[2026 Latest Edition] The reality of “Oshikatsu” asked 20,000 people nationwide!

Hello!
This is the ``Cheer Ad Lab'' operated by ``Cheering AD'', which investigates and researches support activities and support advertisements.

This time, we will be releasing the latest 2026 version of “Oshikatsu” survey data!
・How many people do you support?
・What genres are you promoting?
・It has become commonplace to have “more than one person”⁉
We will introduce everything from basic information about Oshikatsu to recent trends.✨

More than 1 in 4 people have a “pusher”!

In today's era of ``100 million total pushers'', how many people actually have a ``pusher''?
A survey of men and women aged 15 to 79 nationwide found that28.5% of people have a “favorite”, more than 1 in 4 peopleIt has climbed to .

In addition, more than half of the people (52.4%) have something they like and support.We live in an era where it is natural to have something you like.It has become.

When we think of oshikatsu, we have an image of young women, but in reality,More than 30% of both men and women in their 30s have a favorite person.I am. FurtherFor women, more than 30% of people in their 50s recommend it.
Even among seniors in their 60s and above, there were many people who reaffirmed their favorite singers and actors as their "favorites" and supported them.

What do most people recommend?

1st place: Artist/Singer/Band 31.5%
2nd place: Anime/manga characters 27.2%
3rd place: Baseball player/baseball team 24.6%
4th place: Male idol (Japan) 21.2%
5th place: Drama/movie actor (Japan) 19.9%

When we hear the word ``Oshi,'' we think of idols or anime characters, but in reality, ``Oshi'' spans a wide variety of genres.
Due to the influence of the word "Oshi" becoming established,Many men prefer athletesIn fact, the third most popular genre was baseball players/teams.

[Male/Gender/Age] Top 3 favorite genres

Even when looking at men and age groups,Male baseball players/teams rank in all age groupsThis shows the popularity of baseball.⚾👀
Among Generation Z aged 15-29, YouTuber ranks second.It feels like the youth of today. Also, anime and manga characters are always in the top 3 until the age of 40, and the popularity of anime is still strong!

[Female / gender/age] Top 3 favorite genres

The recommended genres for women by gender and age are:As expected, Japanese idols are popular among a wide range of generations!It was ranked in a wide range of age groups up to the age of 50.
and like menAnime and manga characters rank high among people in their 40s and olderThis shows that anime is popular among both men and women.

Also,Many women in their 50s to 70s prefer drama/movie actors.is also a feature! We're from the TV generation, and as we see it more often in our daily lives, we may have come to like it.

“Pulling more than one person” is the norm⁉

The average number of guesses is2.7 pieces。
Especially among young people between the ages of 15 and 29, there are many people who recommend more than one.There was a trend, and the average number of guesses was 3.2.

In this background,Having someone to support is not something special, but more and more people are enjoying it casually as a hobby.There are many things that can be mentioned.
In fact, 76.0% of Oshikatsu participants answered, ``I want to do Oshikatsu as a hobby without overdoing it.'' Rather than getting absorbed in one person's push,The style of ``enjoying multiple oshi activities at your own pace and gaining daily energy'' is good because it seems like you can enjoy oshi activities for a long time.✨

What kind of things do you do when you say “Oshikatsu”?

[Push activities with high implementation rate]
1st place: Participation in live performances, stages, concerts, and matches 46.9%
2nd place: Checking favorite SNS and appearance information 45.4%
3rd place: Watch videos and books about Oshi 44.0%

After all, the best thing is to participate in live events where you can see the Oshii directly! The top three were the basic support that can be seen in fan activities from the past.

What is unique about ``Oshikatsu'', which is different from support, is that it is not limited to participating in official events and purchasing goods.Support activities led by fansIt is.

[Fan-based promotion]
Celebrating your favorite birthday or anniversary 22.3%
Promotion/creation of support goods 12.2%
Production/dissemination of derivative works/fan art 8.4%
Plan and invest in support advertisements 4.3%

As fan-based promotion activities become more popular, interactions between fans become more active, and the passion for their promotions increases even further. Furthermore, recently, due to the spread effect on SNS, suchFan behavior becomes a trigger for new fan influx and increases content excitement.It also contributes to this.

Many fans are conscious of “fandom”!

Do you know the word "fandom"?
Fandom is a word that refers to a group of fans (supporters) who have the same preferences. Even if you don't know about fandom,There is a “fan name” and a collective sense of fans!Isn't there a lot of people who are promoting this?

Fan names have been a culture often seen among idols and sports teams since before Oshikatsu became popular! Many VTubers these days decide on a fan name from the beginning of their activities.

[Fan name example]
BTS fan➡ARMY
Momoiro Clover Z fan➡mononov
hanshin tigers fan➡Torakichi
Tokinosora fan➡Sora tomo...etc.

When we investigated whether there is such a collective consciousness (fandom consciousness) among fans, we found that``Fans who support as a fan'' (42.5%) are about 4 times more aware of fandom than ``light fans who like and support them'' (11.6%)I understand that.

It is precisely because of this strong sense of fandom that “I want all the fans to get excited about their support! ” and support advertisements and other “fan-based promotions” may be on the rise.

Summary

Latest version in 2026! The following was found from the promotional survey data:✨
・More than 1 in 4 people have a favorite person (15 to 79 years old)
・There are “favorites” regardless of age or gender!
・“Oshikatsu” is no longer a fad, but a hobby that blends into everyday life
・Approximately 60% of people prefer multiple
・Fan-based activities such as the creation of support goods and support advertisements are increasing!
・The background of fan-based promotion is influenced by “fandom consciousness”

⇓This article is based on the research below. Click here for details.

In the future, "Cheer Ad Lab" will continue to disseminate the latest research results regarding promotion and support advertisements!

Look forward to the next update✨

“Oshikatsu/Support Advertisement Survey 2025” Survey
Research entity: JR East Japan Planning Co., Ltd. “Cheering AD”
Research method: Internet questionnaire survey
Survey period: December 26, 2025 to January 9, 2026
Survey area: Nationwide
Survey target: Men and women aged 15 to 79
Number of samples: 22,009