A survey conducted in Japan during fiscal year 2023 showed that the messaging app LINE was used by almost ** percent of the respondents. While globally leading networks such as Instagram, X, and Facebook do get their fair share of popularity within the Japanese social media market, the only platform able to compete with LINE in terms of penetration rates is YouTube, which was used by almost ** percent of the respondents. What makes LINE so popular?The success story of the messaging service LINE started back in 2011 during the Great East Japan Earthquake. While conventional communication channels in affected areas had broken down to a large degree due to damages brought about by the earthquake and the subsequent tsunami, official sources as well as private individuals turned to online options for communicating news and confirming the safety of friends and family members. The LINE app, which was initially developed for communication between employees at NHN Japan, a Japanese subsidiary of the South Korean internet powerhouse Naver, was released for public use later that year. It appealed greatly to Japanese consumers due to its unique and customizable design, which allowed for both private and business usage. Today, the app is operated by LY Corporation, which is part of a joint venture between SoftBank Group and Naver.How do Japanese use social networks?As a comparison of social network penetration rates of different countries shows, a vast majority of people in Japan use social networks. People in Japan on average spend several dozen minutes per weekday on social media, making social media one of the most time-consuming online activities. According to a survey, the leading reasons for using social media are communicating with already existing acquaintances as well as searching for information.

The messaging app LINE was used by 81.6 percent of internet users in Japan during the third quarter of 2024. LINE was the most used social media service, ahead of X, Instagram, and TikTok.

The number of social media users in Japan was estimated at approximately ***** million in 2023. This figure was projected to increase to almost ***** million users by 2028. Leading social networking servicesThe most commonly used social media in Japan are the messaging app LINE, YouTube, Instagram, X (formerly known as Twitter), TikTok, and Facebook. LINE was developed by a Japanese subsidiary of the South Korean internet search engine provider Naver as a response to the Great East Japan Earthquake in 2011. While the traditional telecommunication infrastructure was damaged, people were able to connect with loved ones via social media and could stay informed about the most recent news. These possibilities generated a boost for social media in Japan, not only for LINE, but for Twitter and Facebook as well. Usage todaySocial media plays an important role today in how people in Japan communicate with each other. The average time people spend on using social media per weekday has increased significantly in recent years. According to one survey, communication with already existing acquaintances is the most common reason for using social media in Japan. Due to their nearly ubiquitous presence in the daily lives of people, social media services are also an important information tool for government institutions or companies that want to get their messages across to citizens and customers.

We asked Japanese consumers about "Social network usage by brand" and found that "YouTube" takes the top spot, while "WeChat" is at the other end of the ranking.These results are based on a representative online survey conducted in 2025 among 12,567 consumers in Japan.

According to a survey conducted among Generation Z in Japan in November 2024, more than ** percent of the respondents used YouTube. YouTube was the leading social media platform, ahead of Instagram, X, and TikTok.

Japan Internet Usage: Social Media Market Share: Tablet: Youku data was reported at 0.000 % in 31 Oct 2024. This stayed constant from the previous number of 0.000 % for 30 Oct 2024. Japan Internet Usage: Social Media Market Share: Tablet: Youku data is updated daily, averaging 0.000 % from Oct 2024 (Median) to 31 Oct 2024, with 9 observations. The data reached an all-time high of 0.290 % in 27 Oct 2024 and a record low of 0.000 % in 31 Oct 2024. Japan Internet Usage: Social Media Market Share: Tablet: Youku data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Japan – Table JP.SC.IU: Internet Usage: Social Media Market Share.

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Social Networking Market Size 2025-2029

The social networking market size is forecast to increase by USD 312.3 billion, at a CAGR of 21.6% between 2024 and 2029.

