Youth-driven viral videos feature in Japan’s online AbemaTV

“It’s a generation used to rapidly processing information,” Tatsuhiko Taniguchi, head of AbemaTV, said of his young viewers. The approach has pulled in millions of young viewers, convincing some advertisers and industry analysts that AbemaTV has found a lucrative new model. Social media reaction informed the direction the show took, she said. Yet AbemaTV remains an unproven bet for its biggest backer, online ad agency CyberAgent, which launched the network three years ago with TV Asahi. Dentsu figures released last month showed that in 2018 internet spending grew 17 percent compared to a year earlier.

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