日本印刷工业市场前景及投资研究报告-培训课件外文版2024.4

INDUSTRIES

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MARKETSPublishingindustryinJapanCHAPTER

01OverviewSalesvalueofthepublishingindustryinJapanfrom2014to2023(intrillionJapaneseyen)PublishingmarketsizeinJapan2014-20232.01.81.61.41.21.00.80.60.40.20.01.721.671.661.671.621.631.591.61.541.5420142015201620172018201920202021202220234Description:ThesalesvalueofthepublishingindustryinJapanwasestimatedat1.6trillionJapaneseyenin2023.Thisconstitutedadecreaseofabout300millionyencomparedtothepreviousyear.

ReadmoreNote(s):Japan;2014to2023;estimatedsalesvalueofprintpublishing(booksandmagazines)andestimateduserexpendituresondigitalpublishingproducts*;*Digitalpublishingexcludesadvertising,butincludesall-you-can-readmagazine[...]

ReadmoreSource(s):ResearchInstituteforPublicationsSalesvalueofthepublishingindustryinJapanin2023,bysegment(inbillionJapaneseyen)PublishingmarketsizeinJapan2023,bysegmentSalesvalueinbillionJapaneseyen3000100200400500600700PrintedbooksDigitalcomics619.4483PrintedmagazinesDigitalbooks441.844Digitalmagazines8.15Description:ThesalesvalueofprintedbooksinJapanamountedto619.4billionJapaneseyenin2023.Printedbookswerethelargestsegmentofthepublishingmarketduringthatyear,followedbydigitalcomics.Thetotalsalesvalueofthepublishingindustrystoodat1.6trillionyenin2023.ReadmoreNote(s):Japan;2023;estimatedsalesvalueofprintedbooksandmagazinesaswellasuserexpenditureone-books,digitalmagazines,anddigitalcomics*;*Theestimatedsalesvalueofprintedbooksandmagazinesonlycoverstheagencyroute[...]

ReadmoreSource(s):Hon.jpNewsBlog;ResearchInstituteforPublicationsSalesvalueoftheprintpublishingindustryinJapanfrom2014to2023(intrillionJapaneseyen)PrintpublishingmarketsizeinJapan2014-20231.81.611.61.41.21.00.80.60.40.20.01.521.471.371.291.241.221.211.131.0620142015201620172018201920202021202220236/statistics/686081/japan-book-and-magazine-publishing-sales-valueThesalesvalueoftheprintpublishingindustryinJapanwasestimatedat1.06trillionJapaneseyenin2023.Themarketsizeconsistentlydecreasedinrecentyears.Printpublishinganddigitalpublishingtogetherconstitutethelargerpublishingmarket.ReadmoreNote(s):Japan;2014to2023;estimatedsalesvalueofprintedbooksandmagazinesSource(s):ResearchInstituteforPublicationsSalesvalueofthedigitalpublishingindustryinJapanfrom2014to2023(inbillionJapaneseyen)DigitalpublishingmarketsizeJapan2014-2023600500400300200535.1501.3466.2393.1307.2247.9221.52017190.92016150.22015114.4201410002018201920202021202220237Description:ThemarketsizeofdigitalpublicationsinJapanwasestimatedatmorethan535billionJapaneseyenin2023,whichwasanincreaseofaround34billionyencomparedtothepreviousyear.Digitalpublishingandprintpublishingtogetherconstitutethelargerpublishingmarket.ReadmoreNote(s):Japan;2014to2023;estimateduserexpenditure;excludingadvertising;magazinesincludeall-you-can-readsubscriptionservicesSource(s):ResearchInstituteforPublicationsCHAPTER

02BooksandmagazinesSalesvalueofprintedbooksinJapanfrom2014to2023(inbillionJapaneseyen)PrintbookmarketsizeinJapan2014-2023800755.4741.9737715.2699.1680.4672.37006005004003002001000666.1649.7619.420142015201620172018201920202021202220239Description:ThesalesvalueofprintedbooksinJapanamountedto619.4billionJapaneseyenin2023.Themarketsizedecreasedbymorethan30billionyencomparedtothepreviousyear.Togetherwithprintedmagazines,printedbooksconstitutetheprintpublishingmarket.In2021,thesegmentwasabletogrowforthefirsttimein15yearsasaresultoftheincreaseddemandfrompeoplewhospentmoretimeathomeamidtheCOVID-19pandemic.Whiletherehadbeenasimilarsituationin2020,[...]

