Japan: VTuber market share by segment 2022

Product sales accounted for 51.3 percent of the virtual YouTuber (VTuber) market in Japan in fiscal year 2022. The sales value of the market was estimated at 52 billion Japanese yen during that year. Product sales, which includes the selling of products such as commemorative items and music downloads, was by far the largest category. It was followed by livestreaming, which includes the profits generated via advertising, super chat, and memberships.

Share of the virtual Youtuber (VTuber) market in Japan in fiscal year 2022, by segment

Characteristic	Market share
-	-
-	-
-	-
-	-

Download

Source

Show detailed source information?

Already a member?

Source

Use Ask Statista Research Service

Release date

July 2023

More information

Region

Japan

Survey time period

fiscal year 2022; the Japanese fiscal year starts on April 1 of the stated year and ends on March 31 of the following year

Special properties

based on sales for business in question at companies operating VTuber management offices or projects

Supplementary notes

*Projection.

This research targets those VTubers to whom the following conditions apply:
1) The performer (including community managers) has the appearance of an anime-like avatar, playing the role as a unique, made-up character.
2) The character has both the properties of an influencer and IP (Intellectual Property).

“Livers” generated and active within live streaming apps such as “Iriam” and “Reality” are not included in this research, but “AITuber (pronounced ‘itubers’)” that have no performer but are operated by AI language generation and VTubers who have their voice actors’/actresses’ names written as CV (Character Voice) are included.

The market has been categorized into the following four segments:
1) Livestreaming: profits from advertisement, super chat within video streaming, and membership.
2) Events: profits from selling tickets for live performances, concerts, and other events.
3) Product sales: profits from tangible products such as commemorative items, and from music downloads.
4) Business-to-business (B2B): profits from tie-up advertisement, copyrights and merchandising rights business by IP licenses.

100 Japanese yen equal 0.69 U.S. dollars or 0.63 euros as of September 2023.

Citation formats