The VOD market is a battleground between global giants and local Vietnamese companies. In terms of market share in 2022, the US’s YouTube will lead the way with a 37% market share. Overseas players such as Netflix (11%) and China’s iQIYI (8%) also have a strong presence.

与此同时，本土公司 FPT Play（11 %）、VTVGo（11 %）和 POPS（6 %）也名列前茅，凸显了越南市场独特的混合结构。FPT 是一家私营 IT 公司，VTVGo 是一家国家广播电台，而 POPS 是一家地方媒体公司，因此每家公司都拥有多元化的母公司。对于传统电视台而言，进军 VOD 领域是一项关乎其生死存亡的战略转变。

日本内容小众，动漫是突破口

So, what kind of content is viewed on VOD? While movies and dramas from the US and South Korea are extremely popular, Japanese video works, apart from anime, remain a niche presence. The reality is that the current viewing demographic is limited to so-called “Japan lovers.” However, there is a way out. Children’s anime is doing well, with “Doraemon” ranking highly in the box office at cinemas almost every year and established as a staple on VOD. In recent years, the broadcast of dramas and movies aimed at the public has been gradually increasing, and expectations are high for cross-genre development in the future.

多样化的观看环境：对日本的考验

Vietnam’s VOD market continues to expand, and it is a rare market where a strong TV viewing culture and digital transformation coexist. In the future, there is room to increase awareness and establish Japanese content through content translation and subtitling, optimization of recommendation algorithms, and other measures. South Korea has already achieved success in “cultural exports” through dramas, and if Japan is to achieve a similar goal, it is urgent to develop pillars other than anime. Success in a pro-Japanese country like Vietnam could become a touchstone for spreading the ripple effects throughout Asia.

[1] Source: Market Report IO ” 2020-2025年越南流媒体报告及预测：越南 ” (March 2022)

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