Live streaming platforms are very popular for both influencers and businesses in Japan. With Japan’s fast internet speeds, these platforms allow streamers to connect with their audiences in real-time.
In Japan, livestreaming is popular and the YouTube Super Chat gifting system, also known as Supacha (スパチャ) is commonly used. The Japanese word for this type of gifting is Nagesen (投げ銭), a virtual representation of the Japanese tradition of throwing coins into a wooden box at Shrines or tipping performers. Many of the top 20 most active YouTube Live channels worldwide are Japanese, and 14 of them are Vtubers. Japan contributes almost a fifth of YouTube Live activity and is the third largest country for YouTube traffic after the US and India. The potential domestic market size of Nagesen is estimated to be over 2 billion USD. Nagesen helps Anime, Idol and live fans to support through the YouTube Partner Program, with amounts ranging from 100 to 50,000 yen at a time, limited to 50,000 yen per day. Nagesen is also popular in Japan on the other biggest live streaming platforms such as Pococha, 17LIVE, Niconico, Showroom, and TwitCasting.
With so many live-streaming platforms in Japan, it can be overwhelming to choose the right platform to carry out influencer marketing. This article will help by introducing the top live streaming platforms in Japan.
Top 12 Live Streaming Platforms in Japan
- Youtube Live
- Twitch
- Hakuna Live
- Twitcasting
- Mirrative
- Showroom
- Niconico
- LINE LIVE
- 17Live
- Pococha
- BIGO LIVE
- MixChannel
1. YouTube Live
Category: application, web
65M monthly active users in Japan
YouTube Live Japan, a feature provided by YouTube that allows anyone with a YouTube channel to stream live video content, is the most popular live streaming platform in Japan. YouTube has a large audience, with over 2 billion viewers worldwide and 62 million viewers in Japan, making it a great platform to reach a wide audience with live content. There are many Japanese influencers steaming live content in Japan.
2. Twitch
Category: application, web
14M monthly active users in Japan
Twitch is the most popular game streaming platform in Japan, and you can find a diverse range of content, such as cooking, music, and video games. It’s particularly well-known for Japanese Gamer influencers and is the most commonly used platform for this purpose.
3. Hakuna Live
Category: application, web
3.5M monthly active users in Japan
Hakuna Live is a unique Japanese platform that offers a radio-like experience with a variety of content to explore. It’s beginner-friendly because you don’t have to show your face or appear on screen. It’s also a safe platform as the management team monitors live streams 24/7. Additionally, Hakuna Live offers multi-guest live streaming, allowing you to invite up to three guests to join in.
4. Twitcasting
Category: application, web
2.3M monthly active users in Japan
Twitcasting is one of Japan’s largest live streaming platforms, boasting a user base of over 30 million. The platform has a partnership with Twitter, which means that by connecting your Twitter account to Twitcasting, you can easily turn your followers into live streaming viewers. Additionally, live streams can be accessed and broadcast on mobile devices and computers, making it a versatile platform.
5. Mirrative
Category: application
700K monthly active users in Japan
Anyone can become a Japanese Vtuber and make their debut on this platform. Users can create their own avatar to live-stream and create content that covers a variety of topics such as texting, playing videos, gaming, and anything else you use your phone for. This platform is used by those interested in games and anime. It’s also easier to start compared to YouTube for those looking to earn money through the platform.
6. Showroom
Category: application
700K monthly active users in Japan
Showroom is the most popular app among Japanese pop idols. Many members of idol groups such as Nogizaka46 and Hinatazaka46 use this platform to give live-streams to their fans. As a result, the majority of viewers on Showroom are fans of these idols. The platform is visually stunning, displaying viewer avatars to create a concert-like atmosphere.
7. Niconico
Category: Website
700K monthly active users in Japan
Niconico is a well-known Japanese video-sharing website that shares similarities with YouTube. It’s also referred to as nikoniko or Nico Nico Douga in Japanese. In the past, Niconico was widely used by subculture enthusiasts as an alternative to YouTube, but over time, YouTube has attracted a large portion of its user base.
8. LINE LIVE
Category: application
650K monthly active users in Japan
Line Live is a unique Japanese platform that allows users to use filters and stickers to enhance their live streams. As it was launched by Japan’s most-used text messaging app, LINE, the potential audience is huge. Not only everyday users but also Japanese TV celebrities and artists can be found on the platform.
9. 17Live
Category: application
630K monthly active users in Japan
A lot of Japanese users take their first step as a live streamer on this platform as a side job. Since it was first launched in Taiwan, many non-Japanese users can also be found on the platform. The platform is known for holding various events, which provides opportunities for even those who have just started streaming to gain attention and earn money.
10. Pococha
Category: application
418K monthly active users in Japan
Pococha is a live streaming platform that aims to create a warm and homely atmosphere, cherishing the relationship between streamers and viewers. It has been growing in popularity and offers payment per hour, which means that even lesser-known streamers can earn. Viewers and their comments on Pococha are known for being heartwarming and kind, making it a welcoming community.
11. BIGO LIVE
Category: application
300K monthly active users in Japan
BIGO LIVE is a popular live-streaming platform that is popular not only in Japan but also across Southeast Asia. The platform’s motto is “Connect to the world and share beautiful moments.” One unique feature of the app is that users can record themselves and post the recording even without showing their faces. Being an international platform, BIGO LIVE allows users to interact with people from all over the world.
12. MixChannel
Category: application, web
282K monthly active users in Japan
MixChannel surpassed 10 million users in Japan. This platform is particularly popular among junior high and high school girls who enjoy discovering and sharing new things with others. MixChannel organises various events and provides opportunities for users to be featured in magazines and TV. One of the most popular streamers even became a model for a well-known Japanese fashion magazine. The overall atmosphere of the platform is kawaii, or cute.
Marketing on live streaming platforms in Japan
Live streaming has experienced a significant increase in popularity and has become more accessible to users in Japan. In this article, we have seen different types of live streaming platforms, such as radio-style streaming, and the number of users on each platform can make a difference. We recommend YouTube as the best place to work with video-based Japanese Influencers and live streamers. However, brands can choose to operate on a live streaming platform depending on the specific needs and the purpose of business. Stay tuned for more information about Japanese influencer marketing.
If you’re looking to work with Japanese Influencers, then please get in touch.
