Japan: VTuber market size 2023

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The market size of virtual YouTubers (VTubers) in Japan was estimated at 52 billion Japanese yen in fiscal year 2022. It was projected to increase to 80 billion yen by fiscal year 2023. A breakdown by segment shows that product sales is by far the largest segment of the market.

Sales value of the virtual Youtuber (VTuber) market in Japan from fiscal year 2020 to 2023 (in billion Japanese yen)

Characteristic	Sales value in billion Japanese yen
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Release date

July 2023

More information

Region

Japan

Survey time period

fiscal years 2020 to 2023; 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

Supplementary notes

*Projection.

This research targets those VTubers to whom the following conditions apply:
1) The performer (also community manager inside) 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) Live streaming: 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.

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