ReadmoreNote(s):Japan;2014to2023Source(s):Hon.jpNewsBlog;ResearchInstituteforPublicationsTotalnumberofnewbooktitlespublishedinJapanfrom2015to2022(in1,000s)NumberofnewbooktitlespublishedinJapan2015-2022908070605040302010076.4575.0473.0671.6671.968.6169.0566.892015201620172018201920202021202210Description:ThetotalnumberofnewbooktitlespublishedinJapanamountedtoabout66.89thousandin2022,whichwasadecreasefromaround69.05thousandtitlesinthepreviousyear.Inthesameyear,theleadingcategoriesamongnewlypublishedbooksinJapanweresocialscience,literature,andartsandlifebooks.ReadmoreNote(s):Japan;2015to2022;newlypublishedbookreferstopublicationsestimatedtobeshippedonconsignmentorpurchasetermsasanewpublication;excludingreprintsSource(s):ResearchInstituteforPublications;StatisticsBureauofJapanNumberofnewbooktitlespublishedinJapanin2022,bycategoryNumberofnewbooktitlespublishedinJapan2022,bycategoryNumberoftitles02,0004,0006,0008,00010,00012,00014,00013,53716,000SocialsciencesLiterature12,10812,104ArtsandlifeReferencebooksNaturalsciencesChildren'sbooksEngineeringandtechnologyHistoryandgeographyPhilosophy5,3784,9724,4653,6593,3393,280Business2,177Language1,161Generalities70511Description:Approximately13.54thousandbooksrelatedtothesocialscienceswerenewlypublishedinJapanin2022.Socialsciencesconstitutedthebiggestcategoryamongnewlypublishedbooks,followedbyartandlifeaswellasliteraturebookswithabout12.1thousandnewpublicationseach.Inthesameyear,theꢀtotalnumberofbookspublishedinJapanamountedtoaround66.89thousandtitles.ReadmoreNote(s):Japan;2022;newlypublishedbookreferstopublicationsestimatedtobeshippedonconsignmentorpurchasetermsasanewpublication;excludingreprintsSource(s):ResearchInstituteforPublications;StatisticsBureauofJapanSalesvalueofprintedmagazinesinJapanfrom2014to2023(inbillionJapaneseyen)PrintmagazinemarketsizeinJapan2014-20239008007006005004003002001000852780.1733.9654.8593563.7557.6527.6479.5441.8201420152016201720182019202020212022202312Description:ThesalesvalueofprintedmagazinesinJapanamountedto441.8billionJapaneseyenin2023.Themarketsizeconsistentlydecreasedinrecentyears.Magazinesconstituteoneofthesegmentsoftheprintpublishingmarket.

ReadmoreNote(s):Japan;2014to2023Source(s):Hon.jpNewsBlog;ResearchInstituteforPublicationsSalesvalueofprintedmagazinesinJapanin2022,bysegment(inbillionJapaneseyen)PrintmagazinemarketsizeinJapan2022,bysegmentSalesvalueinbillionJapaneseyen100050150200250Regularmonthlymagazines200.7ComicsWeeklymagazinesMook*149.177.851.913Description:Withasalesvalueof200.7billionJapaneseyen,regularmonthlymagazineswerethelargestsegmentoftheprintmagazinemarketin2022.Thesalesvalueoftheprintpublishingindustry,whichalsoincludesprintedbooks,amountedtoapproximately1.13trillionyenduringthatyear.ReadmoreNote(s):Japan;2022;salesvalueofprintmagazines;*Theterm'mook'referstopublicationsthataredesignedlikemagazines,butaresoldforlongerperiodsoftime,likebooks.Thesourcedoesnotprovideanexactpublicationdate.Therelease[...]

