The Vtuber Boom: An Introduction and The Secret to Their Success

On November 29, 2016, a new genre of “YouTuber” was kicked into the limelight and boggled everyone’s minds. This YouTuber challenged the norm and, without even knowing it, would eventually change the streaming scene for years to come. Who is this YouTuber you may ask? Well, she’s none other than Kizuna Ai, the world’s first virtual YouTuber.

Before continuing any further, we need to address what exactly a virtual YouTuber is. Coined by Kizuna Ai herself and shortened to "vtuber" by many, virtual YouTubers are online content creators who use a digital persona generated using computer graphics created with an anime-inspired style in mind (Whether every vtuber needs to resemble an anime art style is debatable, but it’s the most common definition).

Kizuna Ai started posting content on her channel, “A.I. Channel”, on November 29, 2016. Kizuna Ai’s videos had a format similar to prerecorded comedy routines, skits, and variety entertainment that you could find on a Japanese talk show. The only difference was that the person behind it all was virtual.

This content allowed for Kizuna Ai to gain over 100,000 subscribers in only a matter of months, and many of her earlier videos raked in millions of views. A handful of other vtubers followed in her footsteps and created the same content, but none gained as much recognition as the one who started it all.

Over time, Kizuna Ai’s channel died out and her videos struggled to hit over 100,000 views, although she was (and still is) the vtuber with the most subscribers. When the company behind Kizuna Ai, Upd8, introduced new personalities with different voices for the character as a last ditch effort, her views declined once more. Nowadays, Kizuna Ai’s videos barely reach 100,000 views and although she practically kick-started vtubers, she isn’t as relevant anymore.

As the years went on, vtubers were slowly becoming a thing of the past. Even though they still had some popularity in Japan, every other part of the world was moving on; comedy routines weren’t cutting it anymore. If vtubers were going to make a comeback, there would not only need to be fresh content but also a lot of reconstructing.

Luckily, in early 2018, Ichikara Inc. launched an app called Nijisanji for the iPhone. This app, which uses the same technology Apple used to bring its Animojis to life, allowed people to map their faces onto anime characters. As proof of concept, the company created a group of anime streamers to show what the software could do. When Ichikara Inc. saw an explosion in unexpected popularity within their new streamers, it forced the company to reconsider their business decisions and rebrand the project as an agency for virtual youtubers.

Nijisanji’s vtubers did two things. One, it changed the norm for vtubers. What was once an industry releasing comedic content with anime characters created using complex technology suddenly became streaming centric and could be done using an iPhone and a decent gaming PC. Two, it completely changed the vtuber game. In Kizuna Ai’s prime, there weren’t too many vtubers, about a couple hundred. Now, there are thousands of them, creating content on Twitch or YouTube ranging from video games to drawing to even business economy lectures.

Even with Nijisanji’s contributions, the major company credited for the “vtuber boom” is Hololive Production. Founded on December 2, 2019, Hololive is a virtual YouTuber talent agency whose vtubers double as Japanese idols. Unlike Nijisanji, Hololive aims their vtubers towards a male audience and has stricter rules, which are commonly found in idol agencies in Japan. In comparison, Nijisanji regularly releases both male and female talent and is more lax regarding rules.

As soon as Hololive was founded, many vtubers signed with them saw minor success that continued to grow as the days went on. To keep their fans entertained, both Nijisanji and Hololive release new talent regularly, with Hololive’s focus being on females. Not that male Hololive members don’t exist; they’re mainly under the “Holostars” brand name.

However, the peak of popularity for vtubers would occur during the summer of 2020. Although their exponential growth in popularity is because of a variety of reasons, I believe there are three primary reasons for it: the COVID-19 pandemic, the accessibility, and the social aspect surrounding them.

To get it out of the way, let’s start with the easy one. With the discovery of COVID-19 in late 2019 and worldwide lockdowns taking place during the middle of March the following year, this left many people to their devices. No one likes being bored and to fight it off, we look to different entertainment like reading or watching TV. Since its founding in 2005, watching videos on YouTube has become a primary source of entertainment for many, and there’s no exception to that during a time where many need to stay home to protect their loved ones.

With people staying inside, not only would more people watch vtuber’s streams, it would also introduce many to them. This creates a domino effect, where people talk about vtubers, others are curious about them, and eventually check them out. In short, a period where people can’t go outside and do much worked out in vtubers’ favor.

Next is the accessibility of vtubers. Since the early days of anime, there’s been many translators dedicated to interpreting Japanese dialogue and creating subtitles for other languages. Of course, Kizuna Ai and many other vtubers have these devoted fans as well. These Japanese translators find clips from livestreams, convert them into the language of their choice, and put them on the internet for others to see. Unsurprisingly, these fansubs can gain anywhere from hundreds to millions of views and can travel to many places on the internet.

Seeing the popularity vtubers were gaining in the West, Hololive, Nijisanji, and other content creators took notes. Small creators, realizing the amount of recognition and popularity of these virtual anime characters were receiving, started becoming “indie vtubers’’, and used different computer programs to bring their persona to life. Indie and independently produced vtubers aren’t bound by any major contracts; they do their own thing. Some of these indie vtubers include Kagure Mea, Shigure Ui, and Pikamee.

Hololive’s breakout in the English scene of vtubers is… insane. Seeing how their Japanese talent was gaining fame in the West, Hololive formed a new management branch called Hololive EN. Here, 5 english-speaking talents made their debut on September 9th, 2020. Almost immediately, these channels blossomed into some of Hololive’s most successful vtubers yet. These 5 girls included Mori Calliope, Takanashi Kiara, Ninomae Ina’nis, Amelia Watson, and Gawr Gura. Each of them has over 500,000 subscribers and Gawr Gura currently has the most subscribers out of anyone under the Hololive brand, with (at the time of writing this) 2.14 million subscribers. Keep in mind, these members have only been around for almost 5 months! With both content continuously flowing from both the all Hololive branches, this currently makes Hololive the biggest company producing vtuber content.

As for Nijisanji, they announced back in December 2020 that they would hold auditions for their own English-speaking vtubers. No announcement has been made on when these new talents will make their debut, but I expect it to come within the next few months. With many awaiting their arrival, it’ll be fun to see where Nijisanji’s popularity stands after their introduction.

Finally, the last explanation for the vtuber boom is because of the social element they bring to the table. The rise in the popularity of vtubers is a cultural shift. The standards of entertainment are emphasizing authenticity and honest expression. This legitimacy is something live streamers meet more effectively than television or film. With no one writing scripts for them or telling them what they need to do, vtubers have gone from anime girls in comedy skits to being actual people with genuine experiences that the audience takes in vicariously. These people who are unscripted, unedited virtual streamers who work using improv and their own personalities have become far more popular and profitable in recent years.

Not to mention, people can interact with these people in real time. Especially during a time where social experiences with other people are limited, being able to have fun with someone and others with the same passion is extremely important. Humans thrive on social interactions; they’re naturally social butterflies. Although these people are using anime avatars, it doesn’t diminish how engaging and heartfelt these people can be; it’s almost like engaging in a conversation with someone.

Whether they’re here to stay forever or will be a thing of the past in a few months, vtubers are some of the most innovative and creative people to come from the last few years. With the profitable and feel-good nature these streamers carry, I don’t see the vtuber trend dying out soon; I only see growth from here on out. Their wide range of content, wacky yet creative personas, and varying personalities allow for anyone to be a fan. Who knows? Maybe your next favorite YouTuber is one click away!