Decoding the Connected Consumer: Japan 2025
Magnite, in collaboration with Milieu, surveyed 800 digitally connected consumers in Japan to understand behaviors, attitudes, and preferences across ad-supported media.
Multi-Channel Reach at Scale
89% of Japan’s digitally connected population uses OTT, mobile apps, digital audio, or digital news at least twice per week—demonstrating broad, reliable reach across the open internet.
Diversified Time Spent Across the Day
Users engage with digital media continuously throughout the day, moving fluidly among OTT, mobile games, audio, and digital news. This steady activity creates frequent, varied moments for advertisers to align messages with mindset, device, and setting.
High-Quality, Brand-Safe Environments
The open internet offers quality contexts—from living-room streaming to trusted news on the go—that complement walled-garden usage and support brand objectives.
Ads That Move People Through The Funnel
Across OTT, gaming, audio, and digital news, ad exposure drives meaningful action, with movement through discovery, consideration, and action at rates similar to—or slightly better than—user-generated content/social.
Download the full report to explore channel-by-channel engagement patterns, ad impact metrics and planning considerations for reaching Japan’s digitally connected consumer.
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