ReadmoreSource(s):ResearchInstituteforPublicationsTotalnumberofmagazinetitlespublishedinJapanfrom2015to2022(in1,000s)NumberofmagazinetitlespublishedinJapan2015-20223.53.082.982.93.02.52.01.51.00.50.02.822.732.632.542.482015201620172018201920202021202214/statistics/651927/japan-magazine-titles-publishedAbout2.48thousandmagazinetitleswerepublishedinJapanin2022,adecreasefromaround2.54thousandtitlesinthepreviousyear.Duringthatyear,theleadingtopicsamongnewlypublishedmagazinesinJapanwerehobbyandpopularmagazines.ReadmoreNote(s):Japan;2015to2022Source(s):ResearchInstituteforPublications;StatisticsBureauofJapanCHAPTER

03DigitalpublishingUserexpenditureone-booksinJapanfrom2014to2023(inbillionJapaneseyen)DigitalbookmarketsizeinJapan2014-2023504540353044.944.64440.134.932.12925.825201510522.819.20201420152016201720182019202020212022202316/statistics/1287626/japan-e-book-sales-valueTheuserexpenditureone-booksinJapanamountedto44billionJapaneseyenin2023.Themarketsizedecreasedforthesecondyearinarow.Togetherwithdigitalcomicsanddigitalmagazines,e-booksconstitutethelargerdigitalpublishingmarket.ReadmoreNote(s):Japan;2014to2023;estimateduserexpenditureone-booksSource(s):Hon.jpNewsBlog;ResearchInstituteforPublicationsUserexpenditureondigitalmagazinesinJapanfrom2014to2023(inbillionJapaneseyen)DigitalmagazinemarketsizeinJapan2014-2023201817.81615.6161412108131110.59.98.88.16.56420201420152016201720182019202020212022202317Description:TheuserexpenditureondigitalmagazinesinJapanamountedto8.1billionJapaneseyenin2023.Themarketsizedecreasedforthesixthyearinarowafterpeakingat17.8billionyenin2017.Togetherwithe-booksanddigitalcomics,digitalmagazinesconstitutethedigitalpublishingmarket.ReadmoreNote(s):Japan;2014to2023;estimateduserexpenditureondigitalmagazines;includingall-you-can-readsubscriptionservices;excludingadvertisingrevenuesaswellaselectroniclibraryservicesandelectronicjournalsSource(s):Hon.jpNewsBlog;ResearchInstituteforPublicationsLeadingaudiobookande-bookappsinJapanin2023,basedonapprevenue(in1,000U.S.dollars)Mostpopularaudiobookande-bookappsinJapan2023,basedonapprevenueApprevenueinthousandU.S.dollars05001,0001,5002,0002,5003,0003,5004,0004,5005,000AudibleAudiobook*Audiobook**Everand4,757.122,318.54342.61103.1791.3183.4368.3665.5357.1850.55mimicleDedao*FonosHeadwayGalateaPocketFM18Description:Audiblegeneratedanapprevenueofalmost4.76millionU.S.dollarsinJapanin2023,whichmadeittheleadingserviceamongaudiobookande-bookappsduringthatyear.AudiobookisoperatedbyOtobankInc.,aJapanesecompanythatwasfoundedin2004.ReadmoreNote(s):Japan;JanuarytoDecember2023;in-apppurchase(IAP)revenuereducedbyplatformfeesandinclusivetaxes;iPhone/iPadAppStoreandGooglePlay;*OnlyAppStore.**OnlyGooglePlay.Valueshavebeenrounded.Releasedategiven[...]

ReadmoreSource(s):AppMagicLeadingaudiobookande-bookappsinJapanin2023,basedondownloads(in1,000s)Mostpopularaudiobookande-bookappsinJapan2023,basedondownloadsNumberofdownloadsinthousands200

300

4000100500600700800900849.21AudibleKoboBooks538.14DLsiteSound339.3Audiobook*187.46174.43GooglePlayBooks&AudiobooksAudiobook**61.8944.7541.3927.0626.29PocketFMLibby,byOverdrivemimicleHeadway19Description:Audiblewasdownloadedmorethan849thousandtimesinJapanin2023,whichmadeittheleadingaudiobookande-bookappintermsofdownloadsduringthatyear.ItwasfollowedbyKoboBooksandDLsiteSound.

