Japanese author and journalist Soichiro Matsutani has recently highlighted the deliberate “scarcity” of Studio Ghibli films within Japan. While Ghibli’s works are widely accessible on streaming services like Netflix and HBO Max for international viewers, they remain unavailable on any streaming platform in Japan. Instead, fans typically wait for broadcasts on Nippon TV (Studio Ghibli’s parent company since 2023) or opt for physical media such as Blu-Rays.
Furthermore, as Matsutani notes in an article for Yahoo Japan’s expert column, the intervals between television broadcasts can span years. For instance, in May 2026, Nippon TV’s “Friday Roadshow” will showcase Kiki’s Delivery Service after a 4-year hiatus, while Whisper of the Heart will return after over 7 years. Matsutani questions whether such long gaps effectively limit younger audiences’ exposure to Studio Ghibli classics.
This issue disproportionately affects non-Miyazaki titles, including films by Isao Takahata or Hiromasa Yonebayashi, which receive even fewer broadcast opportunities. Although it’s understandable for Nippon TV to prioritize titles that guarantee stable ratings and high ad revenue, Matsutani argues that this approach significantly reduces viewing chances for many Ghibli films, risking their obscurity over time.
This apparent reliance on traditional television seems intentional, especially since Nippon TV owns the domestic streaming platform Hulu yet hasn’t made Ghibli films available there. Matsutani speculates that by maintaining limited access, the company aims to enhance the films’ value through scarcity and secure consistent ad revenue from 4 to 8 annual broadcasts, reinforcing television’s relevance.
However, as streaming becomes the dominant entertainment medium, children growing up without regular TV access and accustomed to “on demand” content have minimal opportunities to discover Studio Ghibli films. This could result in a “gap generation” that only knows of their fame without ever experiencing the films firsthand.
Mido