Figure 7-1-6-4 Transitions in the digital content market size (by content segment)

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

Figure 7-1-6-5 mobile content industry market size

(Source) "Survey Research on Mobile Content Business Structure Changes Including Smartphone Market Expansion, Copyright Treatment Changes, and Mobile Content Market Size Calculation," MIC

since 2009. Looking at the market by content segment shows that the video content segment—which more than doubled from 2009 to 2013, reaching about 1.3 trillion yen—has been driving the digital content’s market expansion. (Figure 7-1-6-4).

#### ● 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, $ ^{8} $ which is made up of the mobile content market $ ^{9} $ 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 7-1-6-5). 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) Trends in the broadcast content market

### ● Information programs (including publicity programs) account for 69.9 percent of all broadcast programs produced, commanding the largest share among program categories

Information programs (including publicity programs) account for 69.9 percent (up 2.0 percentage points from the previous year) of all broadcast programs produced, the largest share among program categories, followed, in order, by 63.8 percent (up 4.9 points) for commercial advertisements and 43.3 percent (up 4.3 points) for news (Figure 7-1-6-6).

### ● Export value of Japanese broadcast content was 13.8 billion yen in FY 2013

The export value of Japanese broadcast content in FY 2013 was 13.78 billion yen. Note that from FY 2010 onward, Internet distribution rights, video and DVD rights, format and restaging rights, merchandising rights, and similar rights, in addition to program broadcast rights, has been included in the export value of broadcast content (Figure 7-1-6-7).

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 becoming entrenched as a means of advancing overseas. In addition, Internet distribution rights, DVD rights to sell packages, and merchandising rights to sell characters from programs and video have driven the increase in the export value of broadcast content. NHK and key private stations in Tokyo account for nearly 59.0 percent of the export value of broadcast content, production houses, 35.0 percent, key private stations in Osaka, 5.1 percent, local stations, 0.5 percent, and satellite stations, 0.4 percent.

## ● Cartoons and animations account for over 60 percent of export value by program category, followed by dramatic programs and variety shows, and Asia accounts for about 50 percent of the export market, followed by North America and Europe Looking at the broadcast content export value by pro-