ReadmoreNote(s):Japan;JanuarytoDecember2023;totalnumberofdownloadsregisteredduringtheperiod;iPhone/iPadAppStoreandGooglePlay;*OnlyAppStore.**OnlyGooglePlay.Valueshavebeenrounded.Releasedategivenhereisthedateof[...]

ReadmoreSource(s):AppMagicMostpopulare-bookservicesandappsamongusersinJapanasofJune2023Leadinge-bookservicesandappsJapan2023Shareofrespondents15%0%5%10%20%25%30%35%PiccomaLINEMangaKindleStoreShonenJump+MagapokeRakutenKoboComicCmoaMechaComicMangaUp!28.8%28.4%22.9%20.6%14.7%12.9%12%10.5%9.9%MangaOneSundayWebrypixivComic9.7%9.5%8.9%8.8%KindleUnlimited20Description:AccordingtoasurveyconductedinJune2023amongpeopleinJapanwhousee-bookservicesorapps,closeto29percentoftherespondentsusedPiccoma.LINEMangafollowedcloselywithashareof28.4percent.

ReadmoreNote(s):Japan;June23to29,2023;1,914respondents;10yearsandolder;amongmobiledevice(smartphoneandtablet)userswhostatedtoreadpaidorfreee-books(incl.digitalmagazines);multipleanswerspossibleSource(s):Impress;SmartAnswerCHAPTER

04MangaSalesvalueofcomicsinJapanfrom2014to2023(inbillionJapaneseyen)MangamarketsizeinJapan2014-2023800693.7675.96777006005004003002001000612.6498445.6443.7445.4441.4433201420152016201720182019202020212022202322Description:Thesalesvalueofcomics,ormanga,inJapanwasestimatedat693.7billionJapaneseyenin2023.Themarketsizeincreasedforthesixthyearinarow.

ReadmoreNote(s):Japan;2014to2023;estimatedsalesvalueofprintedcomicbooks,printedcomicmagazines,anddigitalcomics(includingdigitalmagazines)Source(s):ResearchInstituteforPublicationsSalesvalueofcomicsinJapanin2023,bysegment(inbillionJapaneseyen)MangamarketsizeinJapan2023,bysegmentSalesvalueinbillionJapaneseyen050100150200250300350400450500550Digitalcomics(digitalmagazinesincluded)Printedcomicbooks483161Printedcomicmagazines49.723Description:ThesalesvalueofdigitalcomicsinJapanwasestimatedat483billionJapaneseyenin2023,whichmadeitthelargestsegmentwithintheJapanesecomicmarket.Thetotalsalesvalueofcomicsduringthatyearreached693.7billionyen.WhilebothprintedcomicbooksanddigitalcomicsprofitedconsiderablyfromtheincreaseddemandforentertainmentduringtheCOVID-19pandemicandthereleaseofseveralhittitlesin2020and2021,onlydigitalcomicswereabletogrowin2022and[...]

ReadmoreNote(s):Japan;2023;estimatedsalesvalueSource(s):ResearchInstituteforPublicationsSalesvalueofdigitalcomicsinJapanfromfiscalyear2014to2023(inbillionJapaneseyen)DigitalmangamarketsizeJapanFY2014-2023600500400300200483447.9411.4342259.3200.22018174.72017149.12016116.988.71000201420152019202020212022202324Description:ThedigitalcomicsmarketsizeinJapanwasestimatedat483billionJapaneseyenin2023,whichwasanincreaseofmorethan35billionyencomparedtothepreviousyear.ꢀNexttodigitalcomics,theJapanesecomicmarketalsocomprisesprintedcomicbooksandprintedcomicmagazines.ReadmoreNote(s):Japan;2014to2023;estimatedsalesvalueSource(s):ResearchInstituteforPublicationsSalesvalueofprintedcomicbooksinJapanfrom2014to2023(inbillionJapaneseyen)PrintedmangabookmarketsizeinJapan2014-2023250225.6210.2194.7207.9208.720015010050175.4166.6166.5161158.80201420152016201720182019202020212022202325Description:ThesalesvalueofprintedcomicbooksinJapanwasestimatedat161billionJapaneseyenin2023,whichwasadecreaseofmorethan14billionyencomparedtothepreviousyear.Comicbooksshowedexceptionalgrowthin2020duetothesuccessof"DemonSlayer"aswellasanincreaseddemandforentertainmentamidtheCOVID-19pandemic.In2021,furtherhittitlessuchas"JujutsuKaisen"and"TokyoRevengers"contributedtothemomentumofthemarket.Theyear2022wasmarked[...]

