How Japan and Korea are redefining the future of content, CTV, and AI-driven monetization

The Northeast Asia Video Summit 2025, hosted by the Asia Video Industry Association (AVIA), brought together leaders across media, technology, and advertising. They examined how Japan and Korea are shaping the next era of video. For marketers and AI innovators, the summit highlighted a rapidly evolving ecosystem. Content strategy, advanced advertising, and data-driven technology are converging to transform consumer engagement and media monetization.

Global content, local identity: Japan and Korea’s strategic ascent

One of the strongest messages across the summit was the unmistakable global rise of Japanese and Korean content. In a keynote that resonated with both creatives and marketers, Katsuaki Setoguchi, Executive Officer at TBS Holdings, emphasized that Japan’s push to globalize its storytelling is rooted not merely in commercial value. It also focuses on cultural amplification.

“Storytelling is our foundation,” Setoguchi said, outlining a strategy blending intentional IP selection and elevated budgets. He also highlighted partnerships with global streamers such as Netflix and Amazon. These alliances help Japanese content achieve global scale. They unlock new advertising channels and audience segments.

Setoguchi pointed to a rise in regional co-production ecosystems, including TBS’s deepening collaboration with Vietnam TV. This is a reminder that future global hits will emerge from cross-border creative networks, not isolated markets.

Sports streaming reinvented: Data, social engagement, and the new subscription funnel

For marketers, one of the standout sessions came from Yu Sasamoto, CEO of DAZN Japan. Sasamoto described a rapidly evolving sports streaming landscape where AI, social engagement, and ecosystem design play central roles. These elements drive retention and subscriber growth.

DAZN’s integration with Docomo and Meta marks a new era where:

• social interaction fuels viewer engagement,
• AI-powered recommendations tailor fan journeys, and
• frictionless conversion funnels turn casual viewers into paying subscribers.

Sasamoto revealed ambitious plans to triple DAZN’s Japanese subscriber base. This...