Japan: creator economy market size| Statista

The value of the creator economy market in Japan amounted to almost **** trillion Japanese yen in 2023. The market size comprises the income generated via creator activities and expenditures on creator support services.

Creator activities

Creator activities can be divided into direct and indirect ways of earning income. The former category includes the selling of goods, texts, illustrations, and skills, but also encompasses money earned via fan communities, tipping, and crowdfunding. The latter category includes advertising, tie-ups, as well as media and event performances. Influencer marketing is a growing business in Japan, and creators can leverage social media and online marketplaces to reach large audiences and a high number of potential customers. However, it is important to note that creator activities are not limited to the internet. Creema Ltd., for instance, offers an online marketplace for handicrafts, but also organizes offline events where people can sell their handmade goods.

Creator support services

Creator support services target aspects such as content editing, website creation, matching processes, agents, and operation support. Companies active in the creator support business include, among others, Toridori Inc., which provides a platform connecting influencers with advertisers, and Base, Inc., which offers an online shop opening service and related payment and fundraising services. One particularly noteworthy company is the influencer marketing agency Uuum Co., Ltd., co-founded by the YouTuber Hikakin in 2013 to support video content creators. Uuum has thousands of affiliated channels and cooperates with many leading Japanese YouTubers.

Value of the creator economy market in Japan from 2021 to 2023 (in billion Japanese yen)

Characteristic	Market size in billion Japanese yen
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Release date

December 2024

More information

Region

Japan

Survey time period

2021 to 2023

Special properties

domestic market

Supplementary notes

The creator economy market refers to the income generated via creator activities and expenditures on creator support services. The income generated via creator activities (which also includes platform fees that do not become a part of the creators' income) can be divided into direct and indirect charges.
Direct charges refer to the total income mainly derived from content purchases or charges of users, such as money spent on goods, texts, illustrations, skill sharing, fan communities, tipping, and crowdfunding.
Indirect charges refer to the total income mainly derived from the advertising expenditures and performance fees of businesses, such as performance-based advertising, in-stream advertising, influencers and tie-ups, as well as media and event performances.
Expenditures on creator support services refer to the total expenditures on services that aim to support the activities of creators, such as content editing, website creation, PCs for creators, matching, non-fungible tokens (NFTs), agents, and operation support.

100 Japanese yen equal 0.64 U.S. dollars or 0.62 euros as of January 2025.

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