ReadmoreNote(s):Japan;2014to2023;estimatedsalesvalueSource(s):ResearchInstituteforPublicationsSalesvalueofprintedcomicmagazinesinJapanfrom2014to2023(inbillionJapaneseyen)PrintedmangamagazinesmarketsizeinJapan2014-2023140131.3116.6120100806040200101.691.782.472.262.755.853.749.7201420152016201720182019202020212022202326Description:ThesalesvalueofprintedcomicmagazinesinJapanwasestimatedat49.7billionJapaneseyenin2023.Themarketsizegreatlydecreasedfrommorethan131billionyenin2014.Nexttoprintedcomicmagazines,theJapanesecomicmarketalsoencompassesprintedcomicbooksanddigitalcomics.ReadmoreNote(s):Japan;2014to2023;estimatedsalesvalueSource(s):ResearchInstituteforPublicationsMostpopularmangaseriesinJapanin2022,basedonsalesvolume(inmillions)LeadingmangaseriesinJapan2022,basedonsalesvolumeSalesvolumeinmillions02468101214JujutsuKaisenDemonSlayer:KimetsunoYaibaTokyoRevengers12.2811.0510.6AttackonTitan10.36MyHeroAcademia5.3527Description:Themangaseries"JujutsuKaisen"wasthebest-sellingmangaseriesinJapanfromNovember2021toNovember2022.Theseries,whichiscreatedbyGegeAkutami,soldalmost12.3millionvolumesduringthatperiod."DemonSlayer:KimetsunoYaiba,"whichhadtoppedtherankingin2020,cameinsecondwithmorethan11millioncopies.ReadmoreNote(s):Japan;November22,2021toNovember20,2022;estimatedsalesofphysicalcopiesSource(s):AnimeNewsNetwork;OriconCHAPTER

05MajorpublishingcompaniesLeadingpublishingcompaniesinJapanin2021and2022,basedonsales(inbillionJapaneseyen)LargestpublishingcompaniesJapan2021-2022,basedonsalesSalesinbillionJapaneseyen80

100

1200204060140160180200220ShueishaKodansha195.1170.7Kadokawa*ShogakukanZenrin128.2105.759NikkeiBP40.3TokyoShosekiGakkenHP**Gyosei29.326.721.320.7Bungeishunju29Description:Withannualsalesofmorethan195billionJapaneseyen,ShueishaInc.toppedthelistofthelargestJapanesepublishingcompaniesduringtheperiodfrom2021to2022.HeadquarteredinTokyo,Shueishapublishesmanga,books,andmagazinesinbothpaperanddigitalform.ThecompanywascloselyfollowedbyKodanshaLtd.,whichgeneratedsalesofalmost171billionyen.ReadmoreNote(s):Japan;2021to2022;*PublishingbusinessofKadokawa.**EducationcontentsofGakkenHP.100Japaneseyenequal0.68U.S.dollarsor0.63eurosasofFebruary2024.

ReadmoreSource(s):GyokaiSearchNetsalesofKadokawaCorporationfromfiscalyear2015to2023(inbillionJapaneseyen)Kadokawa'snetsalesFY2015-2023300250255.43221.21208.61209.95205.72206.79204.65200.9520015010050100.57020152016201720182019202020212022202330/statistics/946187/kadokawa-dwango-net-sales-japanKadokawaCorporationrecordedanetsalesresultofapproximately255.43billionJapaneseyeninfiscalyear2023,upfromaround221.21billionyeninthepreviousfiscalyear.Thecompanyengagesinthepublishing,film,andcrossmediabusiness.

