Netflix is marking ten years in Japan this month, and in that time, it has gone from a brand with zero presence to a key, noisy player in the local streaming ecosystem.

Kaata Sakamoto, Netflix’s Vice-President of Content for Japan, tells Deadline that one of the biggest challenges he faced a decade ago was raising the brand awareness around Netflix. “When the service launched in the beginning, the brand awareness was very low, but now, many people know about Netflix, and they’re enjoying our services,” he says.

At a creators’ event held in Tokyo last week, Netflix’s co-CEO Greg Peters, said: “When we launched Netflix in Asia for the first time in 2015, we chose Japan as our starting point and opened our office here. Ten years later, Netflix has grown to reach more than 10 million hous

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