Local Stories Go Global: The Rising Reach of Japanese TV Dramas

Japan has the third largest content market in the world, and the value of its broadcast content exports continues to grow each year. However, most of these exports are anime, while Japanese TV dramas have seen relatively limited international success.

However, this is beginning to change, thanks to the rise of subscription-based streaming platforms like Netflix and Prime Video.

The worldwide success of South Korea's Squid Game has brought international attention to Asian content, including Japanese shows. One of Japan’s recent successes, House of Ninjas, premiered on Netflix in February 2024. The show ranked #1 in 16 countries and made the top 10 in 92.

Global interest dates back decades. Early exports like I Want to Be a Shellfish (1958) and international hits like Oshin (1983–84) and Amachan (2013) helped lay the foundation for today’s growing overseas appeal.

Nevertheless, while some Japanese dramas have been well received abroad, overall overseas expansion remains limited. Why has this been the case?

Why Japanese Dramas Have Struggled Overseas

According to Japan's Ministry of Internal Affairs and Communications, the total export value of Japanese TV programs in 2022 was 75.62 billion yen. However, about 90% of that came from anime, while dramas accounted for only 4%.

There are several reasons for this. Firstly, most Japanese TV dramas follow a short, compact format: one season (three months), with 10–12 episodes of about one hour each. This makes it hard to fit into international broadcasters' schedules.

Also, broadcasters and production companies in Japan have traditionally focused on revenue from domestic sponsors. Since the local market was large enough, there was little incentive for companies to expand globally. The short drama cycles also made it easy to cancel unpopular shows quickly.

How Japanese Viewers Watch Dramas Today

The diagram below summarizes the major broadcasters and streaming services in Japan as of 2025. Audiences now watch dramas through a wide range of platforms.

Japan's broadcasting structure is anchored by ten key stations based in Tokyo and Osaka, with a smattering of local and independent stations, plus satellite/cable providers.

Traditionally, most people watched dramas on television, but now more people watch dramas on their mobile devices through video-on-demand (VOD) services. The diagram also lists most of the popular VOD platforms used in Japan.

Overseas Expansion Through Remakes and Format Sales

There are two main ways to bring TV dramas abroad: selling the original program or selling remake and format rights. While program sales have been limited, Japan has made more progress with remakes.

In recent years, the success of Japanese shows on streaming services has led to an increase in remake offers for other titles from overseas companies.

The following table shows examples of remakes by Japan's major broadcasters.

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International co-productions are also increasing. One example is Blood & Sweat, a joint drama between Japan and Finland produced by WOWOW and scheduled for release in 2026.

Diverse Distribution, Complex Rights

As streaming methods diversify, copyright management has become more complicated.

TV dramas often involve dozens or even hundreds of different rights—including scripts, music, acting, video, and third-party footage. This makes the approval process for online and international streaming extremely complex. Distribution conditions also vary by region, requiring careful handling.

To streamline this process, broadcasters and industry groups are increasingly pursuing blanket licensing and exploring blockchain-based rights management. The Ministry of Internal Affairs and Communications, industry associations, and broadcasters are working together to promote online distribution of broadcast content.

Global Hits Through Streaming Partnerships

Partnerships with VOD platforms have helped several Japanese dramas become global hits.

Netflix Japan’s Alice in Borderland, released in 2020, ranked in the Top 10 in many countries. Its second season, released in 2022, topped the global non-English language category in Netflix’s weekly global rankings.

Meanwhile, SHOGUN, released on Disney+ in 2024, swept 18 categories at the 76th Emmy Awards, including Best Drama Series, Best Actor, and Best Actress. The series, based on Japanese history, proved that such stories could succeed internationally in their original form.

With these successes, more Japanese actors and creators are working directly with VOD platforms to develop original content. These platforms offer more creative freedom, allowing for themes that might not pass traditional TV regulations.

At the same time, dramas produced by broadcasters are increasingly available on both domestic platforms like TVer and U-NEXT, and international platforms like Netflix. Many shows currently airing on traditional TV are simultaneously streamed—and reach top rankings—online. Broadcasters are adapting to the new landscape by expanding their distribution strategies.

Looking Ahead

Even through complex rights issues and differences in contracts and priorities between broadcaster and streaming platforms, it is still possible to reach audiences around the world directly, thanks to VOD.

Japan’s drama industry—through collaboration between broadcasters, IP holders, and international partners—can can hopefully become a pillar of the next generation of drama entertainment.

Author:  Tatsuya Yajima

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