ReadmoreNote(s):Japan;fiscalyears2015to2023;thecompany'sfiscalyearendsonMarch31ofthestatedyear;consolidateddata;excludingconsumptiontax,etc.Source(s):KadokawaNetsalesofShueishaInc.fromfiscalyear2013to2022(inbillionJapaneseyen)Shueisha'snetsalesFY2013-2022250200150209.68201.01195.19152.9133.34123.28122.16122.96117.52116.5100500201320142015201620172018201920202021202231Description:ShueishaInc.generatednetsalesof209.68billionJapaneseyeninfiscalyear2022,whichwasanincreaseof14.49billionyencomparedtothepreviousfiscalyear.ThecompanyisheadquarteredinTokyoandpublishesmanga,books,andmagazines,includingthepopularmangamagazineWeeklyShonenJump.ReadmoreNote(s):Japan;fiscalyears2013to2022;thecompany'sfiscalyearstartsonJune1ofthestatedyearandendsonMay31ofthefollowingyearSource(s):ShinbunkaOnline;ShueishaNetsalesofKodanshaLtd.fromfiscalyear2013to2022(inbillionJapaneseyen)Kodansha'snetsalesFY2013-2022180160140170.77169.48144.97135.84120.27120.48119.06117.29117.96116.82120100806040200201320142015201620172018201920202021202232Description:KodanshaLtd.generatednetsalesofabout169.5billionJapaneseyeninfiscalyear2022,whichwasaslightdecreasecomparedtothepreviousyear.ThecompanyisheadquarteredinTokyoandpublishesmanga,booksandmagazines,includingthegeneral-interestmagazineShukanGendai.ReadmoreNote(s):Japan;fiscalyears2013to2022;thecompany'sfiscalyearendsonNovember30ofthestatedyearSource(s):Kodansha;ShinbunkaOnlineNetsalesofShogakukanInc.fromfiscalyear2013to2022(inbillionJapaneseyen)Shogakukan'snetsalesFY2013-2022120108.47105.72102.55102.4997.3197.0597.7510080604020095.694.5694.32201320142015201620172018201920202021202233Description:ShogakukanInc.generatednetsalesofabout108.5billionJapaneseyeninfiscalyear2022,whichwasanincreaseofaround2.8billionyencomparedtothepreviousfiscalyear.ThecompanyisheadquarteredinTokyoandpublishesmanga,books,magazines,aswellasothermedia,suchasDVDs.ReadmoreNote(s):Japan;fiscalyears2013to2022;thecompany'sfiscalyearstartsonMarch1ofthestatedyearandendsattheendofFebruaryofthefollowingyearSource(s):ShinbunkaOnline;ShogakukanCHAPTER

06AdvertisingTotaladvertisingexpenditureinJapanfrom2014to2023(intrillionJapaneseyen)AdvertisingexpensesinJapan2014-2023877.327.16.946.86.536.396.296.156.176.166543210201420152016201720182019202020212022202335Description:ThetotaladvertisingexpenditureinJapanamountedto7.32trillionJapaneseyenin2023,whichwasanincreaseofabout220billionyencomparedtothepreviousyear.Asabreakdownoftheadvertisingexpenditurebymediumshows,internetadvertisingaccountedfor45.5percentoftheexpenditureduringthatyear.ReadmoreNote(s):Japan;2014to2023Source(s):DentsuAdvertisingexpenditureinJapanin2023,bymedium(inbillionJapaneseyen)AdvertisingexpensesinJapan2023,bymediumAdvertisingexpenditureinbillionJapaneseyen1,000

