The Hermetic World of Nico Nico

When we think about video sharing platforms, YouTube and TikTok are usually the first that come to mind. However, in Japan, there exists an equally dynamic and creative world that evolves somewhat in the shadow of global giants – that is Nico Nico Douga. This unique platform, though it may not be as recognizable internationally, is an integral part of Japanese internet culture, offering a unique look at what truly moves the hearts and minds of the Japanese.

Nico Nico Douga differs from its global counterparts in many ways. It is characterized not only by content specific to Japan, but also by unique social interaction features, allowing users to share their thoughts and reactions in real time while watching videos. It's not just a platform for watching videos; it's a dynamic, living community where creators and viewers coexist, creating incredibly personal experiences.

We will not write here about what Nico Nico Douga is, the history of this platform, and its main functionalities. We have already written about this here: "Nico Nico Douga: Japan Responds to YouTube". Today, we will take a closer look at the biggest stars, pioneers, well-known tubers, and virtual characters who run their channels on Nico Nico and co-create this platform, with content primarily aimed at the domestic market, for the Japanese.

Main Creators on Nico Nico Douga

At the heart of Nico Nico Douga lies a community of creators – both live and virtual, who have transformed this platform into a pulsating hub of creativity and innovation. In this section, we will focus on those who have not only gained fame on Nico Nico Douga but have also influenced the shape of Japanese digital culture. Each of these creators brings something unique to the platform, from intriguing pseudonyms and their origins, through fascinating career development stories, to impressive statistics and above all - influential works. It is their creativity and perseverance in building a community that has made Nico Nico Douga something more than just a video sharing platform.

We will take a closer look at who these creators are, what career paths they have chosen, and what successes they have achieved, both on the platform and beyond. In telling their stories, we will delve into the diverse aspects of Japanese digital creativity – from music to film, from animation to virtual reality. We will also analyze how their activities contributed to the development of Nico Nico Douga, creating a phenomenon that goes beyond the platform's boundaries, resonating in the wider culture and community.

Nico Nico in Numbers

Nico Nico Douga, with over 80 million registered users by 2023, is a powerful media platform in Japan. Every hour, it generates over 5 million views, and about 3,000 new videos are added daily. These statistics testify to its significant role in Japanese internet culture and the strong engagement of the community. The Nico Nico app itself brought in over $3.3 million in profit in 2022. It is estimated that over 15% of the Japanese nation are regular users of this platform. Among the creators of Nico Nico Douga who have a significant impact are figures such as Hikakin, who has over 3 million followers and has exceeded a billion views on his channels. Meanwhile, virtual YouTuber Kizuna AI, with over 5 million subscribers, has become a global phenomenon.

These characters not only generate impressive numbers in terms of views and subscriptions but have also transformed their popularity into profitable ventures. For example, Kizuna AI has expanded her activities beyond the platform, engaging in the production of goods such as figurines, clothing, and accessories, as well as in music publications and participation in advertisements. Other creators, such as Gero, known for song interpretations, and Amatsuki, have achieved success not only through popularity on Nico Nico Douga but also through the sale of music albums and live concerts. Their business activities extend to a wide spectrum of products, from digital downloads to physical albums to gadgets and clothing, but their business beginnings were on Nico.

These data and examples of creators' activities on Nico Nico Douga show how the platform has become an incubator of talents, as well as an important player in the entertainment and e-commerce industry. Let's take a closer look at what exactly drives the community of fans – creators.

Content Creators on Nico Nico Douga

Hatsune Miku (初音ミク): Virtual Singer – A Pioneer

Hatsune Miku, undoubtedly one of the most recognizable characters on Nico Nico Douga, is a virtual singer created using Vocaloid technology. Her name, meaning "the first sound of the future", perfectly reflects her impact on musical culture. Starting her career on Nico Nico Douga, Miku quickly won the hearts of fans with her synthetic voice and animated image. Her presence on the platform led to countless covers, remixes, and original compositions, as well as inspiring a huge number of fan arts and animations.

