Abstract
The Nationwide Diary–Method Survey on Cross–Platform Reach is a public opinion survey that measures the reach, or the percentage of individuals who use various content and services provided by broadcasters—not only TV and radio broadcasts but also recorded programs, social networking services, online videos, and websites—at least once during a given week. NHK has conducted this survey on a regular basis. This paper reports the results of the 2025 survey, in comparison with the previous two surveys conducted in 2022 and 2024.
The reach of content and services provided by broadcasters was divided into three categories: "real-time” (via broadcasting), "time-shifted," and "internet" (via telecommunications). In 2025, the respective reach rates were 85.8% for “real-time,” 47.1% for “time-shifted,” and 41.4% for “internet,” with a total reach of 91.3% (using any of the above). Within the “time-shifted” category, reach of “recorded programs” showed a decline, and the decline in that of commercial broadcasters among individuals in their 30s to 50s was particularly notable. Meanwhile, as the use of free internet video services such as “TVer” and “NHK Plus” increased, the “internet” reach expanded. Among people in their 50s, the shift from “recorded programs” to “internet videos” progressed, with the increase of internet video viewing on television screens.
Moreover, overall trust in broadcasters was proportional to the number of days individuals used their content and services, but among young generations, trust did not necessarily lead to the reach. Changes in viewing styles are gradually blurring the line between broadcasting and telecommunications.
