The value of product sales within the virtual YouTuber (VTuber) market in Japan amounted to **** billion Japanese in fiscal year 2023. The total sales value of the market was estimated at ** billion 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.
fiscal year 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 or projects
Supplementary notes
This research targets those VTubers to whom the following conditions apply: 1) The performer has the appearance of an anime-like avatar, playing the role as a new character that is neither the performer himself or herself nor a two-dimensional character with a setting. 2) The character has both the properties of an influencer and an intellectual property (IP).
The market has been categorized into the following four segments: 1) Livestreaming: profits from advertisement, super chat, and membership via video streaming. 2) Events: profits from selling tickets for live performances, concerts, and other events. 3) Product sales: profits from tangible products and data sales. 4) Business-to-business (B2B): profits from tie-up advertisement and from copyrights and merchandising rights business via IP licenses.
100 Japanese yen equal 0.7 U.S. dollars or 0.61 euros as of June 2025.
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Yano Research. (April 28, 2025). Value of the virtual Youtuber (VTuber) market in Japan in fiscal year 2023, by segment (in billion Japanese yen) [Graph]. In Statista. Retrieved October 19, 2025, from https://www.statista.com/statistics/1617339/japan-vtuber-market-size-by-segment/
Yano Research. "Value of the virtual Youtuber (VTuber) market in Japan in fiscal year 2023, by segment (in billion Japanese yen)." Chart. April 28, 2025. Statista. Accessed October 19, 2025. https://www.statista.com/statistics/1617339/japan-vtuber-market-size-by-segment/
Yano Research. (2025). Value of the virtual Youtuber (VTuber) market in Japan in fiscal year 2023, by segment (in billion Japanese yen). Statista. Statista Inc.. Accessed: October 19, 2025. https://www.statista.com/statistics/1617339/japan-vtuber-market-size-by-segment/
Yano Research. "Value of The Virtual Youtuber (Vtuber) Market in Japan in Fiscal Year 2023, by Segment (in Billion Japanese Yen)." Statista, Statista Inc., 28 Apr 2025, https://www.statista.com/statistics/1617339/japan-vtuber-market-size-by-segment/
Yano Research, Value of the virtual Youtuber (VTuber) market in Japan in fiscal year 2023, by segment (in billion Japanese yen) Statista, https://www.statista.com/statistics/1617339/japan-vtuber-market-size-by-segment/ (last visited October 19, 2025)
Value of the virtual Youtuber (VTuber) market in Japan in fiscal year 2023, by segment (in billion Japanese yen) [Graph], Yano Research, April 28, 2025. [Online]. Available: https://www.statista.com/statistics/1617339/japan-vtuber-market-size-by-segment/
