Tech
Jun 16, 20261
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Real-Time TV Viewership Declines Across All Age Groups for First Time, as Internet Video Use Surges
NHK's 2025 National Lifestyle Time Survey found real-time TV viewership declined across all age groups for the first time since 1995, particularly among seniors. Simultaneously, internet video use is surging among older adults, with 26% of people aged 60 and over now watching online videos, spending significantly more time on digital content than traditional television.
Quick Facts
Who
NHK (Japan Broadcasting Corporation)
What
Released 2025 National Lifestyle Time Survey results
When
June 16, 2026 (announcement date)
Where
Japan (nationwide survey)
- Released 2025 National Lifestyle Time Survey results
- Found real-time TV viewership declined across all age groups
- Documented increased internet video consumption among seniors
- Identified historic shift in media consumption patterns
- NHK (Japan Broadcasting Corporation)
Japan's public broadcaster NHK released the results of the 2025 National Lifestyle Time Survey on June 16, 2026, revealing a significant shift in media consumption patterns. The survey, conducted in October 2025 on 7,200 people aged 10 and over nationwide, found that real-time television viewership declined across all age groups—a historic first since the current survey methodology began in 1995.
The decline was particularly steep among older viewers. The percentage of people aged 60 and over who watched television for at least 15 minutes on weekdays fell from 94% in the previous survey to 84%, while viewership among those aged 70 and over dropped from 95% to 92%. Younger audiences have experienced steeper declines over time, with the 16–19 age group seeing a 20-percentage-point decrease over five years, bringing their daily 15-plus-minute viewership rate down to just 27%.
Simultaneously, internet video consumption is rising across generations. Among adults aged 60 and over, one in four (26%) now use internet videos, with average daily viewing time increasing dramatically from 11 minutes to 37 minutes. Those aged 70 and over have also increased their internet video consumption from 8 to 17 minutes daily. The 20–29 age group remains the heaviest internet video users at 58%, though adoption among older demographics is accelerating. Overall, internet video use shows an upward trend across all age groups, underscoring the growing shift toward digital media consumption in Japan.
Topics
Why This Matters
This represents a fundamental shift in Japan's media landscape with profound implications for broadcasters, advertisers, and content creators. The decline in real-time TV viewership across all demographics—particularly the drop from 94% to 84% among seniors aged 60+—signals that traditional broadcasting's dominance has ended. For media companies, this necessitates urgent digital transformation strategies. For advertisers, audience targeting must now account for migration toward streaming platforms. For policymakers, this raises questions about digital equity and the future of public broadcasting funding as viewer engagement shifts decisively toward internet-based services.
Timeline & Sources
Jan 1, 1960
WireNHK began conducting the National Lifestyle Time Survey
Jan 1, 1995
WireCurrent survey methodology established
Jun 16, 2026
WireNHK released results of the 2025 National Lifestyle Time Survey