocation and clearer content strategy decisions.
With platforms like YouTube, Netflix and Amazon Prime capturing only 24.8 minutes of daily consumption, Japan demonstrates that quality traditional broadcasting can successfully coexist with digital platforms.
This seems to be especially true when broadcasters invest in programming excellence and measurement evolution rather than defensive legacy protection.
International format development: The new export economy
Japan’s emergence as a significant format exporter represents strategic content development with global implications.
Ninja Warrior’s adaptation in 35 countries, LOL: Last One Laughing in more than 14 markets and drama formats like Mother and Woman in over 20 territories, demonstrate how authentic cultural storytelling achieves global scalability.
The LOL format exemplifies strategic international content development. Created for Amazon Prime Video Japan in 2016, its success stems from cost-effective, scalable production models that enable local adaptations with controlled budgets while maintaining creative quality.
Crucial for format success across diverse markets and making it a favourite among both major platforms and emerging markets.
This balance of creative freedom and budget efficiency has helped LOL to become a standout global franchise.
Nippon TV’s systematic expansion through Gyokuro Studio, with plans to develop 10 unscripted titles a year, with a 10-year plan of 100 titles for worldwide distribution, represents industrial content creation rather than opportunistic exports.
This approach offers templates for national markets developing export-capable content strategies.
Cross-cultural co-productions like Tokyo Crush, a French Japanese collaboration between ARTE and Flag Inc., show authentic international storytelling opportunities can transcend simple format licensing, creating content that feels compelling across multiple cultures.
Sports broadcasting as premium content strategy
Japan’s sports broadcasting landscape reveals opportunities that extend beyond traditional market boundaries. Baseball’s dominance in Japan is astounding.
With around 21 million baseball fans, the 2025 Seoul Series featuring local superstar Shohei Ohtani achieved the year’s two highest TV audiences across all genres, reaching 7.5 and 8 million viewers.
The sustained success of domestic events, like the Tokyo Ekiden Marathon and Sumo Tournaments which are both among the top 10 sports for TV audiences and regularly attract more than seven million viewers.
This shows that locally rooted sports content can achieve premium audience loyalty rivalling international mega-events.
Japan’s volleyball renaissance illustrates strategic audience development, with the Nations League achieving high ratings in July 2025 driven by national team success.
Indicating that broadcasters can cultivate new audience segments through patient content investment and developing sports narratives before they achieve peak popularity to secure first-mover advantages.
The integration of traditional, modern, international and local sports coverage creates programming ecosystems rather than isolated events.
It shows that established and emerging content can coexist with authentic, high-quality production treatment.
Strategic insights for global broadcasters
In my opinion, Japan’s TV evolution offers five strategic insights for international markets:
Measurement sophistication drives success: Industry-wide consensus around trusted measurement creates stable advertising environments and informed content investments.
Markets with competing measurement systems often create confusion and inefficiency, with conflicting audience data making media buying and selling more difficult for broadcasters, advertisers and agencies alike.
Integration over disruption: Streaming adoption doesn’t necessarily mean the decline of traditional TV. Japan’s measured approach shows high-quality broadcasting can coexist with digital consumption through programming excellence and measurement evolution.
Sports as premium content: Strategic sports content investment, particularly around star athlete narratives and emerging sports development, can generate audience loyalty rivalling international events while creating cost-effective programming ecosystems.
Format development requires strategy: Successful international content export demands systematic, long-term investment in culturally authentic content designed for global adaptation, not opportunistic licensing.
Cross-cultural collaboration: Authentic international co-productions that leverage specific cultural strengths create more compelling content than generic international productions.
The Japanese approach demonstrates that the future of TV isn’t about choosing between traditional and digital models, but creating sophisticated, integrated experiences that respect technological innovation while maintaining cultural authenticity and production excellence.
For global TV executives, Japan offers a masterclass in thoughtful evolution. Managing change, while preserving the qualities that originally attracted audiences, to create competitive advantages that transcend individual market boundaries.
This balance of innovation and preservation provides a roadmap for TV markets worldwide, proving that the most successful media strategies combine cultural authenticity with technological sophistication rather than sacrificing one for the other.