Top Japanese YouTubers By Categories 2023: Trends & Market
- The current trend of watching YouTube and shorts video in Japan
- Recent purpose of using YouTube in Japan
- Top Japanese Youtubers Ranking by Categories (All)
- Top Japanese Celebrities Youtubers
- Top Gaming Japanese Youtubers
- Top Cook & Mukbang Japanese Youtubers
- Top Workout & Sports Japanese Youtubers
- Top Business Japanese Youtubers
- Top Beauty Japanese Youtubers
- Social media marketing market in Japan
- Conclusion
The current trend of watching YouTube and shorts video in Japan
YouTube is the largest online video-sharing platform allowing users to create videos, subscribe channels and express their support on them by Google.
As consumers’ media viewing experiences diversify, the amount of time spent watching on different devices and platforms continues to divide. Among them, watching videos on the Internet has been attracting a lot of attention, but in recent years, the opportunity to watch videos on social media has increased, and the popularity of short videos has increased.
In order to understand consumer video viewing trends, there is a tendency to focus on video posting services and paid video services, but it is also important to pay attention to video viewing on SNS. Watching short videos has steadily become established among SNS users due to the addition of functions in each service, such as the addition of a reel function to “Instagram” and “shorts” by YouTube as well a few years ago.
In the case of short videos, it is possible to easily enjoy various contents in a limited amount of time. You can also, although it is not shown in the chart, people who watch short videos are less likely to use the recommendation function in SNS, and tend to search and watch what they like on their own. In other words, as the media viewing environment diversifies, short-form video viewers who mainly watch their favorite content will encourage the diversification of the viewing time spent on each media, and select content according to their own interests.
Recent purpose of using YouTube in Japan
According to the survey, reasons for browsing YouTube are “killing time” (64.8%), “want to know information related to hobbies” (40.7%), “want to meet something interesting” (39.8%) was the top three.
Even there was no significant difference in the motivation of the platform browsing and searching compared to Twitter and Instagram, It shows the strength of the influence of “recommendation by people you trust”.
Regarding the image of YouTube, “Many impressions of products and services are from the user’s perspective.
While Twitter tends to seek public opinion and Instagram seeks emotional discovery, YouTube users seems that using it as deep your understanding of things.
And also, 40% of business people who have watched YouTube answered that they have watched YouTube for the purpose of improving business skills and gathering information.
93.8% of surveyed business people answered that they have watched YouTube. 76.4% of the subjects said they watch YouTube at least once a week.
Top Japanese Youtubers Ranking by Categories (All)
| Ranking | Japanese YouTuber | Total Subscribers (in millions) | Total Playbacks (in billions) | Category |
| 1 | Junya.じゅんや | 18.9 | 11.2 | Entertainment |
| 2 | Sagawa /さがわ | 14.9 | 12.7 | Entertainment |
| 3 | Kids Line♡キッズライン | 12.5 | 10.9 | Kids |
| 4 | せんももあいしーCh Sen,Momo, Ai & Shii | 11.3 | 7.7 | Kids |
| 5 | HikakinTV | 10.9 | 10.2 | Entertainment |
| 6 | はじめしちょー(hajime) | 10.3 | 9.2 | Entertainment |
| 7 | Boram Tube Play | 8.7 | 3.4 | Kids |
| 8 | Bayashi TV | 8.5 | 4.3 | Food |
| 9 | Travel Thirsty | 7.8 | 3.5 | Food |
| 10 | Fischer’sーフィッシャーズー | 7.7 | 15.0 | Entertainment |
Here’s a list of top Japanese YouTubers of the most subscribed YouTube channels as of January 2023.
Compared to last year, we can see the rapid growth of Kids channels and total subscribes as well almost twice.
Top Japanese Celebrities Youtubers
| Ranking | Japanese YouTuber | Total Subscribers (in millions) | Category |
| 1 | 米津玄師 | 6.5 | Artist |
| 2 | 中田敦彦のYouTube大学 | 4.9 | Comedian |
| 3 | Twice | 4.5 | Artist |
| 4 | Ado | 4.4 | Artist |
| 5 | Eve | 4.2 | Artist |
| 6 | ONE OK ROCK | 4.1 | Artist |
| 7 | ジャにのちゃんねる | 3.6 | Celebrity |
| 8 | エガちゃんねる | 3.5 | Comedian |
| 9 | カジサック | 2.4 | Comedian |
| 10 | 佐藤健 | 2.2 | Celebrity |
Well-known celebrities have opened official channels and there are many videos that are rarely seen on TV, such as original projects unique to comedians and popular jokes.
Top Gaming Japanese Youtubers
| Ranking | Japanese YouTuber | Total Subscribers (in millions) | Category |
| 1 | HikakinGames | 5.6 | General |
| 2 | キヨ。 | 4.0 | General |
| 3 | ポッキー | 3.2 | General |
| 4 | 兄者弟者 | 3.1 | General |
| 5 | 東海オンエアの控え室 | 2.9 | General |
Compared to last year, Pokémon videos have disappeared from the rankings, but this genre can also see remarkable growth.
