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Virtual YouTubers, also known as VTubers, are YouTube or Twitch streamers who use an avatar with real-time motion capture instead of showing their own face.
The first VTuber was Japanese streamer Kizuna Ai in 2016, and today projects such as Niji Sanji and Hololive host a large number of extremely popular VTubers, boasting subscribers and views in the hundreds of millions.
The VTuber market is expanding rapidly. The VTuber market reached $2 billion in 2022, and has continued to grow at an annual rate of around 35%. The VTuber fan base is expanding not only in Japan but also overseas, and the global market size is expected to grow even larger.
A Super Chat is a paid feature on YouTube that allows users to post special messages during live streams or when videos are published. Users can send amounts ranging from 100 yen to 50,000 yen to streamers. The higher the amount, the longer the comment stays pinned at the top of the chat, and the more characters can be included in the message.
According to the global rankings released by Playboard (operated by DIFF, a South Korean company that collects and shares various YouTube data), the VTuber who received the most Super Chats in 2023 was Hakui Koyori from the VTuber agency Hololive Production, with a total of 78.18 million yen. Japanese VTubers dominate the Top 20 list, reflecting their popularity.
Super Chats allow viewers to make their comments more visible, increasing the chances of catching the streamer’s attention or having their comments read aloud. This feature enables viewers to support streamers and enjoy direct interactions with them. For streamers and their agencies, Super Chats represent a significant revenue source and are a unique monetization method characteristic of VTubers.
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Why have VTubers grown so rapidly in Japan? The reason is that VTubers are content that can simultaneously reach three major markets: the character design of the VTubers themselves appeals to fans of anime and manga, the parasocial interaction and performances match with fans of Japanese idols, and video game fans engage through live video game broadcasts and let’s play videos.
The year’s premier otaku event is Comiket (Comic Market), held every summer and winter at Tokyo Big Sight, attracting in the region of 750,000 visitors each time. Merchandise purchases thrive at Comiket, with the market size of anime and manga-related products reaching approximately 2 trillion yen. Sightseeing to visit the manga/anime stages is referred to as the “pilgrimage to sacred places.”
The idol market has been greatly influenced by the success of AKB48, the “idol you can go see.” Emphasizing direct interaction with fans through handshakes and theater performances, this has allowed fans to feel closer to their idols and has created a strong community. However, its pseudo-love nature did not fit perfectly with SNS, and this is where VTubers have the upper hand: VTubers are able to build strong bonds with their fans because of their continuous, real-time interactivity.
In general election events, fans vote for their idols to determine the ranking of the idols they support, with the results are widely covered in the media. Thus, a methodology has been established for expressing fan enthusiasm with money, and VTubers have also adopted this mechanism to strengthen interactive relationships with their fans through superchat and memberships.
Japan has a very large gaming market, and among this market, the PC and online gaming segment is a major fan base for VTubers. Nico Nico Douga in particular played an important role as an early platform for VTubers. On Nico Nico Douga, ‘I tried singing’ and ‘let’s play’ videos gained popularity and became the cornerstone of VTuber activities.
The Esports market is also expanding, with an increasing number of VTubers becoming active as professional gamers and distributors. The Esports market reached a billion dollars in 2023, and is only growing.
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VTubers are also playing an important role in tourism promotion. The Tokyo Metropolitan Government has appointed VTubers as tourism ambassadors to promote the appeal of Tokyo to visitors from elsewhere in Japan and overseas. Such initiatives are also attracting attention as part of regional revitalization.
For example, the Shima Spain Village in Mie Prefecture has successfully attracted tourists through VTubers, with the waiting time for the attraction at one point being longer than that for Tokyo Disneyland. VTubers are being used as a new way to connect actual tourist destinations with tourists, transcending the digital world.
VTubers are also actively collaborating with other industries such as music and fashion, and their influence is expanding. English-speaking VTuber Calliope Mori has achieved international attention by reaching 49th place on the Billboard charts. Many VTubers have made their debut in the music industry, such as by being in charge of anime opening songs (such as Ado and One Piece collaboration).
This fusion of cultures is a major vehicle for VTubers to appeal to fans not only in Japan but also around the world, and further growth is expected in the future.
Production company .LIVE created VTuber Dennou Shoujo Siro, standing alongside Kizuna AI in popularity. Additionally, the company has launched a female VTuber group that exclusively conducts live 3D streaming — foregoing 2D streaming — with their activities extending beyond YouTube to include books and television appearances.
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Cover started as a firm specializing in IT services and application development, before expanding to operate one of the most famous VTuber agencies Hololive Production, with approximately 35 million fans.
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Nijisanji has expanded its overseas branch, NIJISANJI EN, into English-speaking regions and China, aiming to attract passionate global fans through localization efforts in various countries — having collaborated with local businesses and participated in 26 overseas events between April and December 2023. In April 2022, its parent company was listed on the Tokyo Stock Exchange, a first for VTuber companies.
The VTuber business demonstrates strong compatibility with various markets, and its growth remains robust. The global VTuber market is projected to reach approximately ¥2.5 trillion by 2028 (source). Overseas expansion is expected to accelerate further, making collaboration or partnerships between international companies and Japanese VTuber firms increasingly likely.
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