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Unlike most territories, where feature films tend to dominate the retail sector, the preferred genres purchased on videocassettes in Japan have traditionally been non-film titles. In 2004, special interest titles (hobbies, how-to, etc) accounted for 29 per cent of VHS sales in Japan, followed by feature films with 27 per cent. In total, non-film titles represented a 73 per cent share of VHS sales in 2004.

Japanese rental DVD market by region 2000-2004

Japan: video market by genre 2004