A blending of motion-capture technology and Japanese pop culture, virtual YouTubers, so-called VTubers, have burst onto the scene of online video content creation. Initially coined by the Japanese VTuber Kizuna AI, who made her debut in 2016, the term “virtual YouTuber” refers to video content creators that use computer-generated avatars, usually in a visual style that is associated with Japan’s anime culture. VTubing holds a special appeal because its virtuality allows for innovative forms of creative expression and enables content creators to preserve their anonymity while making full use of their talents and humor. Although similar creators have existed since the early 2010s, the success of VTubers such as Kizuna AI since the mid-2010s as well as the progress of technology, which reduced the entrance barrier for independent talent and improved the audience experience, helped to popularize this media niche. This led to a VTubing boom across various
and the establishment of several VTuber agencies both in Japan and abroad.
VTuber agencies and the VTuber market
The
most popular VTuber agencies in Japan are Nijisanji and Hololive Production, which are operated by Anycolor Inc. and Cover Corporation. These companies generate revenues by engaging in various related businesses, such as livestreaming, tie-up advertising, merchandising, and events, which also includes concerts. The fan culture that surrounds corporate VTubers shares certain similarities with Japan’s idol fan culture, as many VTubers debut, generate a fan following, and then graduate at some point. The
sales value of the VTuber market was estimated to reach 80 billion Japanese yen in fiscal year 2023, up from just 14.4 billion yen in fiscal year 2020. The success of VTuber agencies in Japan has also spawned offshoots in other countries, such as VShojo in the United States and VirtuaReal in China, which is a joint venture between Anycolor and Chinese streaming giant Bilibili.
Culture of oshikatsu
One of the underlying elements of
fan culture in Japan is the idea of “
oshikatsu,” which is a Japanese word used to describe the activities fans engage in to support the artists or things they like. There is a broad range of activities that can fall into this category, such as collecting and sharing information, buying goods, participating in events, joining fan clubs, or visiting certain places. By engaging in
oshikatsu, people can show their enthusiasm and their devotion to a particular fan object. According to survey data, younger people are
more likely to engage in oshikatsu than older generations. Survey figures also show that 16.5 percent of people in Japan
have a VTuber they like or support. While there is a core fandom of VTuber fans that attend live concerts and purchase goods in various forms, it will be important to increase the opportunities for non-fans to come into contact with VTuber content and products for the market to grow further. Cover Corporation, for instance, cooperates with baseball teams such as the Tokyo-based Yomiuri Giants and the Los Angeles Dodgers by holding baseball games where fans can purchase Hololive-themed merchandise and listen to announcements and songs by VTubers.
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