Top Cook & Mukbang Japanese Youtubers
| Ranking | Japanese YouTuber | Total Subscribers (in millions) | Category |
| 1 | Bayashi TV | 5.6 | Food/Mukbang |
| 2 | ボキ | 4.0 | Mukbang |
| 3 | Travel Thirsty | 3.2 | Food |
| 4 | Nino’s Home | 3.1 | Food |
| 5 | JunsKitchen | 2.9 | Food |
| 6 | きまぐれクック | 5.6 | Food |
| 7 | エジョン | 4.0 | Mukbang |
| 8 | Nado | 3.2 | Mukbang |
| 9 | かの／カノックスター | 3.1 | Mukbang |
| 10 | しなこ Shinako | 2.9 | Mukbang |
There must be a lot of people who look at delicious dishes such as trendy gourmets and sweets, and study by looking at arranged recipes.
And also the appearance of eating delicious-looking food while making a comfortable sound is just like a meal terrorism!
Korean Mukbang YouTubers Japanese titles and subtitles are also available, so even those who don’t understand Korean can easily enjoy it!
Top Workout & Sports Japanese Youtubers
| Ranking | Japanese YouTuber | Total Subscribers (in millions) | Category |
| 1 | Marina Takewaki | 3.4 | Workout |
| 2 | 朝倉未来 | 3.0 | Sports |
| 3 | ひなちゃんねる | 2.6 | Workout |
| 4 | MuscleWatching | 2.3 | Workout |
| 5 | ぷろたん日記 | 2.0 | Workout |
| 6 | Yuki Nakagawa | 2.0 | Workout |
| 7 | 朝倉海 | 1.2 | Sports |
| 8 | 那須川天心 | 0.9 | Sports |
| 9 | HANYU YUZURU | 0.7 | Sports |
| 10 | トクサンTV | 0.7 | Sports |
Top Business Japanese Youtubers
| Ranking | Japanese YouTuber | Total Subscribers (in millions) | Category |
| 1 | 両学長 リベラルアーツ大学 | 2.2 | Information,Education |
| 2 | メンタリスト DaiGo | 2.1 | Information,Education |
| 3 | ひろゆき | 1.6 | Information,Education |
| 4 | 堀江貴文 ホリエモン | 1.5 | Information,Education |
| 5 | Yusaku Maezawa【MZ】 | 1.3 | Information,Education |
Now is the time to learn from videos. Many people watch YouTube not for entertainment but for business purposes. Liberal arts universities have the most subscribers on business channels!
Top Beauty Japanese Youtubers
| Ranking | Japanese YouTuber | Total Subscribers (in millions) | Category |
| 1 | ふくれな/fukurena | 1.8 | Cosmetic |
| 2 | nanakoななこ | 1.3 | Teen |
| 3 | SekineRisa | 1.3 | General |
| 4 | さぁや saaya | 1.1 | General |
| 5 | Kawanishi Mikiかわにしみき（河西美希） | 1.0 | Cosmetic |
| 6 | 和田さん。チャンネル | 0.7 | Cosmetic |
| 7 | コスメヲタちゃんねるサラ | 0.7 | Cosmetic |
| 8 | 会社員J | 0.6 | Korean Cosmetic |
| 9 | EMILY（八田エミリ） | 0.6 | General |
| 10 | アオイの。（伊原葵） | 0.5 | General |
Beauty trends are created by popular YouTubers, who are sometimes called influencers. That’s why it’s important to always watch popular YouTubers.
When people want to know what’s trending now, makeup, new products, It is characterized by unique and interesting features such as quickly adopting new products and reviewing them, and using only drugstore makeup.
In addition, we introduce cosmetics and items that you didn’t like, so you can use them as a reference when purchasing items. From the basics of makeup to the latest trends, YouTubers are uploading makeup videos.
Social media marketing market in Japan
Social media has become established as a communication tool that allows individuals and companies to freely transmit information.
In recent years, social media has come to have a major influence on the consumption behavior of Internet users. There is an increasing number of cases, especially among young people, who become aware of products through watching videos on social media and conducting searches, leading to purchases.
Against this backdrop, social media marketing activities have become more and more essential for companies, and the amount of investment in them has increased significantly.
We defined the annual amount spent by companies for marketing using social media as the “social media marketing market,” classified it into five segments, and estimated and forecasted each.
1) Influencer marketing
The annual total amount of expenses paid by influencers for spreading information on social media that promotes products and services by clearly indicating in advance that it is a PR activity.
2) Account operation support
Expenses paid to support the operation of accounts opened for marketing purposes by corporate companies for the purpose of promoting sales of their products and services and cultivating customers. Video production is only for sales associated with the account operator.
3) Campaign planning and consulting
Total annual expenses paid for planning campaigns using social media and consulting related to general social media utilization.
4) Analysis tools
Expenses paid for social listening, planning tools, effectiveness measurement tools, etc. Excludes specialized monitoring tools.
5) Social media advertising
Ads provided on YouTube, Facebook/Instagram, LINE, Twitter, TikTok, etc. Does not include advertisements on blog sites.
Conclusion
As a marketer, as the video viewing environment is becoming more diverse, what should be considered in order to efficiently reach consumers and gain empathy?
In other words, in the case of advertising campaigns that combine both television and digital media, it is important to consider which media consumers are concentrating on at what timing, and to communicate effectively, it is more important to think about how to attract attention to advertisements, such as setting themes of high target interest in digital.
Even within the same service, the usage methods and purposes continue to diversify. In particular, there is an increasing trend in the use of short videos that can be used in spare time on SNS. More and more marketers are incorporating it into their marketing plans, but we also found that the more people who use short-form videos, the more they overlap with TV. It will be important to design a media plan that matches usage trends to understand the changes in the media viewing environment that consumers are given by new services and functions and to communicate effectively.
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