The market is experiencing significant growth, driven by the increasing internet penetration worldwide. This expansion is fueled by the rising number of active social media users, enabling businesses to reach a larger audience through digital platforms. However, the market's growth is not without challenges. Privacy concerns are increasingly obstructing market expansion, as users become more conscious of their online data and demand greater control over their information. Social media advertisements, a major revenue source for social networking companies, are gaining traction, creating intense competition among market players. Companies must navigate these challenges by addressing privacy concerns through transparent data handling policies and effective user data protection measures.
Additionally, innovation in advertising formats and targeting strategies will be crucial for businesses to differentiate themselves and maintain a competitive edge. In summary, the market presents both opportunities and challenges, with increasing internet penetration driving growth while privacy concerns and intense competition shaping the strategic landscape. Companies must effectively address these challenges to capitalize on the market's potential and stay ahead of the competition.

What will be the Size of the Social Networking Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, with dynamic patterns emerging across various sectors. Customer acquisition and sales conversion are key areas of focus, as social CRM and mobile marketing strategies gain traction. User engagement remains a priority, with social listening and social network analysis providing valuable insights. Big data and data analytics play a crucial role in informing business decisions, while media relations and crisis communication strategies adapt to the digital landscape. Influencer marketing and viral marketing campaigns continue to shape consumer behavior, with conversion optimization and organic reach driving growth. Live streaming and user-generated content offer new opportunities for brands to engage with audiences.

Data visualization and machine learning are transforming how businesses analyze and respond to market trends. E-commerce platforms and social commerce are disrupting traditional retail models, with advertising platforms and social media marketing becoming essential tools for businesses. Algorithm updates and link building strategies impact search engine optimization and content strategy. Privacy concerns and network externalities are shaping the platform economics, while network effects drive user growth. Content creation tools and search engine optimization are essential for effective brand building, with public relations and sentiment analysis playing a critical role in reputation management. Video marketing and customer satisfaction are key drivers of brand loyalty, with data security and competitor analysis essential for maintaining a competitive edge.Social media platforms continue to evolve, offering new opportunities for businesses to connect with their audiences and build strong brands.

How is this Social Networking Industry segmented?

The social networking industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Type

  Advertising
  In-app purchase
  Paid apps


Distribution Channel

  Google
  Apple
  App Store Distribution


Service

  Communication
  Entertainment
  Socialization
  Marketing
  Customer service


Platform

  Website-based
  Mobile apps
  Hybrid platforms


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    Spain
    UK


  Middle East and Africa

    UAE


  APAC

    China
    India
    Japan
    South Korea


  South America

    Brazil


  Rest of World (ROW)

By Type Insights

The advertising segment is estimated to witness significant growth during the forecast period.

In the dynamic landscape of the market, various entities intertwine to shape its evolution. Big data and machine learning fuel social media analytics, enabling targeted advertising, conversion optimization, and customer satisfaction. Social listening and sentiment analysis inform brand monitoring, reputation management, and crisis communication. Social crm and community management foster customer loyalty and engagement. Mobile marketing, including user-generated content and live streaming, e

Threads was downloaded more than 12 million times in Japan in 2024, making it the leading social network app in terms of downloads during that year. It was followed by Instagram, X (formerly known as Twitter), and BeReal.

50 percent of Japanese respondents answer our survey on "Most used social media platforms by type" with "Media sharing (e.g., Snapchat, Instagram, YouTube, Pinterest)". The survey was conducted in 2023, among 12,209 consumers.Find this and more survey data on most used social media platforms by type in our Consumer Insights tool. Filter by countless demographics, drill down to your own, hand-tailored target audience, and compare results across countries worldwide.

According to a survey conducted in November 2020, close to 48 percent of the respondents in Japan used social media more than two times a day. The share of people who had registered but did not use their accounts at all amounted to more than two percent.

The annual expenditure of businesses on social media marketing in Japan was projected to reach about *** trillion Japanese yen in 2024. It was expected that the market would grow further in the coming years and reach a value of more than *** trillion yen by 2029.

