is a Japanese over-the-top subscription video on-demand streaming television service and digital publishing storefront owned by U-Next Holdings. Originally launched in 2007 as Gyao Next (stylized as GyaO NEXT), the service has grown into one of Japan's leading streaming platforms, reaching 5 million subscribers . In addition to video streaming, the platform provides an e-book distribution service. As of 2024, U-Next holds a 17.9% market share of the subscription video-on-demand (SVOD) sector in Japan, ranking second only to Netflix.
The video platform integrates Paravi—featuring domestic programming from TBS and TV Tokyo—and the HBO Max library as dedicated content hubs within its service. Domestically, U-Next licenses a wide array of third-party content from major film studios such as Toei, and Toho, as well as commercial broadcasters including Nippon TV, TV Asahi, and Fuji TV. Internationally, the service distributes content from NBCUniversal (including Peacock originals) and Paramount Skydance (including CBS and Paramount+ originals), with select titles streaming exclusively in Japan. Beyond licensing, the company also produces its own exclusive video content, including U-Next original dramas. Additionally, live sports broadcasting, including football, golf, combat sports, and tennis matches, are available via dedicated hubs.
The digital publishing storefront provides users with access to a vast library of third-party e-books, magazines, and manga. U-Next develops its own original intellectual property, producing and publishing exclusive U-Next original books, manga, and scrolling webtoons under its U-Next Publishing label.
History
Launch of Gyao Next and independence (2006–2009) In June 2006, Usen began a project to investigate the possibility of watching Gyao, an advertising-supported video on demand (AVOD) service for PCs owned by the company, on television. Gyao, which was later operated by Yahoo! Japan and terminated its services in 2023, was one of the most influential platforms in Japan's online video distribution market at the time.
On February 1, 2007, Usen started selling Gyao Plus, a set-top box that allowed users to watch Gyao on their televisions. At the time, the set-top box had internet connectivity, but could only be used to watch Gyao.
On June 1, 2007, Gyao Next (stylized as GyaO NEXT), a pay-per-view video distribution service using the Gyao Plus set-top box, was launched. Unlike the PC-based Gyao, which was available for free, Gyao Next cost 3,900 yen to 4,950 yen per month in addition to an initial cost and the set-top box fee (rental or purchase). At its launch, the service offered approximately 12,000 titles, predominantly consisting of karaoke tracks, with plans to rapidly expand its video library. The service quickly gained traction, surpassing 10,000 subscribers within its first month. The user base primarily consisted of singles in their 20s and 30s, notably skewing more female than the PC version of Gyao. Usen actively marketed the service as an alternative to traditional video rental stores, heavily promoting it through direct sales and bundling it with their broadband internet subscriptions.
Usen deliberately designed the two services to serve different purposes. Gyao refreshed its catalog every 10 days to two weeks and was primarily viewed individually, while Gyao Next functioned as a comprehensive archive designed for shared viewing in the living room. As a result, there was little overlap between the two services in terms of their user base. On April 7, 2009, Yahoo! Japan announced that it would acquire 51% of the shares of Gyao, which had been a wholly owned subsidiary of Usen, from Usen for 529 million yen, making it a subsidiary. The acquisition was aimed at building the largest video platform in Japan by integrating it with Yahoo! Video, which is owned by Yahoo! Japan. Gyao Next, however, was not part of the deal.
In June 2008, the price was reduced from ¥3,900 to ¥2,980 per month. Alongside this price drop, the platform significantly expanded its offerings by adding over 7,000 pay-per-view titles, specialized linear broadcasting channels, all professional baseball games of the Pacific League, and additional karaoke songs. To accommodate a wider range of users, the service also expanded its hardware compatibility to include Sony's BRX-NT1 network TV box.
In August 2008, hardware manufacturer I-O Data introduced two new, more compact set-top box models dedicated to the service. Concurrently, Usen updated the platform with a web browsing feature powered by Opera, allowing users to navigate the internet directly on their televisions using a remote control.
Rebranding to U-Next and device expansion (2009–2016)
Following the corporate separation from the Gyao brand, Usen integrated its traditional music broadcasting service into the set-top boxes in April 2009. The platform experienced steady growth, surpassing 100,000 subscribers by September 2009. By November of that year, the service's catalog had grown to encompass approximately 25,000 videos, 15,000 karaoke tracks, 9 linear video channels, and over 500 music channels. To reflect its evolution into a comprehensive entertainment platform and to establish an identity independent of Yahoo's Gyao, Usen officially rebranded the service as U-Next on December 1, 2009.
As of July 2010, more than 50,000 titles had been distributed, including terrestrial broadcast dramas and missed anime broadcasts. U-Next was available by July 2010 on select models of Sony's Bravia, Sharp's Aquos, Toshiba's Regza, Hitachi's Wooo, Panasonic's Viera, and LG's Smart TV.
