As anime levels off in the Japanese market, one of Japan’s largest media powerhouses makes wholesale switch to overseas expansion
One of Japan’s biggest TV conglomerates has released an ambitious global business expansion strategy. In the face of declining domestic sales, Nippon Television Holdings (NTVHD) aims to expand overseas operations groupwide, seeking to leverage its famous anime IPs as well as engage in new collaborations with Hollywood Studios and Sony, among others. By 2033, they plan to more than quadruple their annual overseas revenue to a staggering 1000 billion yen (as reported by GameBiz).
Nippon Television Holdings is home to over 40 group companies which span TV and radio channels, streaming services and animation studios among others. NTVHD’s animation studios include Tatsunoko Productions (known for classic anime like Speed Racer and Gatchaman) and MadHouse (known for Hunter x Hunter, Death Note and Frieren: Beyond Journey’s End). In 2023, Nippon TV welcomed the globally renowned Studio Ghibli to its group, known for hit movies such as My Neighbor Totoro and Howl’s Moving Castle.
The market for Japanese content overseas continues to grow, recently surpassing 4.7 trillion yen, far eclipsing the declining domestic TV advertising market (which currently stands at around 1.6 trillion yen). Anime and games account for about 90% of this revenue from Japanese content abroad, however Nippon TV believes that there is also potential to branch out into overseas exports of Japanese variety TV shows, movies, dramas, music and live performances in the future.
As of quarter 2 of 2024, NTVHD’s overseas sales were at 12 billion yen. The group aims to aggressively up this each year, aiming for 30 billion in 2027, and 1000 billion yen by 2033.
To achieve these goals, NTVHD’s companies are undergoing internal restructuring to pivot towards the international market. The group will also open a North American business hub in LA in July 2025, which will focus mainly on unscripted formats and will be at the forefront of NTVHD’s global business strategy. Other initiatives include the establishment of a global content studio, strengthened collaboration with internal and external partners, and a fully integrated IP development system.
Specific examples mentioned in the plan include the global distribution of Mamoru Hosoda’s new film Scarlet in collaboration with Sony Pictures, and the establishment of a system to promote live events like the stage adaptation of My Neighbor Totoro. The group is also considering making movies targeting international audiences in collaboration with Hollywood.
