38.3% of Female Teens are "Oshi" Idols, and VTuber Fans Exceed 60% in Purchasing Experience with Corporate Collaboration Products (Excre Search)

Excre Inc. (Headquarters: Shinjuku-ku, Tokyo, President and CEO: Toru Ogasawara), a group company of Cross Marketing Group Inc. that develops social & sales promotion services, conducted a web survey titled "Research on the Actual State of Oshi-katsu (2026)" targeting 1,440 men and women aged 15-69 nationwide on May 28, 2026 (Thu).

● Survey Summary

"Manga/Anime Characters" is the most common Oshi-katsu genre; 38.3% of females in their teens are "Idol" oshis.

Musicians and athletes have many long-term fans, while VTubers have a high proportion of new fans within "less than 1 year."

Approximately 60% of VTuber, idol, game character, and manga/anime character fans have experience purchasing corporate collaboration products.

After purchasing corporate collaboration products, actions include "collecting" and "posting on social media."

Repeat purchases after corporate collaboration are around 70%, with VTuber fans at 83.3%.

Download all survey results here.

● Survey Results

【"Manga/Anime Characters" is the most common Oshi-katsu genre; 38.3% of females in their teens are "Idol" oshis】

As for current Oshi-katsu genres, "Manga/Anime Characters" was the highest at 15.2%, showing little change from 15.1% in 2024. Among females in their teens, "Idols" accounted for 38.3%, the highest proportion across all segments. (Figure 1)

Figure 1 Current Oshi-katsu Genres (Multiple Answers)

【Musicians and athletes have many long-term fans, while VTubers have a high proportion of new fans within "less than 1 year."】

Oshi-katsu history varies by genre. For musicians and athletes, the proportion of those with "10 years or more" was 43.1% and 37.8%, respectively, indicating a higher percentage of long-term fans compared to other genres. On the other hand, VTubers had the highest total proportion of fans within "less than 1 year," suggesting a relatively large number of new fans. (Figure 2)

Figure 2 Oshi-katsu History (Single Answer)

【Approximately 60% of VTuber, idol, game character, and manga/anime character fans have experience purchasing corporate collaboration products.】

The proportion of respondents who "have" experience purchasing or using corporate collaboration products or services was highest for VTubers at 62.1%, followed by idols (59.3%), game characters (59.2%), and manga/anime characters (58.9%), with these four genres around 60%. (Figure 3)

Figure 3 Purchase Experience of Corporate Collaboration Products (Single Answer)

【After purchasing corporate collaboration products, actions include "collecting" and "posting on social media."】

Actions taken after purchasing corporate collaboration products, such as "displaying/storing as a collection" and "posting purchase reports/photos on social media," showed high proportions in most genres. "Posting purchase reports/photos on social media" was higher for game characters than other genres, while "posting reviews after use on social media" was higher for VTubers than other genres. (Figure 4)

Figure 4 Actions After Purchasing Corporate Collaboration Products (Multiple Answers)

【Repeat purchases after corporate collaboration are around 70%, with VTuber fans at 83.3%.】

For most genres, the experience of repeat purchases of brands or corporate products after collaboration was around 70%, with VTubers exceeding 80% at 83.3%. (Figure 5)

Figure 5 Repeat Purchase Experience of Brands/Corporate Products After Collaboration (Single Answer)

In addition to the above, questions were asked about "presence of Oshi-katsu companions" and "average monthly spending on Oshi-katsu."

Download all survey results here.

● Survey Items

Current Oshi-katsu Genres (Multiple Answers)

Most Focused Oshi-katsu Genre (Single Answer)

Oshi-katsu History (Single Answer)

Specific Oshi-katsu Actions (Multiple Answers)

Most Expensive Aspect of Oshi-katsu (Single Answer)

Information Gathering Channels for Oshi-katsu (Multiple Answers)

Presence of Oshi-katsu Companions (Multiple Answers)

Activities Done with Oshi-katsu Companions (Multiple Answers)

Average Monthly Spending on Oshi-katsu (Single Answer)

Changes in Consumption Behavior Due to Oshi-katsu (Multiple Answers)

Purchased Oshi Goods (Multiple Answers)

Key Factors When Purchasing Oshi Goods (Multiple Answers)

Purchase Experience of Corporate Collaboration Products (Single Answer)

Genres of Purchased Corporate Collaboration Products (Multiple Answers)

Actions After Purchasing Corporate Collaboration Products (Multiple Answers)

Repeat Purchase Experience of Brands/Corporate Products After Collaboration (Single Answer)

Presence of Discomfort with Corporate Collaborations (Single Answer)

Reasons for Discomfort with Corporate Collaborations (Multiple Answers)

● Survey Overview

Survey Title: Research on the Actual State of Oshi-katsu (2026)

Survey Period: May 28, 2026 (Thu)

Survey Method: Survey using Cross Marketing QiQUMO

Survey Target: 1,440 men and women aged 15-69 living nationwide, collected evenly.

● Survey Overview (2024 Survey)

Survey Title: Research Results on "Oshi-katsu"

Survey Period: September 26, 2024 (Thu) - September 27, 2024 (Fri)

Survey Method: Survey using Cross Marketing QiQUMO

Survey Target: 1,200 men and women aged 15-69 living nationwide, collected evenly.

【Survey Data Page URL】 https://www.excrie.co.jp/report/oshi-katsu

【Company Profile】

Company Name: Excre Inc.

Representative: President and CEO Toru Ogasawara

Location: 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo

Established: March 1972

Main Business: Planning and support for the execution of integrated online and offline social & sales promotions.

URL: https://www.excrie.co.jp/

Company Name: Cross Marketing Group Inc. (TSE 3675)

Representative: President and CEO Mikio Igarashi

Location: 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo

Established: June 2013

Main Business: Management of subsidiaries engaged in digital marketing, research, and insight businesses, and related businesses.

URL: https://www.cm-group.co.jp/

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