Fans, Otaku, Live streaming, SNS, Singer, Musician, Performer, Artist, Celebrity, YouTuber

Research Purpose: This research focuses on “fans” of many performers/creators (both professional and amateur) who exist in the world, and analyzes their latest consumption behavior. The environment surrounding “fans” has been changing dramatically in recent years, with the spread of social networking services (SNS) and various platforms bringing performers/creators closer to “fans,” and with face-to-face live events no long being held as usual due to the COVID-19 pandemic. This report reveals the reality of these changes and the latest consumption behavior of “fans.”

Research Target: People aged 15 to 59 years old who live in Japan

Research Methodology: Questionnaire surveys via the Internet

Research Period: June to July 2021

*A “fan” is defined in this report as “a person who ardently supports a particular person/group or a thing.” Whether a person is “enthusiastic” or not is subjective, and in this report, a “fan” is a person who has a particular person/group or a thing that the person subjectively supports “enthusiastically.”

[Research Content]

1. Target of “Fans”

1-1. Fields of Persons/Groups Targeted by “Fans”

1-2. Degree of Popularity of the Persons/Groups Targeted by “Fans”

1-3. Whether the Persons/Groups Targeted by “Fan” are a Professional or an Amateur

1-4. How Long “Fans” Have been “Fans” of the Persons/Groups

1-5. Classification of Types of “Fans”

2. Activities of “Fans”

2-1. Activities of “Fans” (*Activities Other Than Gathering Information on the Internet, Watching Free Videos, and Viewing Contents)

2-2. Reasons for Joining the “Fan Club”

2-3. Participation in Events in the Past

2-4. Participation in Events since the COVID-19 Pandemic Started

2-5. Creative Activities of “Fans” Themselves

2-6. Ways for “Fans” to Present Their Own Creative Fans

3. Consumption Behavior of “Fans”

3-1. Consumption Amount of “Fan” Activities

3-2. Consumption Time of “Fan” Activities

3-3. Change in Consumption Amount of “Fan” Activities since the COVID-19 Pandemic Started

3-4. Change in Consumption Time of “Fan” Activities since the COVID-19 Pandemic Started

3-5. Status of Use of Online Services that Allow Interaction with Creators an Performers

3-6. Status of Use of Live Streaming Services

4. Summary

Summary of this Research