The annual expenditure of businesses on influencer marketing in Japan was projected to amount to ** billion Japanese yen in 2024. It was expected that the market would grow further and reach a value of more than *** billion yen by 2029. Advertising and social media in Japan Japan is home to a large advertising market, which is considered to be one of the most creative worldwide. In recent years, online advertising has become more and more important, while many traditional media increasingly struggle to generate advertising revenues. This shift from traditional to digital media was accelerated by the COVID-19 pandemic, which led people to spend more time inside their own homes and increased the demand for digital entertainment. Social media plays an increasingly important role for advertising not only because social media platforms offer an opportunity to connect with other people, but also because they are frequently used to look up information. Among social advertising expenditures, regular social networking services as well as video sharing platforms constitute the largest ad categories. Social media marketing Unlike advertising, which refers to the process of making a product or service known to potential customers, marketing usually involves further aspects that are directly related to the dissemination of advertisements, such as the research and analysis necessary for the design and creation of ads. Influencer marketing is part of the larger social media marketing market, which is expected to exhibit strong growth in the coming years. As a breakdown of this market shows, it consists of social media advertising, influencer marketing, support for the operation of social media accounts, expenses for analytics tools, as well as campaign planning and consulting. While analytics tools and campaign planning and consulting make up comparatively small shares of the market, they are indispensable aspects with regard to choosing the right platform and advertising strategy. Within the Japanese influencer market, YouTube, Instagram, X (previously known as Twitter), and Tiktok represent the major segments.

Japan Internet Usage: Social Media Market Share: Mobile: Youku data was reported at 0.000 % in 20 Apr 2024. This records a decrease from the previous number of 0.030 % for 19 Apr 2024. Japan Internet Usage: Social Media Market Share: Mobile: Youku data is updated daily, averaging 0.000 % from Apr 2024 (Median) to 20 Apr 2024, with 9 observations. The data reached an all-time high of 0.050 % in 16 Apr 2024 and a record low of 0.000 % in 20 Apr 2024. Japan Internet Usage: Social Media Market Share: Mobile: Youku data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Japan – Table JP.SC.IU: Internet Usage: Social Media Market Share.

Facebook had a penetration rate of 44.4 percent among people aged 30 to 39 years old in Japan in fiscal year 2023. While more than a quarter of respondents in their twenties used the social networking service, teenagers used it to a lower degree.

The social networking service Instagram was used by 63.6 percent of women in Japan in fiscal year 2023. A breakdown by age group shows that more than two-thirds of people between the ages of 13 and 39 used the service.

Japan Info Needs Before Departure: Hong Kong: Social Network data was reported at 112.000 Person in Mar 2018. This records an increase from the previous number of 44.000 Person for Dec 2017. Japan Info Needs Before Departure: Hong Kong: Social Network data is updated quarterly, averaging 28.000 Person from Mar 2014 (Median) to Mar 2018, with 17 observations. The data reached an all-time high of 112.000 Person in Mar 2018 and a record low of 16.000 Person in Mar 2014. Japan Info Needs Before Departure: Hong Kong: Social Network data remains active status in CEIC and is reported by Ministry of Land, Infrastructure, Transport and Tourism. The data is categorized under Global Database’s Japan – Table JP.Q033: Tourism and Leisure: Information Needs Before Departure.

Close to ** percent of people in Japan used social media in 2023. The share was forecast to increase to approximately ** percent by 2028.

People in their twenties in Japan on average spent more than 79 minutes per weekday on using social media in fiscal year 2023. The usage time was lower among other age groups.

RISA-Japan focus on Yahoo！Japan, one of the most active stock forums in Japan. Since 2012, RISA-Japan has meticulously collected, cleaned, and analyzed over 94 million posts related to more than 4,900 securities discussed within the stock forum.

By analyzing the discussions on the stock forum, RISA-Japan provides valuable information about the sentiments, opinions, and trends expressed by retail investors regarding various securities. This dataset provides information on the sentiment and attention (hotness) of retail investors on each stock on the Yahoo! Japan Forum.

In addition to statistical data, this data provides record-level post analyses and stock ratings by users, that allow clients to group the posts to gain in-deep insight, for example, identifying hot posts or grouping posts by stock ratings.

• Coverage: 4500+ Japanese stocks, 300+ ETFs • History: From 2012-11-20 • Update Frequency: Daily

I provide a database reviewing information on predators of Japanese myriapods. The information within this database was compiled from published accounts in Japan along with visual media accumulated on the Internet.