Miku, as a Vocaloid icon, played a key role in shaping Japanese subculture music and significantly influenced the Nico Nico Douga community. Her popularity quickly crossed the platform's boundaries, leading to live concerts with holograms, collaborations with global brands, and participation in international events. Her phenomenal growth showed the amazing potential of virtual characters in the world of entertainment.

  >>CHECK ON NICO NICO: ttps://www.nicovideo.jp/watch/sm40899070

Kazuo Umezu (楳図 かずお): Manga Artist Transforms His Craft

Kazuo Umezu, originally known as a manga creator, also gained fame as a YouTuber and on Nico Nico Douga. His original works, often mixing elements of horror and surreal humor, made him a cult figure among manga and anime fans. His transition to the Nico Nico Douga platform allowed him to reach a new audience and develop his career in new directions.

Umezu used Nico Nico Douga not only to promote his works but also to interact with fans and experiment with various forms of content, including videos and live broadcasts. His influence on Nico Nico Douga culture is evident in how he encouraged other creators to explore new forms of storytelling and expression.

  >>CHECK ON NICO NICO: https://www.nicovideo.jp/watch/so18196983

Amatsuki: From Covers to Original Albums

Amatsuki, starting his career on Nico Nico Douga, quickly gained popularity with his song covers. His unique voice and interpretation style won him a wide fan base. Over time, Amatsuki began creating his own songs, showcasing his compositional and vocal skills.

His impact on Nico Nico Douga is profound, as he transformed the platform into a place where young artists can develop their talents and build a career. Amatsuki's success on the platform led to the release of his own albums and concert organization, showing how creators can transition from the amateur online scene to the professional music world.

  >>CHECK ON NICO NICO: https://www.nicovideo.jp/watch/sm27811704

Gero: From Nico's Screen to Concert Halls

Gero, known on Nico Nico Douga as a vocalist and musician, gained popularity with his energetic and emotional song interpretations. His career on Nico Nico Douga laid the path to the professional music scene. Gero stands out for his ability to blend different musical genres, earning him numerous fans.

His influence on the Nico Nico Douga community is significant, as he showed that passion and hard work can turn a hobby into a full-fledged career. Thanks to his popularity on Nico Nico, Gero expanded his activities to music publications and live performances, solidifying his position as an important figure in Japanese music.

  >>CHECK ON NICO NICO: https://www.nicovideo.jp/watch/sm16775196

Kizuna AI: Pioneer of Virtual YouTubing

Kizuna AI, the first virtual YouTuber to gain popularity, started her activities on Nico Nico Douga. Her unique style and interactivity quickly caught viewers' attention. Kizuna AI is not just a digital character; she has become a symbol of a new era in digital media, combining technology with entertainment.

Her impact on Nico Nico Douga culture and beyond is immense. She transformed her popularity into a business, engaging not only in content creation but also in merchandise sales, brand collaborations, and participation in international events. Her success shows how the boundaries between reality and the digital world are becoming increasingly fluid.

  >>CHECK ON NICO NICO: https://www.nicovideo.jp/watch/sm40100599

Natsuiro Matsuri: Techno-Traditional Festivals

Natsuiro Matsuri, a popular VTuber, won the hearts of millions of fans on Nico Nico Douga with her charming image and humorous content. Her channel has garnered over 700,000 subscribers, and her videos regularly achieve millions of views. Matsuri is known for her "Virtual Festivals" series, which combines traditional Japanese culture with modern technology, creating a unique and engaging experience for viewers. Her impact on Nico Nico Douga is undeniable, contributing to the rising popularity of the Virtual YouTuber format.

  >>CHECK ON NICO NICO: https://www.nicovideo.jp/watch/sm43184052

Bakusute Sotokanda Icchome: Pop Idols of Otaku Culture

The idol-pop group Bakusute Sotokanda Icchome, known from Nico Nico Douga, captured fans' hearts with their energetic performances and catchy songs. Their biggest hit, "Baito Fighter," quickly went viral, reaching over 2 million views, making them some of the most recognizable idols on the platform. Their unique blend of pop and otaku culture elements gained them nationwide popularity, introducing new trends in the idol music world.

