https://www.yano.co.jp/market_reports/C67110800Yano Research Institute released partial results of its consumer survey analysis on domestic “otaku” on the 22nd.
The analysis estimated the number of VTuber otaku at 960,000, with annual spending calculated at ¥71,179 per person. These findings are sourced from “2025 Cool Japan Market/Otaku Market Comprehensive Study: Consumer Survey Edition,” an A4-sized, 349-page volume priced at ¥132,000 (tax included).
Yano Research Institute's “Consumer Survey on ‘Otaku’” is an annual analysis and survey conducted since 2022.
For this survey, a consumer questionnaire was administered to 10,000 men and women aged 15 to 69 residing in Japan in July 2025. Based on the results, “otaku” is defined as individuals who self-identify as ‘otaku’ or who have been told by others that they are “otaku” (i.e., recognized as such). The survey analyzed 31 otaku fields, examining the attributes (characteristics) and activity patterns of the otaku demographic within each field.
Data partially released this time shows anime otaku number approximately 5.49 million, the highest among the 31 fields surveyed. This was followed by manga otaku at approximately 5.10 million, idol otaku at approximately 3.55 million, smartphone game otaku at approximately 2.75 million, and home/consumer game otaku at approximately 2.32 million.
