The 2021 series “Squid Game” became a social phenomenon in Japan, with a monument dedicated to the show even being displayed at Shibuya Station. “During the breaks between innings of Samurai Japan’s games, promotional spots featuring Erika Toda (37), the star of the drama ‘You’ll Go to Hell,’ which began streaming at the end of April, were inserted. Various efforts were made to prevent subscriber numbers from dropping after the tournament ended. “The key to the subscription business is, above all, customer retention. Netflix will likely continue pursuing a strategy of acquiring viewers through nationally significant events and keeping them subscribed with provocative original content,” said Masanao Kawakami, professor at the Faculty of International Business and Economics at the University of Hyogo. Last year, Japan’s subscription video streaming market reached a record estimated ¥601.7 billion, but the largest user demographic remains women in their teens through thirties, with usage declining as age increases. As a result, this comparison focuses on finding the best streaming service for men in their 40s and 50s, a demographic companies are now eager to attract. Naturally, the first service to examine is Netflix, which boasts the largest market share not only in Japan but worldwide. It offers three pricing plans: an ad-supported plan for ¥890 per month (tax included), a standard ad-free plan for ¥1,590, and a premium plan for ¥2,290, which offers higher picture quality and more simultaneous viewing devices. “Netflix’s greatest strength lies in its original productions, including hit titles such as ‘The Land Swindlers, You’ll Go to Hell,’ and ‘Squid Game.’ The company originally started in the United States as a DVD rental-by-mail service and became an industry pioneer by launching its subscription streaming platform in 2007. “It has attracted viewers with original productions that are more provocative and creatively unrestricted than conventional television, which operates under strict broadcasting standards. The symbolic example is the 2013 series ‘House of Cards,'” explained media journalist Soichiro Matsutani. The series follows a U.S. congressman who uses political manipulation and intrigue in his quest for the White House, featuring explicit sexual scenes and drug use that would be difficult to broadcast on traditional television. As mentioned earlier, Netflix has strengthened its lineup for middle-aged male viewers by exclusively streaming events such as the WBC. “The comedy-drama variety series ‘Talk Survivor!,’ produced by former TV Tokyo producer Nobuyuki Sakuma (50), became a major hit thanks to its generous budget and creative freedom unavailable on television. Netflix has also secured hitmakers such as Yuji Sakamoto (59), well known for writing ‘Tokyo Love Story,’ under exclusive contracts,” said entertainment writer Yasuyuki Takei. The service that once came closest to challenging Netflix for industry supremacy was Disney+, operated by Disney, with subscription plans ranging from ¥1,250 to ¥1,670 per month. “After launching in 2019, Disney+ quickly gained attention with productions such as the ‘Star Wars’ spin-off series ‘The Mandalorian,’ achieving one of the fastest subscriber growth rates in streaming history. By the autumn of 2022, it had surpassed 160 million subscribers worldwide, threatening Netflix, which then had 220 million subscribers. However, after shifting its strategy to place greater emphasis on theatrical releases, subscriber growth has since stagnated,” said entertainment sociologist Atsuo Nakayama. Disney+’s greatest advantage is undoubtedly its extensive library built around Disney-owned intellectual property. On the other hand, it may be less appealing to viewers who have little interest in Disney content. “In recent years, Disney+ has attracted attention through exclusive releases such as ‘SHOGUN’ and ‘Gannibal.’ Having signed an agreement with a production company affiliated with the TBS Group, it is expected to place even greater emphasis on original Japanese dramas going forward. “It is also expected to make a serious push into sports broadcasting, including NBA coverage scheduled to begin with the 2026–27 season,” Takei added.