1,50005002,0002,5003,0003,500Internet3,333Television1,734.7Events/exhibitions/screendisplays384.5NewspapersDirectmailOutdoor351.2310.3286.5257.6FlyersTransitPointofpurchase(POP)FreenewspapersMagazines147.3146.1135.3116.3113.9Radio36Description:Internetadvertisingaccountedforabout3.3trillionJapaneseyenoftheadvertisingexpendituresinJapanin2023,makingittheleadingmediumforadvertisementsinthecountry.Afterseveralyearsofstronggrowth,onlineadsovertooktelevisionadvertisementsforthefirsttimein2019.ReadmoreNote(s):Japan;2023Source(s):DentsuMagazineadvertisingexpenditureinJapanfrom2014to2023(inbillionJapaneseyen)MagazineadvertisingexpensesinJapan2014-2023300250244.325020015010050222.3202.3184.1167.5122.3122.4116.31140201420152016201720182019202020212022202337Description:ThemagazineadvertisingexpenditureinJapanamountedto116billionJapaneseyenin2023,representinganincreasecomparedto114billionyeninthepreviousyear.Adexpensesdeclinedconsiderablyin2020duetotheeffectsoftheCOVID-19pandemic.ReadmoreNote(s):Japan;2014to2023Source(s):DentsuMagazineadvertisingexpenditureinJapanin2023,byindustry(inbillionJapaneseyen)MagazineadvertisingexpensesJapan2023,byindustryAdvertisingexpenditureinbillionJapaneseyen051015202530Apparel/fashion,accessories/personalitemsCosmetics/toiletries25.8312.22Transportation/leisure10.77Foodstuffs7.48Precisioninstruments/officesuppliesHobbies/sportinggoods6.296.22Information/communicationsDistribution/retailingHomeelectricappliances/audiovisualequipmentBeverages/cigarettes64.774.664.09Realestate/housingfacilitiesEducation/medicalservices/religionFoodservices/otherservices3.983.793.4338Description:ThemagazineadvertisingexpendituresofthefashionandaccessoriesindustryinJapanamountedtomorethan25billionJapaneseyenin2023.Thecosmeticsandtoiletriesindustryfollowedwithanadspendofmorethan12.2billionyen.

ReadmoreNote(s):Japan;2023Source(s):DentsuMangaappadvertisingmarketsizeinJapanfromfiscalyear2014to2021withaforecastuntil2022(inbillionJapaneseyen)MangaappadvertisingmarketsizeJapanFY2014-20223025272626212016.715101057.84.11.40201420152016201720182019202020212022*39Description:ThemangaappadvertisingmarketsizeinJapanamountedto26billionJapaneseyeninfiscalyear2021.Themarketwasexpectedtogrowfurtherandreachasizeof27billionyenbyfiscalyear2022.

ReadmoreNote(s):Japan;fiscalyear2014to2021;theJapanesefiscalyearstartsonApril1ofthestatedyearandendsonMarch31ofthefollowingyear;*Forecast.100Japaneseyenequal0.74U.S.dollarsor0.70eurosasofDecember2022.

ReadmoreSource(s):ImpressCHAPTER

07ConsumersNumberofbookspeoplereadwithinthepasthalfyearinJapanasofSeptember2023AmountofbookspeoplereadinthepasthalfyearJapan202360%47.9%50%40%30%20%10%0%15.3%12.4%10.4%7.5%6.6%LessthanoneAboutoneAbouttwotothreeAboutfourtofiveAboutsixto1011ormore41Description:AsurveyconductedinJapaninSeptember2023showedthat12.4percentoftherespondentsread11booksormorewithinthepasthalfyear.Thecombinedshareofrespondentswhoreadatleastonebookduringthepastsixmonthsamountedto52.1percent.ReadmoreNote(s):Japan;September8to10,2023;1,100respondents;20-69yearsSource(s):CrossMarketingShareofpeoplewhopurchaseatleastoneprintedbookpermonthinJapanasofOctober2023ShareofpeoplewhobuyatleastoneprintbookpermonthJapan2023Idonotknow9.5%Ipurchase53.4%Idonotpurchase37.1%42Description:AccordingtoanonlinesurveyconductedinJapaninOctober2023,morethan53percentofrespondentspurchasedoneormoreprintedbookspermonth.Whiletheshareofpeoplewhobuyatleastonebookpermonthwaslowerinthecaseofe-books,frequente-bookbuyerstendedtobuyahighernumberofbookspermonththanfrequentbuyersofprintedbooks.ReadmoreNote(s):Japan;October12to19,2023;1,967respondents;15-69yearsSource(s):ApplivTopics;JustSystemsShareofpeoplewhopurchaseatleastonee-bookpermonthinJapanasofOctober2023Shareofpeoplewhobuyatleastonee-bookpermonthJapan2023Idonotknow5.7%Ipurchase30.3%Idonotpurchase64%