RESEARCH SUMMARY -Latest Outcome of Our Research-


Otaku Market in Japan: Key Research Findings 2017


Research Outline

Yano Research Institute has conducted a study on the domestic Otaku market with the following conditions:
  1. Research period: From September to October, 2017
  2. Research targets: Companies and organizations that handle anime or cartoon films, Manga (including electronic comics), light novels, coterie magazines, plastic models, figures, dolls, model railroads, popular idols, professional wrestling, cosplay clothing, cosplay cafes where store staff cosplays in a special costumes primarily maids when serving to customers (including cafés, Japanese pubs, massage parlors, cosplay diners, and other concept cafes), online gaming, adults gaming, AV (Adults video or Pornographic films/DVDs, contents to download), dating simulations, boys love, Vocaloid with related products, and toy guns & related products.
  3. Research methodologies: Face-to-face interviews by the specialized researchers, survey via telephone/FAX, online research, and literature search.


What is the Otaku market?

The Otaku market in this research indicates the contents, product sales and services which are regarded to have a certain number of maniac fans. Many are sold and handled at Akihabara, a town regarded as Otaku’s sanctuary. In this research, 15 categories are covered. Please refer to Table 2 on the definitions of each market categories and the calculation methods of the market size.

Summary of Research Findings

  • Among Entire Otaku Market, Popular Idol Market in FY2017 Projected to Expand by 12.3% on Y-o-Y Basis to Attain 210.0 Billion Yen

The market of popular idols in FY2016 grew by 20.6% from the previous fiscal year to attain 187.0 billion yen.  The market has been supported by the fans of popular boy groups belonging to Johnny's Entertainment, and some girl groups including AKB48.  In addition, emergence of some other idol groups has led the market being on the rise.  The market of popular idols in FY2017 is projected to rise by 12.3% of the size of the previous fiscal year to reach 210.0 billion yen.  


  • FY2017 Vocaloid Market Increases by 4.2% on Y-o-Y Basis to Reach10.0 Billion Yen, Expected to Keep Rising for Future

The market of vocaloids and its peripheral products in FY2016 grew by 4.3% from the previous fiscal year to attain 9.6 billion yen.  Emergence of “Hatsune Miku” has triggered to form the market and has been continue growing by the concerts taken place, related products sold, derivative works created, and many other activities regarding vocaloids.  In recent years, some characters of vocaloids have been recognized by general consumers and have begun being used in food, apparel and other products.  Because some live events have grown to be large in scale, the vocaloid market in FY2017 is likely to expand by 4.2% to reach 10.0 billion yen.


  • FY2017 Toy Guns/Survival Gaming Market Expected to Grow Steadily by 3.0% on Y-o-Y Basis to Reach 20.9 Billion Yen

The toy guns/survival gaming market in FY2016 rose by 3.0% from the preceding fiscal year to 20.3 billion yen.  The market of survival gaming has grown steadily because the recent boom has attracted new participants in addition to the existing players.  Such a tendency has led the toy gun market to grow as well.  With some earnest attempts to attract new users and the market continues being in demand by repeat users, the toy guns/survival gaming market in FY2017 is projected to rise by 3.0% from the preceding fiscal year to achieve 20.9 billion yen. 


  • Table 1: Market Overview and Forecast by Category



Published Report

Report Title: Market of Cool Japan/Otaku 2017

*The information provided in the "Research Summary" is what is as of the date of announcement and could be altered or renewed without any prior notice.

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