The waiting is finally over as the biggest global OTT operator makes its debut in Asia. Japanese subscribers will be able to watch Netflix on Internet-connected devices from September this year – marking the streaming company’s first foray into the Asian market. Japan is its next stop following its rollouts in Australia and New Zealand in March.

Netflix has promised a strong selection of Japanese television shows and films at launch, along with original content such as Marco Polo, Marvel’s Daredevil and acclaimed documentary Virunga. Netflix planned to open a regional office in Tokyo to foster alliances with consumer electronics makers as well as creators of films and television shows.

Netflix already sells its services in dozens of other countries outside the US as part of its ambition to be available globally by the end of next year. Currently with some 65 million subscribers in over 50 countries, Netflix has set an ambitious goal to be in 200 markets by the end of 2016.

The costs of the international expansion have been holding down Netflix’s profits, but investors have not minded because the company has been quickly winning over new customers.