[Summer Vacation Leisure Trends] Is the deciding factor for activities a hybrid of "extraordinary feeling" and "ease"? The reality of experiential content that appeals to about 80% of people.

Live Viewing Japan Inc. (Location: Minato-ku, Tokyo; President and CEO: Fuki Aoki) conducted a survey on "Latest Trends in Summer Vacation Leisure and Outings" targeting men and women aged 20-50 who are planning leisure activities during summer vacation and have experience using video and entertainment content.

<Survey Summary>

- "Domestic travel" is the mainstream for summer vacation plans! About 80% are cautious planners, starting preparations more than a month in advance.

Approximately 80% cited "domestic travel" as their summer vacation plan, and about 80% of the total started planning their leisure activities "more than a month ago," showing a tendency to prepare cautiously for their plans.

- About 90% are eager for "new experiences"! The trigger for interest is "SNS."

About 90% responded that they want to have new experiences, not just定番 (standard) leisure activities. Information gathering for destinations is mainly done through "SNS" and "web media."

- The leading experiential leisure activity! About 80% feel the appeal of "live viewing at movie theaters."

"Live event broadcasts at movie theaters" had high recognition and intention to experience as actual leisure activities they want to try. About 80% of the total responded that they "feel the appeal" of such experiential content.

- The greatest value of live viewing is "overwhelming realism" and "simulated experience/sense of unity"!

Specific reasons for feeling the appeal included "realism with large screens and high-quality sound" as the top reason. This was followed by "the ability to experience live events that cannot be attended in person" and "sharing the sense of unity at the venue," with the ability to share the excitement of the actual venue while reducing travel time and costs being highly evaluated.

<Survey Overview>

[Survey Period] June 17, 2026 (Wed) - June 18, 2026 (Thu)

[Survey Method] Internet survey

[Number of Respondents] 1,008 people

[Target Audience] Monitors who responded that they are planning leisure activities or outings during summer vacation and have experience using video and entertainment content, aged 20-50, male and female, at the time of survey response.

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♦ This year's summer vacation, the No. 1 leisure/outing plan is "domestic travel"!

First, when asked "What kind of leisure activities or outings are you planning for summer vacation?", the most common answer was "Domestic travel (76.6%)", followed by "Dining/drinking parties (32.1%)" and "Shopping (30.8%)".

About 80% chose "domestic travel," indicating a desire to get away from daily life during the long vacation.

In addition, "dining/drinking parties" and "shopping," which are casual entertainment extensions of daily life, followed, suggesting an intention to refresh in familiar places.

Next, when asked "When do you plan your leisure activities or outings, such as during summer vacation?", the most common answer was "1 month before (27.8%)", followed by "3 months or more before (27.7%)" and "2 months before (23.9%)".

"1 month to 3 months or more before" accounted for about 80% of the total, indicating that many people make concrete plans at least "1 month in advance."

What kind of information do they refer to at that time?

When asked "What kind of information do you refer to when choosing a leisure destination or outing spot?", the most common answer was "SNS (X, Instagram, Youtube, TikTok, etc.) (45.2%)", followed by "Web media (40.2%)" and "Word-of-mouth and reviews from friends and acquaintances (34.1%)".

It seems that many people refer to the local conditions through SNS.

It is also evident that information from close acquaintances is valued.

♦ About 90% responded, "I want to actively try new leisure activities/outings"!

In an environment where it is easy to access diverse information through SNS etc., to what extent is the desire for "new experiences" increasing?

When asked "Do you want to actively try experiences you haven't had before, not just standard leisure activities or outings?", the majority showed a positive attitude, with about 90% answering "Strongly agree (37.1%)" and "Somewhat agree (49.6%)".

In this context, what kind of experiential leisure activities are specifically known?

When asked "Which of the following do you know about for leisure activities or outings?", the most common answer was "Live event broadcasts at movie theaters (50.1%)", followed by "Escape rooms/puzzle-solving games (44.5%)" and "Glamping (41.4%)".

Experiential leisure activities such as "escape rooms/puzzle-solving games" and "glamping," along with "live event broadcasts at movie theaters" which garnered nearly half recognition, appear to be widely known.

So, among these, which ones do people actually "want to experience"?

When asked about "what they want to actually experience for leisure activities or outings" (excluding those who answered "I don't know any" in the previous question), the most common answer was "Live event broadcasts at movie theaters (33.6%)", followed by "Glamping (29.7%)" and "Escape rooms/puzzle-solving games (27.9%)".

Following recognition rates, "live event broadcasts at movie theaters" also had the highest intention to experience, indicating that it is content that easily sparks interest in those who learn about it. The appeal is thought to be the ability to enjoy the realism in a familiar location without traveling to a distant venue.

"Glamping" and "escape rooms/puzzle-solving games," which follow, are also leisure activities that offer experiences such as staying in nature or immersing oneself in a story world.

♦ About 80% are attracted to live viewing at movie theaters!

How are these experiential content themselves evaluated?

When asked "Are you attracted to experiential content such as live viewing at movie theaters?", about 80% responded "Very attracted (27.5%)" and "Somewhat attracted (50.0%)".

This suggests that live viewing at movie theaters is highly valued as a new leisure option.

When asked "What aspects of experiential content such as live viewing at movie theaters do you find appealing?" (to those who answered "Very attracted" or "Somewhat attracted" in the previous question), the most common answer was "Realism with large screens and high-quality sound (55.1%)", followed by "The ability to experience live events that cannot be attended in person (48.9%)" and "Sharing the sense of unity at the venue (34.8%)".

In addition to the top-ranked "realism with large screens and high-quality sound," "experiencing events that cannot be attended in person" and "sharing the sense of unity at the venue" were also highly ranked.

It was found that a major reason people are drawn to this is the ability to share the excitement of the actual venue with other fans, while overcoming hurdles such as distant venues and difficulty in obtaining tickets.

Conclusion: "Easy extraordinary experiences" and "immersive experiences" will drive future leisure trends.

This survey highlighted new values sought in summer vacation leisure.

About 90% expressed a desire for "new experiences beyond standard outings."

This result shows a desire to refresh within limited vacation time while also harboring a spirit of inquiry for new experiences.

Experiential content, including "live event broadcasts at movie theaters (live viewing)," is attracting interest as something people want to actually experience for leisure and outings.

Live viewing is thought to align with modern needs of "wanting to easily experience the extraordinary" by reducing the burden of traveling to distant venues while providing realism through large screens and high-quality sound, and a sense of unity among fans.

In the future, the key for the entertainment industry will be whether it can provide experiential value such as realism and a sense of unity, and how it can offer spaces where immersion and excitement can be shared, while transcending constraints of time and cost.

Live viewing, which makes special experiences accessible beyond physical distance, is expected to further increase its presence as a strong option to meet diversifying leisure demands.

Company Profile

Live Viewing Japan Inc.

KASUMICHO TERRACE 8F, 3-24-20 Nishi-Azabu, Minato-ku, Tokyo

Content Site: https://liveviewing.jp/

Corporate Site: https://liveviewing.co.jp/

Established: June 2, 2011

Main Business Activities: Broadcasting concerts, stage performances, and events to domestic and international movie theaters, and internet distribution. Planning and distribution of recorded content such as movies, concert films, and documentaries. Planning and management of new IPs such as anime and games.