  >>CHECK ON NICO NICO: https://www.nicovideo.jp/watch/so18372232

Moemi & Yomemi: Virtual Reviewers

Moemi & Yomemi, virtual characters known from Nico Nico Douga, gained popularity as reviewers and commentators. Their channel has attracted over 500,000 subscribers, and their videos regularly exceed hundreds of thousands of views. They are particularly known for their "Moemi's Game Reviews" series, where they combine humor with insightful observations about new games and technology. Their impact on Nico Nico Douga is clear, as they have contributed to the popularity of the virtual reviewer format.

  >>CHECK ON NICO NICO: https://www.nicovideo.jp/watch/sm32881958

Deco*27: Innovative Musician

Deco27, a renowned music creator and producer, gained immense popularity on Nico Nico Douga, amassing over 2 million subscribers and hundreds of millions of views. His most famous songs, like "Ghost Rule" and "Egomama," went viral, attracting both fans and critics. Deco27 is a master at blending modern sounds with deep messages, making him one of the most influential artists in the Japanese music scene. His works not only dominated Nico Nico Douga charts but also achieved commercial success, with multiple albums and live concerts.

  >>CHECK ON NICO NICO: https://www.nicovideo.jp/watch/sm11398357

Mirai Akari (未来明): Virtual Influencer Changing the Face of Entertainment

Mirai Akari, one of the most recognizable Virtual YouTubers on Nico Nico Douga, revolutionized the world of digital entertainment. Her channel, with over a million subscribers and numerous videos exceeding a million views, became a place for interacting with fans and presenting a variety of content, from talks to games. Akari is known for her "Akari's Life" series, where she combines everyday situations with the virtual world, creating unique and engaging stories. Her impact on Nico Nico Douga is immense, and her activities extend to numerous collaborations with brands and events.

  >>CHECK ON NICO NICO: https://www.nicovideo.jp/watch/sm32578878

Kenshi Yonezu (米津玄師): The Voice of a Generation

Kenshi Yonezu, one of the biggest music stars on Nico Nico Douga, gained fame for his extraordinary compositional and vocal skills. His hit 'Lemon' became one of the most-watched videos on the platform, exceeding 500 million views. Yonezu is recognized as one of the most influential artists of his generation, with albums like 'Bootleg' and 'Stray Sheep' quickly becoming bestsellers, solidifying his position in the music scene.

  >>CHECK ON NICO NICO: https://www.nicovideo.jp/watch/sm41427909

Hikakin (ヒカキン): Beatboxer Who Transformed His Passion into a Career

Hikakin, known on Nico Nico Douga as a beatboxer and content creator, brought further innovation to the world of digital music. With over 2 million subscribers and hundreds of millions of views, he became one of the most recognizable creators on the platform. His unique renditions of popular songs and original beatbox compositions gained international attention. Hikakin not only developed his career on Nico Nico Douga but also established his own production company and collaborated with global brands.

  >>CHECK ON NICO NICO: https://www.nicovideo.jp/watch/sm42102959

Siro (グロ注意): Gameplay and Humor

Siro, a popular Virtual YouTuber, gained popularity on Nico Nico Douga with her lively character and engaging content. Her channel, with over half a million subscribers, became a hub for fans seeking humor and entertainment. Siro is known for her 'Siro Plays' series, where she explores various video games, attracting both gaming enthusiasts and a broader audience. Her influence on Nico Nico Douga is significant, and her activities extend to numerous campaigns and events.

  >>CHECK ON NICO NICO: https://www.youtube.com/watch?v=g6O5lYEcwIU

Kagamine Rin/Len (鏡音リン・レン): The Vocaloid Duo

Kagamine Rin and Len, created as a Vocaloid duo, quickly gained popularity on Nico Nico Douga. As brother and sister, their unique voices and distinctive images inspired the community to create countless songs and animations. One of their most famous songs, Rin's 'Meltdown,' went viral on the platform, achieving millions of views, and their collaborative album 'Kagamine Rin/Len V4X' was highly acclaimed by fans. Their impact on Nico Nico Douga culture is profound, as they became icons for music creators and animators, as well as the wider Vocaloid fan community.

