CEO Interview Report: Susumu Fujita × Suguru Sano — ABEMA’s Past and Future

An event commemorating the 10th anniversary of "ABEMA," the new future of television, titled "ABEMA 10th Anniversary Dentsu ABEMA DAY—ABEMA’s Past and Future," was held on March 2, 2026.

During the special panel discussion held as part of this event, Shin Fujita, President and CEO of AbemaTV, and Suguru Sano, CEO of dentsu Japan and Representative Director and President & CEO of Dentsu Inc. (at the time), took the stage.Junji Koku, of Dentsu Inc. (on secondment to AbemaTV), served as moderator. The discussion covered the evolution of the relationship between the two companies—from ABEMA’s launch in 2016 through Dentsu Inc.’s investment in 2018 to the present—as well as their outlook for the next 10 years.

*Affiliations and titles are as of March 2, 2026.

ABEMA: A Key Partner Embodying IGP

The discussion began by looking back on three key phases: the launch of ABEMA in 2016, Dentsu Inc.’s investment in 2018, and the 10th anniversary in 2026. When asked how the relationship and roles between the two companies had evolved, Mr. Sano shared his candid thoughts from that time.

Mr. Sano, who was part of the Business Production Division (formerly Sales) at the time of the 2018 investment, said, “Honestly, I was surprised.” This was because CyberAgent, which co-operates ABEMA with TV Asahi, is a competitor of Dentsu Inc. However, following ABEMA’s subsequent rapid growth—particularly major initiatives such as securing the broadcasting rights for the “2022 FIFA World Cup Qatar” in partnership with TV Asahi—that perception changed significantly.Looking back, Mr. Sano said, “I believe the investment was an excellent decision.” He added that ABEMA has now become an indispensable partner in realizing Dentsu Inc.’s vision of IGP (*), with Dentsu Inc. currently involved in program planning and other initiatives.

*IGP (Integrated Growth Partner) = The vision pursued by Dentsu Japan to support clients’ sustainable growth as a partner across a broad spectrum—beyond just advertising and marketing—and contribute to the revitalization of society.

Meanwhile, Mr. Fujita also revealed that he had been troubled by the relationship with Dentsu Inc. in the early days of the station’s launch. He explained that since ABEMA is a television business, he believed “cooperation with Dentsu Inc. was indispensable.” He noted that since the investment, the relationship between the two companies has made significant strides, particularly since 2018, with achievements such as expanded advertising revenue and the realization of large-scale projects.

The FIFA World Cup Qatar 2022, a global pioneer in online streaming

Next, Mr. Fujita, who has led ABEMA for the past 10 years, spoke about the “toughest challenge” and the “best decision” he made during that time.

From a management perspective, he cited “continuing to invest” as the most challenging aspect. He explained that the pressure as a publicly traded company was immense, given the difficulty of achieving immediate profitability due to the nature of the venture as a new challenge.

On the other hand, he said the best decision was “simply being able to sustain that investment over the long term.” In the media business, the longer a service operates, the more deeply viewing habits take root, and the value of its programming IP (intellectual property) increases. A particularly significant turning point was the investment in the 2022 “FIFA World Cup Qatar 2022,” a joint project with TV Asahi.Mr. Fujita asserts, “That investment marked a significant shift in ABEMA’s phase.” Thanks to this investment, ABEMA grew into a media platform that attracts higher-quality advertisers and where top-tier talent is willing to appear. Its influence is immeasurable, as evidenced by the huge buzz generated by Keisuke Honda’s commentary.

Mr. Fujita emphasized the historical significance of the event, noting that a live online broadcast on that scale was a world-first and “marked a turning point in the world of video.”

Influence on Young People and the “Reinvention of Television”

Marking its 10th anniversary, Mr. Fujita cited “influence on the younger generation” as a key aspect of ABEMA’s future appeal. He noted that appearing on the dating show “Today, I Fell in Love” has become a stepping stone to stardom for popular talents, and that the audition project “Birth of a Rap Star,” which discovers the next generation of rappers, has paved the way for their success. In this way, ABEMA is increasingly taking on roles that were once the exclusive domain of television.

ABEMA was originally launched as a joint venture with TV Asahi, driven by the idea of “reaching young people online” against the backdrop of young people “turning away from television.”Mr. Fujita emphasized that while the platform has evolved—shifting its focus from linear broadcasting (scheduling content according to a TV-style program guide), which was a key priority at launch, to on-demand streaming tailored to viewers’ viewing habits—its fundamental stance of “aiming to reinvent television” remains unchanged. He sent a message to the audience, saying, “I hope you look forward to this ‘new television.’”

ABEMA and Dentsu Inc. Co-Creating the “Next 10 Years”

Toward the end of the discussion, the conversation turned to what kind of future Dentsu Inc., as a capital partner, should aim for with ABEMA over the next 10 years.

Mr. Sano stated, “I believe it means creating a new way of being for media, advertisers, our marketing company, and consumers, together with our partner ABEMA.” He noted that it is wonderful how ABEMA incorporates thoughtful touches designed with consumers and advertisers in mind, down to the finest details—such as displaying messages like “This is the second of five commercials” during commercial breaks. He emphasized that it is crucial to further advance these experimental initiatives and shape the future of media evolution.

In response, Mr. Fujita said, “As a partner, we want to collaborate with Dentsu Inc.” He concluded the discussion by expressing his hope that, amidst the ever-changing landscape of internet media advertising—which has yet to settle into a fixed form—the two companies would work together to develop diverse business initiatives, including not only advertising but also IP development, events, and merchandise sales.

ABEMA and Dentsu Inc. have built a strong partnership through this investment and have undergone a major evolution together, one significant enough to change the history of media. The discussion conveyed a strong determination that both companies will join hands to create a “new form of media” for the next decade.

"ABEMA" 10th Anniversary Website URL
https://contents-abema.com/10th/