The Rise and Impact of Japanese VTubers in the Digital Age
JAPANTECHNOLOGY TRENDS
Timothy Sze
7/9/20245 min read
The emergence and evolution of Japanese VTubers (Virtual YouTubers) signify a remarkable blend of technology, culture, and entertainment, reshaping the landscape of digital content creation and audience engagement.
This blog aims to delve into the world of Japanese VTubers, exploring their origins, rise to fame, and the unique elements that make them a cultural phenomenon, while also addressing the ethical and societal implications of this burgeoning industry.
What are VTubers?
VTubers are digital avatars, often in anime style, used by content creators to interact with audiences online.
They engage in activities similar to traditional YouTubers, such as vlogging, gaming, and live streaming, but with the added intrigue of digital avatars.
These avatars are animated using motion capture technology, tracking the movements and expressions of the person behind the character, thus bringing a 2D or 3D model to life.
VTubers Participation in Mainstream Media and Events
The inclusion of VTubers in mainstream events and media is a testament to their growing influence.
For instance, Hololive JP's third-generation VTuber, Houshou Marine, was invited to perform at the "FNS Kayousai," a long-standing music program by Fuji Television, marking the first time a VTuber was featured on such a platform.
This milestone reflects the expanding presence of VTubers beyond online platforms and their acceptance into traditional entertainment sectors.
VTuber's Audience Demographics and Engagement
Research conducted by SheepDog in Japan reveals interesting insights into the VTuber audience.
The survey, which focused on adults aged 30-49, found that 69% of respondents do not watch VTuber content at all.
However, 14% reported watching VTuber streams almost daily. Interestingly, the study also highlighted gender differences in engagement, with men watching VTuber streams 2.5 times more than women.
The Rise of VTuber Agencies
Recognizing the potential in virtual idols, companies like Cover Corporation launched Hololive, a smartphone app enabling users to view live streams of virtual characters.
This move democratized the VTuber industry, allowing more creators to adopt virtual avatars and expand their creative freedom.
Additionally, agencies like ANYCOLOR Inc.’s Nijisanji played a significant role in the international expansion of the VTuber phenomenon
What is 中の人 in the VTuber industry?
The person who provides the voice and operates the virtual character is referred to as 中の人, literally "person inside" or 魂, meaning "soul".
Most of these individuals do not reveal their real-life identities.
At most, some may conduct live streams showing hand movements while wearing gloves or using other coverings, such as when creating clay figures or doing actual cooking demonstrations.
VTuber's Global Reach and Cultural Impact
The VTuber phenomenon, which was valued at USD 2.2 billion in 2022 and projected to exceed USD 13.2 billion by 2023, is not confined to Japan but has garnered global attention and investment.
A notable development in this space is the introduction of anime-style avatars by NAVER Z on their platform ZEPETO.
This innovation is significant as it makes the VTuber market more accessible, breaking down the skill and cost barriers traditionally associated with creating VTuber characters. ZEPETO's platform, with its user-friendly content creation tools, extensive customization options, and AI technology, is enhancing the VTuber experience.
This move also demonstrates the platform's commitment to broadening the scope of virtual avatars, making it a comprehensive and immersive experience for users globally.
VTuber Conclusion
The Japanese VTuber landscape is a dynamic and evolving realm, intertwining technology, culture, and entertainment in unique ways.
From their origins as novel digital entertainers to becoming a significant part of Japan's mainstream media and cultural exports, VTubers represent a fusion of traditional entertainment values with cutting-edge digital innovation.
As they continue to gain global traction, they not only entertain but also challenge and reshape societal norms and perceptions of celebrity and entertainment.
Their continued evolution and impact on both the virtual and real worlds remain a fascinating area for observation and study.
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The Pioneers of the VTuber Phenomenon
Japan's foray into virtual idols predates VTubers, with characters like Hatsune Miku capturing the public imagination.
However, it was Kizuna AI, debuting in 2016, who became the first VTuber, setting a precedent for the industry. Her avatar was entirely created and animated in 3D, making her a pioneer in this domain.
The Rise of Individual VTubers
The VTuber phenomenon isn't limited to corporate-backed characters.
Independent VTubers, like TanZ from Japan, have also gained popularity, often driven by grassroots support from online communities.
For instance, TanZ's subscriber count skyrocketed from 1,300 to 4,300 within five days, thanks to a surge in attention from Taiwanese netizens on the PTT C_Chat platform.
This example illustrates the power of community support in propelling individual VTubers to fame.
Image Credit: PR Times
VTuber Economic Success and Revenue Streams
VTubers have become a multi-million dollar industry, with top VTubers earning substantial income through platforms like YouTube's Super Chat feature, where fans can pay to highlight their messages during live streams.
This economic success is complemented by sponsorships, merchandise sales, and brand partnerships.
VTubers as Intellectual Property
VTubers are increasingly being recognized as valuable intellectual property that can be leveraged across various products and media.
For example, the virtual idol Kizuna AI has expanded beyond streaming to become a brand ambassador for SoftBank's 5G service.
Similarly, other VTubers have been featured in commercials, music videos, and even their own merchandise lines, demonstrating their potential as marketable IP.
The growing popularity of VTubers has also brought attention to legal considerations, particularly regarding intellectual property rights.
VTubers and their creators must be careful to protect their intellectual property rights to avoid disputes.
For instance, the case of Projekt Melody, a well-known VTuber who faced copyright issues with the artist who designed her avatar, highlights the importance of clear agreements and ownership of digital assets.
VTuber Societal and Ethical Implications
Despite the economic triumph, the VTuber industry faces ethical and societal challenges.
Gender dynamics, especially involving young female avatars and their predominantly male fanbase, raise concerns about gender stereotypes and objectification.
Moreover, controversies involving VTubers have highlighted the difficulties in accountability and governance in this virtual space.
Image Credit: pilot.co.jp
Timothy Sze is co-founder of ToAsia.biz with over 15 years of Enterprise IT project experience with Global companies, especially Japan.