Fans around the world show their devotion in unique ways, but few cultures rival the intensity of Japan’s fan base, who are known for their unwavering loyalty to their oshi — whether an idol, entertainer or character. Derived from the verb osu, meaning “to support” or “to push forward”, the term reflects fans’ role as key backers of their oshi. They spend a lot on merchandise, from limited-edition CDs to exclusive goods, viewing them as symbols of support and connection.
This oshikatsu culture has contributed to the success of live-streaming platforms like 17Live, Line Live (owned by SoftBank and Naver), Pococha and Showroom (both owned by Tokyo-listed DeNA), and Bigo Live (owned by Nasdaq-listed Joyy), along with smaller platforms like MixChannel and Spoon, enabling them to generate steady revenue.
International brands like Google, ByteDance and Amazon are also capitalising on the live streaming trend by hosting streamers on platforms like YouTube, TikTok and Twitch. These platforms typically follow a similar revenue model: they either take a commission on direct donations from fans or enable fans to purchase in-app “gifts” to send to the streamers they wish to support.
For 17Live, the top three streamers on its platform currently are those with the usernames of Sara, Mike and Moe, having generated 21.8 million, 13.5 million and 13.3 million Babycoins, respectively, over the past month as of Nov 14. Babycoins are the platform’s in-app currency, which can be purchased with traditional money (fiat currency). The Babycoins generated by the top three Livers equal roughly $79,000, $49,000 and $48,000, respectively.
Live events are a key part of Japanese oshi culture, with fans frequently travelling long distances to attend performances and meet-and-greets, often spending large sums on tickets and event-exclusive items to get closer to their favourites.
As The Edge Singapore observed at 17Live’s seventh-anniversary event in Tokyo, over 1,000 fans attended in person, and an additional 17,000 joined virtually. Attendees watched as their favourite oshi won awards in 13 different categories.
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Fans cheered with props and merchandise, while Livers expressed heartfelt gratitude. The overwhelming support moved some to tears.
Making streaming sustainable
Still, companies like 17Live cannot afford to stagnate and expect fans to remain loyal without continuous platform improvements. By leveraging user data, 17Live has introduced several innovations, including updates to its “gifting” system.
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Chief technology officer Ng Jing Shen explains that the platform has introduced a “snack” level system, allowing viewers to send gifts to Livers without making a purchase. Users can earn “snacks” by watching live streams for a set duration.
This is important for the new streamers, who may not have big supporters yet, says Ng. “We do recognise that it is hard to grow, and there’s not a lot of big whales out there. This is our approach to making the small Livers’ streams more sustainable.”
A recently introduced feature, the “army”, allows Livers to create subscription models for superfans, known as “armies”, who can access exclusive content. This is similar to paid content on platforms like Patreon or OnlyFans, but unlike them, 17Live does not allow explicit content.
“If the Livers strategise this feature wisely, they can even get their armies to support them in different events. This would subsequently allow them to create an engaging community that helps them to emerge on top in these ranked events,” says Ng.
Popular virtual live streamer Izumi Yunohara, represented by 774 Inc, presented the V-Liver Award at the 17Live anniversary event. Photo: 17Live
These features are also extended to V-Livers. Although these V-Livers typically never reveal their real faces, they are also able to gain loyal supporters, allowing them to host physical events without leaving their homes. In Japan, there are plenty of virtual talent concerts, with some even holding nationwide tours.
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Earlier this year, Singapore hosted Virtual Rhapsody, one of Asia’s largest offline virtual talent concerts, at Suntec City Convention Centre. The event featured eight streamers from Anycolor’s talent agency Nijisanji and offered VIP ticket holders a meet-and-greet session, where fans could interact with their favourite streamers in booths equipped with large portrait screens. 17Live also regularly hosts similar concerts, though the company has yet to hold one in the city-state.
In the meantime, 17Live continues to provide aspiring V-Livers with various tools and regularly introduces new features. Since last year, users have been able to upload avatars directly from smartphones and stream without the need for additional hardware or software, lowering the barriers to entry. This feature has since been improved, making it even easier for streamers to appear as animated characters.
Also in the works are plans to expand its use of AI tools in the future. Currently, AI personalises user recommendations and supports backend operations. The team also aims to translate content for key markets like Japan, broadening its reach to users outside these regions. “We have a lot of goals, and the team is working on many things all at once. Hopefully, bit by bit, we will be able to improve the platform and make it more appealing to streamers and users,” says Ng.
