Demand Analysis for Real-Time and Time-Shifted Viewing in the Japanese TV Market

In this study, we analyze the Japanese TV audience’s preference for real-time viewing(RTV) and time-shifted viewing(TSV), which includes video-recording, and both pirate and official contents on the internet, using the WEB survey data the authors conducted in August 2016 in Japan. From the economics point of view, the cost is one of the most important factors affecting consumers’ behaviors; however there is no surcharge to view terrestrial TV contents (except NHK), which are the most pervasive in Japan, so it is difficult to investigate the cost effect on TV demand behaviors. In the past studies, individual time value is employed as a proxy of cost. The wage is used as individual time value; however it doesn’t well reflect time value on the time he/she views TVs during his/her recreation time. Although this modeling is proper, in fact, the measurement of time value in recreation time is difficult to be measured by his/her wage. In this paper, we employ the different variable as a proxy of individual time value. In the survey we asked the respondents whether he/she watch TVs in three time slots on August 1st and whether he/she record or plan to view the contents broadcasted in these time slots. In addition, we asked whether he/she have time to view TVs easily or not by three scales; 1:no problem to view on that time, 2:OK to view on that time, 3:difficult to view on that time. We inserted this variable as his/her cost proxy to view TV contents, and estimate demand function of RTV and TSV. Our empirical results show that this variable statistically affects RTV behaviors but not TSV behaviors. Other factors’ effects estimated under controlled by the above variable will be presented in the conference.