The popularity of watching movies and shows through streaming services has caused a big drop in sales of Blu-ray and DVD discs. It’s become so significant that even major companies like Sony have stopped making Blu-ray and minidiscs. However, a Japanese news website, Japan Forward, suggests that a specific group of fans, known as otaku, could be the key to keeping disc sales alive in Japan.
Panasonic, a well-known electronics company, has done some research into this. They discovered that people who are deeply involved in “oshi-katsu” have a strong desire to own physical copies of the things they love. “Oshi-katsu” is a Japanese term for passionate fandom, where individuals are incredibly dedicated to supporting and cherishing their favorite anime characters, idols, actors, or other pop culture figures. These fans want to ensure that their beloved content doesn’t just disappear from streaming platforms; they want to have it permanently at home.
Panasonic’s research indicated that a large percentage of Japanese women between their 20s and 50s, who are into oshi-katsu, consider recorders essential for enjoying their fandom. Japan has an estimated 14 million people who identify as oshi-katsu enthusiasts, and they spend a considerable amount of money – around 250,000 yen annually, which is about $1,746 – on their otaku-related interests. Recognizing this dedicated market, Panasonic aims to continue manufacturing Blu-ray recorders. They stated that while demand for older recorder models is decreasing, their profitability in this niche market is actually growing. Panasonic hopes to stimulate demand by closely monitoring market trends and offering unique ways for these fans to enjoy their content.
Japan Forward even suggests that “oshi-katsu” might be the last hope for Blu-ray recorder culture in Japan, highlighting the potential importance of this fan group.
Eiji Mori, from the market research firm BCN, shared his insights with Japan Forward. He noted that more people are connecting disc drives to their TVs, suggesting a continued interest in physical media. However, he also pointed out that the rise of streaming services is putting pressure on the market, leading to fewer new recorder models being released. Mori warns that without something to boost demand, manufacturers might quietly stop production altogether.
Despite these challenges, Mori also offered a glimmer of hope. He mentioned that some content isn’t available on streaming services, and this exclusivity could maintain Blu-ray demand from otaku who want access to everything related to their “oshi.” This suggests that the unique needs and dedication of otaku could indeed play a crucial role in the future of Blu-ray in Japan.
The Decline of Physical Media and the Rise of Streaming
The shift from physical media like Blu-rays and DVDs to digital streaming is a global trend, and Japan is no exception. For years, physical discs were the primary way people watched movies, TV shows, and anime at home. They offered a sense of ownership and often came with special features and high-quality audio and video. However, the convenience and accessibility of streaming services have become increasingly appealing to consumers.
Streaming platforms like Netflix, Amazon Prime Video, and Hulu offer vast libraries of content that can be accessed instantly for a monthly fee. This eliminates the need to purchase individual discs, store them, or worry about scratches or damage. The ease of browsing and discovering new content on streaming services, combined with the ability to watch on various devices, has made them incredibly popular, especially among younger generations.
This widespread adoption of streaming has inevitably led to a decline in the sales of physical media. Many consumers have simply stopped buying Blu-rays and DVDs altogether, opting instead to rely solely on streaming for their entertainment needs. This shift has had a significant impact on the entertainment industry, forcing companies to adapt to the changing landscape.
Oshi-katsu: A Unique Fandom Culture
In the midst of this digital transition, the concept of “oshi-katsu” emerges as a potentially significant factor in the survival of Blu-ray in Japan. “Oshi-katsu” is more than just liking a character or celebrity; it’s a deep, passionate dedication to supporting and celebrating one’s “oshi.” This can involve buying merchandise, attending events, creating fan art, and, importantly, owning physical media related to their beloved figure.
For oshi-katsu enthusiasts, owning Blu-rays and DVDs is not just about watching content; it’s about collecting, preserving, and demonstrating their love and support. Physical media becomes a tangible representation of their fandom, a way to connect with their oshi on a deeper level. The act of owning a Blu-ray of their favorite anime series or idol concert is a form of devotion and a way to ensure they can access and enjoy that content whenever they want, without relying on streaming availability.
This desire for ownership is rooted in several factors. Firstly, streaming services can remove content at any time, meaning that a beloved series or movie might suddenly disappear from a platform. For oshi-katsu fans, this is unacceptable. They want to know that they will always have access to the content they cherish. Secondly, physical media often offers higher quality audio and video compared to streaming, which is important for fans who want the best possible viewing experience. Finally, special editions of Blu-rays and DVDs often come with exclusive bonus content, such as behind-the-scenes footage, interviews, and collectible items, which are highly valued by dedicated fans.
Panasonic’s Bet on Oshi-katsu and the Future of Blu-ray
Panasonic’s research highlights the potential of the oshi-katsu market to sustain Blu-ray sales in Japan. By recognizing the unique needs and desires of these passionate fans, Panasonic is strategically positioning itself to cater to this niche market. Their focus on recorders suggests they understand that oshi-katsu enthusiasts are not just passive consumers of content; they are active collectors and curators who want to record and preserve their favorite moments.
Panasonic’s statement about increasing profitability in this area indicates that they believe there is a viable business model in targeting oshi-katsu fans. By offering recorders and potentially Blu-ray products specifically designed for this market, they hope to create demand and maintain their presence in the physical media landscape.
However, the challenges facing the Blu-ray market are significant. As Eiji Mori pointed out, the overall trend is towards streaming, and the number of new recorder models is declining. For oshi-katsu to truly save Blu-ray, several factors need to align. Firstly, the oshi-katsu community needs to remain strong and continue to value physical media. Secondly, manufacturers need to innovate and offer products that specifically appeal to this market, such as recorders with enhanced features for archiving and organizing content, or special edition Blu-ray releases with exclusive oshi-katsu themed content.
Ultimately, whether Otaku Might Save Blu-Ray in Japan remains to be seen. The dedication of oshi-katsu fans and the strategic efforts of companies like Panasonic offer a glimmer of hope for physical media in a rapidly changing entertainment landscape. The future of Blu-ray in Japan may well depend on the enduring passion of these devoted fans and the industry’s ability to cater to their unique needs and desires.