TOKYO, Dec 4 (Reuters) - Netflix's ( NFLX ) subscribers

passed 10 million in Japan in the first half of this year with

the streaming firm's Japanese-language programming grabbing

attention in the growing market.

The subscriber base has doubled in the last four years and

the streamer has recently released a string of well-received

Japanese-language shows tackling subjects that set it apart from

Japanese broadcasters.

"This year in particular we're happy that productions such

as 'Tokyo Swindlers', 'The Queen of Villains' and

reality-romance show 'The Boyfriend' have been watched by so

many people," said Kaata Sakamoto, vice president of content for

Japan.

Only two English-language series, the live-action adaptation

of manga "One Piece" and the fourth season of "Stranger Things",

have topped the viewing rankings in Japan since Netflix ( NFLX ) began

disclosing them in 2021.

"Japan in particular is a country which wants to see a lot

of its own content so we strongly feel the need to produce it,"

Sakamoto said.

Netflix ( NFLX ) said in September it has signed a five-year contract

with Hitoshi One, the director of hit drama "Tokyo Swindlers"

about a team of real estate scammers.

Streaming has encouraged consumers to watch foreign-language

content with entertainment players looking to Japan in recent

years.

Amazon ( AMZN ) has adapted Sega Sammy's ( SGAMF )

long-running "Yakuza" game series and Reuters reported last

month that Sony ( SONY ) is in talks to acquire media powerhouse

Kadokawa ( KDKWF ) to bolster its entertainment portfolio.

Netflix ( NFLX ) says Japanese content is its third-most-viewed

non-English content after Korean and Spanish and its anime

titles were viewed more than 1 billion times globally last year.

Shares in the streamer, which has been boosted by an

ad-supported tier and had 282.7 million subscribers globally at

September-end, have climbed around 84% year-to-date at Monday's

close.