Abstract
This article analyses social media usage in Japan using the data from ‘Reuters Digital News Report 2024,’ an international comparative survey which tracks the impact of digitalization on the media and its impact on news consumption.
As an overview of media usage in Japan, the percentage of people who say they do not use any media, whether traditional or digital, stands at 16% which is the highest among all markets surveyed for consecutive years. When asked why, 41% of respondents said, ‘The news will find me’; this percentage is significantly higher than the world average and suggests that fewer people actively seek information. However, regarding how people share or participate in news coverage, the level is lower than the rest of the world.
The introduction of new social media services has triggered a change in the global landscape of digital space, but YouTube, X, and LINE maintain a strong presence in Japan. However, new services such as TikTok are gaining ground among young people aged 18 to 24.
When asked where audiences pay the most attention when it comes to news on various platforms, many pointed to ‘personalities’ such as influencers and celebrities and ‘ordinary people,’ and fewer chose ‘mainstream media.’ The popularity of influencers who often use video formats, has increased the consumption of news via video worldwide. However, this trend is limited in Japan, with the number of people who watch short videos every week the lowest in the world, along with the UK.