  >>CHECK ON NICO NICO: https://www.nicovideo.jp/watch/sm10282629

Megurine Luka (巡音ルカ): The Multilingual Vocaloid

Megurine Luka, known as a multilingual Vocaloid character, gained international popularity for her ability to sing in both Japanese and English. Her distinctive, gentle voice became a favorite tool for creators on Nico Nico Douga. One of her biggest hits, 'Just Be Friends,' quickly went viral, reaching millions of viewers and cementing her position as one of the most influential Vocaloid characters. Luka not only influenced the musical culture on Nico Nico Douga but also became a bridge connecting different languages and cultures, enabling her to reach a global audience.

  >>CHECK ON NICO NICO: https://www.nicovideo.jp/watch/sm28375740

Impact and Significance of Nico Nico Douga

Nico Nico Douga has had a tremendous impact on Japanese internet culture, becoming not just a content-sharing platform but also an important venue for subculture development. It pioneered online interaction, allowing users to comment on videos in real time. This innovative approach made the community more engaged and interactive. Works like Gumi and Miku's 'Matryoshka,' which achieved over 20 million views, demonstrate how Nico Nico Douga became a stage for artists to gain wide recognition.

As a hub of creativity, Nico Nico Douga played a key role in developing new trends. It was the birthplace of many memes and virals that later gained worldwide fame, such as 'Nyan Cat' (more about memes and virals on Nico will be written in the next article of this series). The platform was also significant for the development of the Vocaloid scene, with characters like Hatsune Miku becoming global phenomena. Nico Nico Douga is a testament to how a platform can influence culture and create new forms of art.

Nico Nico Douga Compared to Other Platforms

Comparing Nico Nico Douga with global platforms like YouTube, which had 2 billion registered active users in 2022, the differences are clear. While YouTube focuses on broad reach and diversity of content, Nico Nico Douga focuses more on niche, subcultural aspects, offering a platform for specific groups and interests. The 'Vocaloid Opera' series with Hatsune Miku, which gathered millions of views, shows how Nico Nico Douga supports more experimental and niche forms of art, which later, after a period of incubation on this rather hermetic platform, mature and 'come to light' (i.e., on YouTube, or TikTok).

What makes Nico Nico Douga unique is its community aspect – the ability to comment on videos in real time creates a unique dynamic and sense of community. This feature, combined with a strong emphasis on creativity and user-generated content, distinguishes Nico Nico Douga from other platforms. Unlike YouTube, where algorithms often dictate the content shown, Nico Nico Douga encourages deeper exploration and engagement in specific subcultures.

Conclusions for the Future

Looking to the future, Nico Nico Douga faces opportunities for further development and adaptation in the dynamically changing world of digital media. Potential directions for development include greater integration with VR and AR technologies, which could further enhance the experiences of interactivity and immersion in internet culture. Addressing challenges such as maintaining community authenticity in the face of increasing commercialization, as well as preserving user privacy and data security, will be crucial. Dynamic adaptation to new trends and technologies will be key to maintaining a leadership position in the field of digital creativity and subcultures.

Nico Nico Douga has exerted and continues to exert a significant influence on Japanese digital culture, serving as a platform for creators, an incubator of new trends, and a meeting place for an engaged community. From pioneering creators like Hatsune Miku to viral phenomena that crossed the borders of Japan, Nico Nico Douga has proven to be not just a content-sharing platform but also an important element of contemporary internet culture. Differing from global platforms with its unique character and strong community bonds, it remains a valuable source of inspiration and innovation.

 A connoisseur of Asian culture with a deep-seated appreciation for various philosophies of the world. By education, psychologist and Korean philologist. By heart, an Android developer and an ardent tech aficionado. In tranquil moments, he champions a disciplined way of life, firmly believing that steadfastness, perpetual self-enhancement, and a dedication to one's passions is a sensible path for life.

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  Mike Soray

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