Who Is The Biggest Youtuber From Japan

Incorporating video content into your marketing mix is becoming more crucial and the Japanese market is no exception. Cisco estimates that video traffic will swallow 82% of global internet traffic by 2022.

Whether y'all desire to create original videos or collaborate with video influencers to communicate with your audience, YouTube is a cardinal video distribution platform where 1.ix billion users are logged in globally. In Japan, 62 million users visit YouTube monthly. That's nearly half of the Japanese population! The question is who are the famous Japanese YouTubers generating all that traffic? Let'south notice out!

Summit Japanese YouTube Channels by Subscribers (Equally of May 2019)

YouTuber	Total Subscribers (in millions)	Total Playbacks (in billions)	Genre
i. Hajime-shyacho	7.89	6.two	Pranks/Challenges
2. HikakinTV	7.36	5.8	Pranks/Challenges
iii. Fischer's	v.56	vi.8	Pranks/Challenges
iv. Yuka Kinoshita	v.twenty	i.eight	Food
v. Tokai Onair	iv.43	3.8	Pranks/Challenges
six. Hikakin Games	iv.22	3.nine	Gaming
vii. Sushi Ramen	3.99	0.7	Pranks/Challenges
8. Mizutamari Bond	iii.93	ii.4	Pranks/Challenges
9. AAA Joken Toys	3.75	iv.1	Kids
10. JunsKitchen	3.59	0.ii	Cooking

Here are a few interesting characteristics of the top Japanese YouTubers:

Offset, 7 of the x popular Japanese YouTubers create "Pranks/Challenges" videos. These videos characteristic practical jokes, pranks, and eccentric challenges. Since these videos don't target any specific groups, they are typically seen past a broader audience. Also, the shocking and hilarious scenes from these challenges are more than probable to be shared on social media.

Second, most of these famous Japanese YouTubers belong to UUUM, a YouTuber Management Agency. UUUM was founded by Hikakin, one of the most prominent YouTubers in Japan, who works as the supreme advisor for UUUM. Equally I mentioned in my previous article, "Facts You Should Know Before Yous Tap Into Influencer Marketing in Japan", most Japanese influencers, including YouTubers, belong to an agency to streamline their business.

Hikakin, one of the nearly famous YouTubers in Nippon (Image Credit: Hikakin)

Third, near of the popular Japanese YouTube channels are run by male YouTubers. In fact, many male Japanese elementary students aspire to become YouTubers. According to a survey conducted past the Japan Association for Fiscal Planners, "YouTuber" ranked 6th as a dream job amid male uncomplicated school students in 2017. Many of the pranks and challenges on YouTube resemble the pranks that male middle school students would practise. Really, the members of Fischer'south started making videos when they were friends in middle school and the members of Mizutamari Bond effort challenges kids would beloved to do, but can't because their parents would never permit information technology!

Fischer's, friends since middle school (Epitome Credit: Fischer's)

The last affair we observe here is that the only female YouTuber ranked in the top ten is Yuka Kinoshita. She is known for broadcasting herself eating large portions of various foods. Let's look at the peak female Japanese female person YouTubers to sympathise the characteristics of their content and channels:

Top Female person Japanese YouTubers by Subscribers (As of May 2019)

YouTuber	Full Subscribers (in millions)	Total Playbacks (in billions)	Genre
one. Yuka Kinoshita	5.twenty	1.8	Nutrient
two. Naaachannel	1.91	858	Kids
three. Maataso	i.38	176	Beauty
4. ASMR suna	1.32	ane.32	ASMR
5. Sekine Risa	ane.27	3.8	Fashion/Beauty/Lifestyle
vi. fukurena	1.22	269	Beauty
vii. saaya	1.17	343	Way/Beauty/Lifestyle
8. Yukirinu	i.03	275	Challenges/Vlogs
9. Miki Kawanishi	1.00	151	Beauty
10. Nekoten	0.92	158	Vlog

Nosotros notice here that the biggest difference betwixt female and male YouTubers is that female YouTubers tend to specialize in categories such as beauty, fashion, lifestyle and other diverse genres.

Yuka Kinoshita, the "big eater". (Image Credit: Yuka Kinoshita)

Looking at the ranking by subscribers, y'all might think that female person Japanese YouTubers are non as influential as male Japanese YouTubers but that may non be true sincemany female video creators use other video sharing platforms made specifically for a female audiences. For example, C Channel, a Japanese online video platform, produces various video content targeted at women in their late teens or early 20'south. The content is distributed through social media channels and its app.

According to C Channel'due south media kit, it can reach 7.8 one thousand thousand female users in Japan, which is nearly the aforementioned reach as Hajime-Shacho, the summit male Japanese YouTuber. In its network, many video creators/influencers, called "clippers", share videos that the young female person audition is highly interested in, covering topics such as beauty, fashion, hairstyles, nail fine art, and DIY, etc. Female person video creators are very influential in the Japanese marketplace, even if they are not necessarily using YouTube equally their main content distribution channel.

YouTube Usage in Japan

According to research on media consumption in Japan conducted by The Japanese Ministry of Internal Affairs and Advice:

• YouTube usage is particularly high amidst teenagers and individuals in their twenty's. (Teenagers: 93.5%, individuals in their 20's: 94.0%).
• YouTube is popular not but among the younger generation, only as well, among older generations.
• Japanese men are more likely to watch YouTube than women. (Men: 74.9%, Women: 69.four%)

Social media usage by generation in Japan, 2017 (Source)

Be Aware of Backlash

Who remembers popular American YouTuber Logan Paul's video in the Japanese suicide woods? In the video, Paul and his friends were in the Aokigahara forest at the base of operations of Mountain Fuji which is known to be a popular place to dice by suicide in Nippon. He filmed the corpses and made jokes most those who committed suicide, causing outrage from many people on the cyberspace.

He is non the merely one who has produced these types of controversial videos though. A number of Japanese YouTubers take created extreme challenge videos that appalled viewers and received negative backlash on social media. Some of them were even arrested.

YouTube does accept a "Terms of Service" policy that regulates the type of videos users tin can upload on the platform. If violated, YouTube may take down the user'due south videos or channel from its site. (Yous can read YouTube'south guideline here.) However, dissimilar traditional media similar TV and radio, creators accept full creative control over the content they want to mail service as long as it doesn't violate YouTube'southward "Terms of Service."

In some cases, YouTubers hungry for fame would rather take risks and record farthermost pranks or questionable challenges to acquire more views. Some YouTubers aren't fifty-fifty aware when they are doing something inappropriate or immoral. Then, if you want to work with YouTubers, you really demand to pay attention to their content and not simply the content you are collaborating on, simply also, their previous videos. The wrong partnerships may damage your brand.

Takeaways

If you lot seek to piece of work with Japanese influencers, it's extremely important to empathize the context of the content that your potential collaborators produce. Pranks and challenges are the most popular videos to watch on YouTube and may help ameliorate your make'due south awareness among your target audience, but think, these types of videos also are in risk of controversy and backfire.

If you are not but the Japanese language, just besides the civilization is strange to you lot, I highly recommend working with somebody who is knowledgeable about both. Ideally, somebody who understands the value of your production/service and volition connect you to the correct Japanese YouTubers.

Here at btrax, we've helped many global brands identify the optimal manner to convey their values through influencer marketing along with other integrated marketing approaches. Want to know more about how nosotros can work together? Contact us here!

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Reference:

• UUUM IR information 2019

Edit by: Julie Saephan

Source: https://blog.btrax.com/top-10-japanese-youtubers/

Posted by: mckinneywhences.blogspot.com

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