While most of us use YouTube to upload homemade productions and watch funny cat videos, much of Japan still turns to their domestic video sharing site, Nico Nico Douga.
Yet whereas YouTube sees content from users across the world, Nico Nico Douga has remained primarily an exclusive club for Japanese speakers since it began in 2006. An English language beta website, Niconico.com, was launched in early 2011, but failed to generate interest even among foreign users of the Japanese site, due in part to the separation of Japanese and English videos between two domains.
Perhaps realizing that they’ll never be able to attract a sizable userbase from YouTube, Nico Nico Douga has shifted its strategy away from encouraging original English content to making its Japanese content more accessible to English speakers, replacing the English website with an English interface for the Japanese domain, nicovideo.jp.
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