Creator
VTubers, or virtual YouTubers, are online entertainers who use computer-generated avatars to deliver their content. The trend began in primarily Japanese-speaking online circles but has achieved global recognition and popularity. Most VTubers models use Japanese animation aesthetics in their designs regardless of their regional origin.
Due to their virtual platform, VTubers can transcend the constraints of real-world gender, sex, and even physical limitations. Many creators have elaborate backstories, otherworldly or animal characteristics, and magical properties not possible in the real world. As a result, the trend gained widespread appeal as a form of escapism and a platform for unique parasocial relationships.
Vtuber History
Before coining the term "virtual YouTuber," the practice's conceptual predecessors began in the early 2010s. The earliest occurrence of a computer-generated avatar dates back to February 2010. Visual Novel Producer Nitroplus began uploading YouTube videos using a 3D animated model of their mascot, Super Sonico. In June 2011, vlogger Ami Yamato began posting blogs with an animated avatar speaking directly to the camera. The trend picked up in 2014, with VOCALOID weather girl Airi getting her own motion capture show and the creation of Eilene's first YouTube channel, which would eventually host Mirai Akari.
In 2016, Kizuna AI made her debut and first coined the term "virtual YouTuber." Within her first year, Kizuna reached 2 million subscribers, proving to many the viability of this content creation style. After the success of new VTubers Kaguya Luna and Mirai Akari in 2017, the trend saw a major uptick in activity. In 2018, the number of VTubers doubled within a two month period. Future major VTuber agencies, such as Ichikara Inc.'s Nijisanji and Cover Corp's Hololive Production, started building up their activity. By the end of 2019, many of these companies started international branches in Indonesia, South Korea, and China.
By 2020, the number of active VTubers surpassed 10,000. The year saw the rise of more English language VTuber agencies, such as VShojo in the United States and the HololiveEN branch. In 2021, the increase of accessible modeling and motion capture software made it easier than ever for creators to transition into the role of VTuber.
Typical Activity
While VTubers can engage in a wide range of content, they tend to fall into the category of variety streamers. Especially for members of large-scale agencies, the talent is expected to have some degree of singing talent as well as an aptitude for gaming. With these shared attributes, it is easier for VTubers to reach an audience with set expectations and collaborate with other creators.
Gaming
Video games have been a popular topic for YouTubers since the rise of Let's Plays in 2007. Since the 2018 VTuber boom, most creators live stream gaming content as an easy way to connect with viewers through their chat. Certain titles gained popularity among the VTuber community and became almost industry standards as a result. These typically include online, multiplayer battle royale games, like APEX Legends, and open-ended sandbox games, like Minecraft. Horror games became a popular genre due to the often comical, immersive experience it allows for viewers and VTubers. Regardless of their regular content, VTubers also tend to play casual mainstream games after their release, such as major Nintendo titles.
Singing
Due to the heavily vocal nature of VTubers, many end up posting song covers over time. Japanese language VTubers usually post covers under the term "utatte mita," borrowed from the song cover community on the NicoNico Douga app. Most covers feature popular songs from anime or VOCALOID producers and special illustrations for the accompanying video. Talented VTuber singers may expand their activity to include karaoke streams or original music. Several individual VTubers and VTuber groups have signed to major record labels to distribute music outside of their channel.
Popular Vtuber Companies
While the majority of active VTubers operate independently, most of the widely popular VTubers work under a management company. Smaller studios continue to form as the trend rises, but the two major agencies are the Japanese companies Hololive Production and Nijisanji.
Hololive Production
Hololive Production, usually shortened to Hololive, is the virtual talent agency under Japanese tech entertainment company Cover Corporation. The name Hololive originally referred to the company's 3D streaming app released in 2017. In 2018, the brand expanded to include Cover's first wave of female VTubers. Through the next year, Cover created several sub-groups, such as Hololive Gamers and Holostars, their male VTuber division. However, at the end of 2019, all virtual talent activity was consolidated into one agency, Hololive Production. Hololive manages some of the most popular VTubers active today, including Gawr Gura (Gauru Gura), Inugami Korone, and Minato Aqua.
Nijisanji
Nijisanji is the virtual talent agency from Japanese tech entertainment company Ichikara Inc. The group formed in January 2018, launching their first talent wave in February that year. Nijisanji uniquely refers to their talent as "virtual livers" or just "livers," a Japanese and English heteronym for their streamers. Through 2018, the company debuted talent in semi-segregated waves. These waves included the main group, Nijisanji Gamers, and Nijisanji SEEDs. By the end of the year, Nijisanji dissolved the group distinctions and integrated their members together. In June 2020, Nijisanji launched their official English YouTube Channel with translated clips of popular streams. As of May 2021, their most popular VTubers are Kuzuha, Tsukino Mito, and Kanae.