On June 2, 2026, an article was published on the Chinese portal site Sohu stating that the issue of Ghibli works not being available on Japanese streaming services has once again become a hot topic.

The article first explained, 'The issue of Ghibli works not being available on Japanese streaming services has become a hot topic again. During a regular press conference, Hiroyuki Fukuda, president of Nippon TV, was asked, 'Ghibli works have not been provided on streaming services domestically, and viewing options are limited. Is there a possibility that they will be streamed on platforms like Hulu in the future?' He responded, 'Currently, we are proceeding with the idea that we will continue to value broadcasting Ghibli works within the terrestrial 'Kin'yo Roadshow' slot, as has been the case, between Ghibli and Nippon TV. Of course, we recognize that there are various requests and opinions regarding streaming, and we intend to continue discussions.' In short, he explained that there are no plans for Ghibli works to be offered on Japanese streaming platforms, at least in the short term.'

The article stated, 'Following this statement, strong backlash arose from Japanese internet users. What they found particularly unacceptable was the point that 'they can be watched overseas, but not in Japan.' Ghibli works have long been streamed sequentially on Netflix overseas, allowing masterpieces such as 'Spirited Away,' 'Howl's Moving Castle,' and 'My Neighbor Totoro' to be viewed immediately. However, in Japan, viewers can only wait for TV reruns or purchase discs.'

Furthermore, the article mentioned, 'Voices on the internet pointed out, 'It's strange that Ghibli works are on Netflix overseas but can't be watched in Japan,' and 'Young people today don't even have TVs at home, so how are they supposed to wait for broadcasts?' Many Japanese internet users believe that Nippon TV's 'TV-centric' approach is out of touch with modern viewing habits. Some even said, 'In the age of subscriptions, continuing this method is a complete blunder.' The opinion is that if Ghibli does not seriously consider streaming services, it will increasingly alienate younger generations in the future.'

There is also a view that 'Nippon TV is not unaware of the changing times; it simply doesn't want to give up its high viewership ratings. This is because 'Spirited Away' and 'Castle in the Sky' record high ratings every time they are rebroadcast. Particularly, during the 'Barusu' scene at the end of 'Castle in the Sky,' Japanese internet users are known to simultaneously post the same phrase. Nippon TV probably doesn't want to easily give up these annual internet events.'

On the other hand, the article argued, 'A strategy that relies solely on nostalgia and sentimental attachment has its limits. If new viewership cannot be acquired and the brand relies only on the nostalgia of existing fans, the work's brand will eventually decline. There is also an opinion that 'if they insist on TV broadcasting, they should at least diversify the lineup of works more.' For example, works like 'My Neighbors the Yamadas' and 'Only Yesterday' should be broadcast at least once a year. There is also an opinion that they should only broadcast works with high ratings and release other works on streaming services for monetization.'

Furthermore, the article stated, 'Ghibli works were once a symbol of national culture that every Japanese person had seen, but now the shared understanding of 'works everyone knows' is crumbling. TV viewership ratings have been declining long-term, and the DVD market continues to shrink. Ironically, Japanese viewers must wait for TV station broadcast schedules to watch Ghibli works. If they miss a broadcast, they don't know when they'll be able to see it next. Meanwhile, overseas viewers can watch 'My Neighbor Totoro' and 'Princess Mononoke' on Netflix whenever they want. As a result, a situation has arisen where even national masterpieces like 'Spirited Away' have not been seen by some young people in Japan.'

Furthermore, the article concluded, 'Nippon TV does have a streaming service; it owns Hulu Japan. However, Ghibli works are not even streamed on its own platform. Some analyze that Nippon TV might be trying to sustain its declining TV business by monopolizing such rare content. The view is that they are using Ghibli works as a trump card to maintain TV program viewership. While this strategy is understandable from a business perspective, it leaves viewers dissatisfied. President Fukuda also stated at the press conference that he recognizes various opinions regarding streaming and will continue to consider them in the future. However, no one knows when that 'future' will be.' (Translation/Editing by Iwata)