The Economics of Network Media

This book analyses the evolution of competition and shifts in user behaviour over the past quarter-century, since 2000, within Japan’s network media market from an economic perspective. It focuses on Japan’s distinctive media market, characterised by the traditionally high market share of terrestrial advertising broadcasts and public service broadcasting, and conducts a step-by-step empirical analysis over time based on a wealth of data—a feature that is unique. Furthermore, by analysing not only the platforms but also viewer behaviour on the demand side, and by examining the state of digitalisation and internet distribution, the study offers a comprehensive analysis. Additionally, by focusing on bias in the newspaper market—where political impartiality is not mandated by law—and exploring the possibility of skewed reporting frequency and volume rather than content itself, the book makes a novel contribution. It thus serves as a scholarly work that offers valuable insights for future institutional design in the media market.