To expand its accessibility beyond televisions and dedicated hardware, U-Next launched support for iOS and Android smartphones and tablets in August 2012. In October of the same year, the platform introduced interactive features, allowing users to rate titles on a five-star scale, post text reviews, and vote on the helpfulness of other users' reviews.
In June 2013, U-Next completely overhauled its PC website interface, introducing a 16:9 thumbnail format, enhanced search filtering, and an expanded recommendation system. In July 2013, the platform partnered with Aeon Entertainment, Japan's largest cinema chain operator, to launch Aeon Cinema Web Screen powered by U-Next. This collaboration integrated the streaming service with theatrical releases, allowing users to apply streaming points toward cinema ticket discounts and curating streaming catalogs based on currently showing films. To further diversify its payment options, U-Next began selling Movie Card prepaid codes through the digital storefront Precamo in October 2013, allowing users without credit cards to purchase short-term access and specific PPV titles.
In November 2013, the company announced a content partnership with 20th Century Fox to distribute more than 150 films and 30 overseas drama series, offering both library titles and new releases concurrent with their DVD rental availability.
In early 2014, the service supported streaming via iPhone, iPad, Android phones/tablets, AirPlay, and Chromecast. Throughout the year, U-Next aggressively expanded its hardware ecosystem and partnerships. In February 2014, it partnered with electronics retailer Edion to launch the white-label service Enjoy with U-Next. Hardware compatibility grew in May when the service became available on PlayStation Vita and Vita TV, followed by the release of U-Next TV, a dedicated Android-based set-top box, in August. To diversify payment options, the company began selling physical POSA prepaid cards at major retail chains in November.
Concurrently, the platform expanded into digital publishing, launching its e-book service in April with the BookPlace for U-Next app, and later acquiring the BookPlace business entirely from Toshiba in September. In November, U-Next launched an all-you-can-read digital magazine service for its SVOD subscribers. Additionally, the company initiated a program allowing users to exchange streaming points for cinema tickets, starting with the T-Joy theater chain. The year concluded with U-Next listing on the Mothers section of the Tokyo Stock Exchange on December 16, 2014.
The company's growth continued into 2015, when it upgraded its listing to the First Section of the Tokyo Stock Exchange. White-label and retail partnerships also saw significant expansion; in August, internet service provider Biglobe began offering U-Next for Biglobe. followed by the launch of Yamada Video powered by U-Next and Rakuten Showtime Premium Unlimited Pack powered by U-Next in October.
Content and technology also received major upgrades during this period. In September 2015, U-Next added classic Nikkatsu Roman Porno titles to its SVOD tier and adopted Dolby Audio (Dolby Digital Plus) to deliver 7.1 surround sound. By October, the platform added support for Android TV devices.
In May 2016, U-Next integrated NHK On Demand into its platform. This integration allowed subscribers to use their monthly allotted points to purchase NHK's specific subscription packs, which offered catch-up episodes of current broadcasts and an archive of approximately 5,000 past programs. Further integrating its services with external platforms, the cinema ticket exchange program expanded to include Shochiku Multiplex Theaters and United Cinemas in 2016. In November 2016, the company partnered with All Nippon Airways and CCC Air to launch ANA Theater powered by YA movie & U-Next, allowing ANA Mileage Club members to earn and spend airline miles on video content. The following month, the service began streaming in 4K resolution, initially supporting the Chromecast Ultra.
Reintegration with Usen and original content expansion (2017–2022) By early 2017, U-Next reported a 35% year-over-year increase in overall revenue and had established itself as the third-largest SVOD service in Japan by market share, trailing only dTV and Hulu Japan. The platform heavily prioritized TVOD (transactional video-on-demand) to distribute new cinematic releases as early as possible. Pushing this strategy further, U-Next began experimenting with releasing films online prior to their theatrical premiere—a rare move in the Japanese film industry. As a primary investor in the production committee for the film Wilderness, U-Next released an extended six-part version of the film on its platform on September 29, 2017, ahead of its nationwide theatrical debut on October 7. This initiative, supported by major theater chains, aimed to test the synergistic effects between streaming platforms and traditional cinemas, with U-Next sharing revenue for new subscriber acquisitions with the production committee.
On February 13, 2017, U-Next announced a basic agreement to absorb Usen, its former parent company, through a tender offer. Before the integration was completed, U-Next launched an application for the PlayStation 4 in August 2017, aiming to capture the console's highly engaged demographic, particularly anime viewers. The management integration with Usen was finalized in December 2017, bringing the streaming and telecommunications businesses back together with Usen's music broadcasting operations under a unified holding company structure.
In March 2018, the company released a new, updated version of its dedicated "U-Next TV" set-top box, featuring voice recognition and 4K HDR playback. To bolster its foreign television library, U-Next signed a comprehensive content licensing agreement with CBS Studios International in June 2018, bringing over 1,300 episodes of popular American series, including the NCIS franchise, to its unlimited viewing tier. The platform also expanded into niche domestic entertainment, becoming the streaming service with the largest collection of Rakugo performances by August 2018.