Mixi plans for 100 million FamilyAlbum app users over the next decade

The app was developed by Kenji Kasahara, the founder of Mixi Inc. “My goal is to reach 100 million users over the next decade,” he said.

The FamilyAlbum app is known for being easy to use, even for older family members such as grandparents. Users can post comments on photos and videos, and create albums of uploaded photos. The app also has a function where uploaded content can be automatically compiled into roughly one-minute videos. The basic service is free, but the app also offers paid subscription plans with additional features, priced at 590 yen and 1,090 yen per month in Japan (both including tax).

Currently, the service is available in 175 countries and regions worldwide in seven languages. It has about 29 million users as of February, with about 12 million living outside Japan.

Apps developed in Japan with over 10 million overseas users are rare, with exceptions including Line, which has a user base of over 100 million worldwide. “I never expected the app would grow this much outside Japan,” Kasahara said.

Its current plan for FamilyAlbum is to expand its services, with a focus on education. In 2024, a service was launched on the app in which instructors teach children how to exercise, such as by using a jump rope.

“More than 10 years have passed since (FamilyAlbum) came online, and so the babies the app was designed for at that time are now upper elementary school students,” Kasahara said. “We aim to provide services that support their continued growth, such as online education.”

Currently, North America is the largest overseas user base, at about 5 million. The company will continue to focus on North America when improving its services, but will also step up its efforts in countries such as India, Indonesia and Brazil, which have huge markets but fewer users.