Nico Nico Douga is a user-generated video portal. After it was established in January 2007, Nico Nico Douga became one of the fastest-growing web services in the Japanese history. As of May 2008, the site gets around 2 billions page views a month.
The site offers a unique comment function enabling users to communicate via texts placed within the videos. The comments are flowing over the screen at times the users are free to choose, allowing for scene-specific communication among the viewers of the videos.
Nico Nico Douga is mostly frequented by young Japanese males. In contrast to Western video sites, most of the content is focused on Japanese pop culture (anime, video-games, Japanese pop music videos etc.).