Japan’s online research company NetRatings reports (via CNET Japan) that YouTube penetration in Japan is 5.2% which is almost close to that of US at 5.4% and that usage frequencies of 3.2 times and average viewing time of 32 min are both higher than those of the US.
If these statistics are correct (unbiased, I mean), it’s amazing! It’s amazing because most (many) Japanese I know still have a problem with English navigation and, once they know it is in English, they’d almost always stop navigating whatsoever and currently YouTube provides navigation only in English.
Why so ?
One explanation is that the videos in YouTube such as this might be quite image-centric and non verbo-centric and travel well across different languages and cultures. Nonetheless, YouTube has a very good navigation basically it’s only pressing the button, nothing verbal.
Another explanation is YouTube contains a lot of Japanese contents, which would become otherwise illegal/paid elsewhere. The Japanese viewers might think it worth breaking the language barriers.
NetRatings also notes a large number of traffic from mixi to YouTube and the introduction well given in Japanese before the viewer actually view the YouTube contents.
Anyway, I am really surprised at the statistics.
For your info, now at mixi, YouTube community has 6,363 members and Google Video has 139 members.
Update: Here is an HTML version of the original report in Japanese.
Update2:Â Interesting, below is the 45-day growth statistics of YouTube community vis-a-vis Google Video inside MIXI:
                4/29                  6/15           %Growth
 YouTube   6,363              26,704         +320%
    GoogleVideo 139              141            +1.4%
0 responses to “YouTube contents are image-centric”
Hi Kenji. Thanks for this. I had no idea!
On a sorta related note: your RSS feed into mixi is slow. The feed into my feedreader shows this Youtube entry, but your previous post (Galaxy Express 999) is still in mixi, and judging from past experience, this new post won’t be displayed for a day or two.
Ben,
Haha, OK, I’m simply amazed at the statistics (or even skeptical about its validity).
Yeah I intentionally do it manually in mixi so that I can choose which posts to show and which not in mixi.
I don’t think all my mixi readers are English and/or internet literate and I am afraid some of my posts here could become really boring to some of them.
At the same time, I sometimes write posts to mixi readers only inside mixi. Hence manual, whcich means flexible.
Did you know mixi allows outer blogs like Rakuten, Hatena, Livedoor, kokolog, and even MT, blogger, wordpress, etc to sync* with mixi diary? If I’d choose that option, all my posts here will be shown in mixi diary automatically and at the same time I will lose flexibility.
by sync* I mean, your rss will be fetched by mixi and your blog post titles will appear as if they were mixi diary titles (it is only titles but the body message).
[…] Kenji reports YouTube is big in Japan. I think YouTube has really figured out visual navigation. It can be big in any country because its not language dependant. They will come out on top. […]
Kenji, you ask “Did you know mixi allows outer blogs like Rakuten, Hatena, Livedoor, kokolog, and even MT, blogger, wordpress, etc to sync* with mixi diary?” Yes, I’ve noticed that’s the way both Gen and Gohsuke feed mixi. It’s hard to know where to have the conversation though; in mixi or on their sites comments or via trackback.
Speaking of trackback, today I read “In Japan, it is extremely rare to find a blog that employs Comments.” in Naked Conversations http://redcouch.typepad.com/weblog/2005/07/ch_8nonenglish_.html
I also read that “Germany, for instance, has been a relatively late adopter of blogging—only 1% of blogs are in German, according to Technorati, compared with 41% in Japanese, 28% in English and 14% in Chinese.” in the Economist of 20 April 2006. http://www.economist.com/surveys/displaystory.cfm?story_id=6794172
The other thing I just downloaded is “The Rise of Lifestyle Media” from PriceWaterhouseCoopers
Â
Ben
Thanks for your info.
Trackbacks, hmm, I guess maybe it was so back then when this article was written. However, comment is equally common in Japan too now. No? Look at those popular blog tools like livedoor, rakuten, etc.
This implies these statistics are ever changing; I presume you’d noted today’s Dave Sifry got his statistics out in his blog which I blogged about too here, now Japanese is the language of the largest use.
I will get back to you when I read that PWC article. Thanks anyway.
Word Of Mouth (WOM) takes care of itself…
Word of mouth might just take care of itself when the product or service is remarkable like YouTube. No adaptation to specific local market needs. The following chart is the comparison of community size for YouTube vs. Google Video inside Mixi.
UPdate…
https://www.kenjimori.com/ » YouTube contents are image-centric
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