[UtaTen Survey] 'Oshikatsu' (Fan Activity) Trends Among Junior High Students and Younger: Merchandise and Streaming Dominate the Digital Native Generation

As the first installment of the 'UtaTen Survey,' we conducted a questionnaire among 3,414 UtaTen users aged 15 and under (from March 16 to April 8, 2026) regarding the increasingly popular 'Oshikatsu' (fan activity) culture. The survey reveals the unique realities of fan activities among this younger demographic.

■ Key Topics of the Oshikatsu Survey
1. Top Genres: 'Manga/Anime' ranks first, with online-native content like 'Streamers' and 'VTubers' dominating the top spots.
2. Standard Activities: The two main pillars of fan activity are 'purchasing merchandise' and 'watching streams,' making online interaction a daily habit.
3. Spending Habits: Monthly budgets are typically 'under 5,000 yen' or 'under 1,000 yen,' showing a trend of smart consumption using free content.
4. Information Gathering: 'YouTube' is the overwhelmingly most used SNS, serving as essential infrastructure for short videos and live streams.
5. Emotional Connection: The strongest sentiment is 'wanting to receive energy from my oshi,' representing a pure support style that goes beyond the desire for direct contact.

New Project: 'UtaTen Survey' to Decode Music and Entertainment Trends
'UtaTen Survey' is a new user-participatory research project launched by the lyrics and music media platform UtaTen. We conduct surveys on fan consciousness, behavior, and the latest trends in music and entertainment, and publish the results as data. With the spread of SNS and streaming services, how people enjoy music and engage in fan activities has changed significantly. This project aims to visualize these changes through user voices and introduce current entertainment trends from multiple perspectives.

First Theme: 'Oshikatsu Among Junior High Students and Younger'
For our first theme, we focused on the fan activity habits of those aged 15 and under. Oshikatsu has spread as a culture of actively supporting artists, idols, actors, and characters, and is widely enjoyed by the younger generation. In this survey, we asked questions from various perspectives to investigate the real-life fan activities of this demographic.

[Survey Results] What is Oshikatsu like for those 15 and under?
The survey results reveal the unique characteristics and values of fan activities among this age group. (Number of respondents: 3,414)

'Manga/Anime' is the Top Genre
When asked about their favorite genre, we saw trends unique to those who interact with digital content daily. 'Manga/Anime' was the most popular, followed by 'Streamers' and 'VTubers.' As expected from a generation that uses smartphones and video platforms daily, highly interactive content like real-time streams and comment features are widely supported.

'Purchasing Merchandise' and 'Watching Streams' are the Core
When asked about their frequent fan activities (multiple answers allowed), 'purchasing merchandise' and 'watching streams' topped the list. For those with limited pocket money and mobility, YouTube and SNS live streams are the most accessible ways to feel close to their favorites.

Merchandise is the Top Spending Priority
Furthermore, 'merchandise' was the most common answer for what they prioritize spending money on. While spending on items that allow them to feel close to their favorites is prioritized, there is also a certain level of spending on experiential activities like live events, showing that value is placed on both 'goods' and 'experiences.'

Monthly Budget: 'Under 5,000 yen' is Most Common
Regarding monthly spending on fan activities, results were distributed from those who enjoy it with small amounts to those who spend more. The most common response was 'under 5,000 yen,' followed closely by 'under 1,000 yen.' On the other hand, a certain number of respondents answered '0 yen,' showing that many enjoy fan activities without spending money.

'YouTube' is the Center for Information Gathering
For SNS used to gather information (multiple answers allowed), 'YouTube' was the overwhelming favorite. This is likely because it allows fans to follow the daily lives and activities of their favorites in real-time through video content, live streams, short videos, and the 'clipping' culture.

Sentiment: 'Wanting to Receive Energy'
When asked about the strongest emotion felt during fan activities, 'wanting to receive energy from my oshi' was the most common answer. This was followed by 'wanting my oshi to be happy/watching them grow' and 'wanting to support them/see their efforts rewarded.' For them, fan activity is more than just entertainment; it is a source of daily motivation and emotional support.

Conclusion: Acceleration of 'Digital Native' Fan Culture
This survey revealed that 'streaming culture' and 'online content' play a massive role in fan activities for those aged 15 and under. The dominance of 'Manga/Anime' and 'VTubers' reflects a lifestyle where digital content is consumed daily via smartphones and tablets. Activities are centered on 'purchasing merchandise' and 'watching streams' rather than 'real-world/experiential' events. With spending mostly in the 'under 5,000 yen' range, it is clear that fan activity has become a culture that is enjoyed within one's own lifestyle and budget, utilizing digital content and SNS rather than relying on high-cost, in-person participation.