Yano Research Institute, a survey organization affiliated with Kyodo News Group, released partial results of a consumer survey targeting domestic otaku on December 22 (source: Otaku Soken). The survey, conducted in July 2025, analyzed the consumption behavior of approximately 10,000 men and women in Japan aged 15-69. The data was cross-referenced with estimated otaku populations and consumption behaviors in Japan across 31 fields based on respondents who identified themselves as otaku or were recognized by others as such.
According to the data, the largest number of Japanese otaku are obsessed with anime, numbering at around 5.49 million people. Manga otaku were a close second, estimated at around 5.10 million people. Coming in third place were idol otaku, who numbered about 3.55 million people. Smartphone game and console game otaku came in fourth and fifth place, totaling 2.75 million and 2.32 million people, respectively.
With regards to spending, a reported 31.3% of the surveyed sample admitted to spending roughly 10,000 to 50,000 JPY (about $64 to $320 USD) of their annual income on their otaku hobbies. While average spending per person across all 31 fields was 50,472 JPY ($323 USD) per year, some otaku spend much more. In particular, idol otaku spend an average of 121,054 JPY ($775 USD) – the most out of all otaku categories, trading card otaku spend 105,928 JPY ($679 USD), and PC-building otaku spend 101,930 JPY ($653 USD).
In addition, the survey also analyzed the presence of “Oshi” in Japan, with the term being defined as “Something/someone you like and support, and want to show its/their appeal to others.” 64.2% of otaku admitted to having an Oshi, with a vast majority being Japanese idols, followed by anime/manga characters and music artists. It was also revealed that of 21.5% of non-otaku also had Oshi – the most popular ones were music artists, followed by Japanese idols and anime/manga characters. While the order of Oshi classification differs, it goes to show how widespread the phenomenon is amongst the Japanese populace.
Related articles:
