Understanding the Media Consumption Trends of High-Class Professionals in Japan

In a recent survey conducted by Kreis & Company, a leading recruitment agency based in Tokyo, insights into the media consumption habits of high-class professionals were unveiled. The study, aimed at career counseling participants, provides a glimpse into how these decision-makers and future leaders consume media and the types of content they prefer.

Media Usage Frequency and Patterns

The findings revealed that over 90% of the respondents engage with media more than three to four times a week. This behavior indicates a consistent and habitual reliance on media for information gathering among high-class individuals.

Analyzing the data by age group, it was noted that only 47% of those in their 20s reported daily media usage, making them the demographic with the lowest frequency compared to other age groups. This may be attributed to a higher reliance on social media platforms as an alternative source of information.

Preferred Media Platforms Across Age Groups

YouTube emerged as the top platform for all age groups under 50, emphasizing the convenience of on-demand video consumption. However, as individuals age, a noticeable shift occurs, with those aged 50 and above preferring traditional broadcast television. This reflects a dual approach to media consumption where high-class professionals value both the accessibility of digital media and the reliability of traditional formats for news and reports.

Furthermore, on-demand services such as Netflix also scored high across all age demographics, showcasing the normalization of such platforms within this professional group.

Genre Preferences: Entertainment vs. News

Across all ages, entertainment content, including varieties and dramas, ranked highest in viewing preferences. This suggests that high-class professionals utilize media for relaxation and diversion outside of work.

In contrast, respondents aged 30 and above displayed a significant interest in news and reports alongside entertainment consumption. This indicates a tendency among older demographics to stay informed about social and economic developments while still indulging in leisure content. Meanwhile, the survey found that individuals in their 20s are less inclined towards news, suggesting a diversification of information-seeking methods among younger professionals.

The Concept of '志あるハイクラス人材'

Kreis & Company believes that for individuals passionate about their work, aspirations play a crucial role alongside salary and position. Known as '志あるハイクラス人材', these high-class professionals possess a vision that fuels their daily contributions to both their organizations and society. With the average income of survey respondents at 11.6 million yen and an average age of 36, this term encompasses those who not only seek financial rewards but also strive for meaningful work.

Survey Insights

The survey, which took place between January and February 2026, involved 227 respondents. Conducted through voluntary online questionnaires to those who underwent career counseling by Kreis & Company, the survey included multiple-choice questions to enrich the findings.

About Kreis & Company

Kreis & Company promotes the idea of '志あるハイクラス転職を、クライスと' (Transforming high-class career transitions with purpose). Their vision emphasizes the importance of aspirations in addition to salary and position in career transitions. As a prominent player in Japan's recruitment market, they aim to create opportunities where high-class professionals can connect with like-minded companies, ultimately aiming for a transformative impact on the industry. Learn more at Kreis & Company.

Company Information:

- Headquarters: 2-4-1 Higashi-Shimbashi, Minato-ku, Tokyo, 105-0021 Japan
- CEO: Takahiro Maruyama
- Business Scope: Headhunting, human resources consulting, and introductions (Government License No. 13-U-040184).