Figure 5-8-1-2 Transitions in japan's content market size (by content segment)

(Source) "Survey on the Production and Distribution of Media Content," Institute for Information and Communications Policy, MIC

broadcast programs. Music accounted for 333.4 billion yen of the 340.2 billion yen audio-based digital content market. The 985.3 billion yen text-based digital content market consisted of 512.2 billion yen for original Internet text-based content, 187.6 billion yen for database information, 120.4 billion yen for newspaper articles, and 78.4 billion yen for comics (Figure 5-8-1-3).

The digital content market has been growing steadily. Looking at the market by content segment shows that the video content segment—which doubled from 2008 to 2012, reaching about 800.0 billion yen—has been driving the digital content's market expansion. The text-based digital content segment also appears to be on an upward trajectory (Figure 5-8-1-4).

#### ● The 2012 mobile content industry’s market jumped 23.3 percent from the previous year to 2.3507 trillion yen

The Japanese mobile content industry’s market, $ ^{17} $ which is made up of the mobile content market $ ^{18} $ and the mobile commerce market, continued to expand in 2012, reaching 2.3507 trillion yen (a 23.3 percent increase year-on-year), due to the growth and proliferation of smartphones and tablets (Figure 5-8-1-5). By individual segments, the mobile content market reached 851.0 billion yen (up 15.9 percent) and the mobile commerce market reached 1.4997 trillion yen (up 28.0 percent).

## (3) Broadcast content market trends

### ● Information programs (including publicity programs) account for 67.9 percent of all broadcast programs produced, commanding the largest share among program categories

Information programs (including publicity programs) account for 67.9 percent (down 2.3 percentage points from the previous year) of all broadcast programs produced, the largest share among program categories, followed, in order, by 58.9 percent (up 0.9 points) for commercial advertisements and 40.1 percent (down 0.2 points) for variety shows (Figure 5-8-1-6).

## ● Export value of Japanese broadcast content topped 10 billion yen in FY 2012

The export value of Japanese broadcast content topped 10 billion yen in FY 2012 (Figure 5-8-1-7). The export value of program broadcast rights accounted for about 60 percent of this total, which was virtually unchanged from the previous year. Note that from FY 2012 onward, merchandising rights, video and DVD rights, format and restaging rights, Internet distribution rights, and similar rights will be included in the export value of broadcast content. A study is being made of whether to include satellite broadcast content in addition to terrestrial broadcast content in the calculations.

The traditional method of exporting broadcast content was to sell the program broadcast rights. But today, selling format or restaging rights, which have been the subject of cutting-edge and experimental efforts, is gaining widespread acceptance as a means of advancing overseas. In addition, merchandising rights to sell characters from programs and video and DVD rights to sell packages have driven the increase in the export value of broadcast content. NHK and key private stations account for nearly 70 percent of the export value from program broadcast rights, the traditional method of expanding overseas. Leading examples of programs exported overseas in FY 2012 are as listed below.

## ● Cartoons and animations account for the largest share of export value by program category, and largest export market is Asia

Cartoons and animations account for the largest share of exported broadcast content. Although cartoons and animations, the largest exported program category, account for about 40 percent of program broadcast rights, they account for just under 60 percent of the export value of broadcast content, which also includes merchandising rights and video and DVD rights (Figure 5-8-1-8).

Drama and variety shows were the next two largest categories. The largest export market for broadcast content was Asia. Note that although Europe accounted for less than 20 percent of export value from program