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krige 5 hours ago [-]
That's a bit... late to the party. I can't find when the article was published, but the phenomenon "went worldwide" several years ago by the means of COVID. These days the vtubing as an industry is in a somewhat stable state, if not a possible decline, going by viewership hours over the same period. Many big EN and JP names have already retired too.
maeln 3 hours ago [-]
For the big VTuber corporate brand, for sure. But the indie VTuber scene as exploded. It used to be fairly expensive to get in the hobby, and you needed to be technically savy or have someone be for you. Now there is a lot of free and open-source VTuber software that don't need complex setup, just a webcam. And you can easily commission a few hundred bucks an artist to get your whole character and animation.
This made the barrier almost inexistent. And since showing your actual face was a big stop for a lot of people, vtubing has allowed a lot of people to get into streaming. There are thousands of <100s viewers vtuber right now.
krige 3 hours ago [-]
It's not 2018 anymore, so that's not quite true. By now free models have been there forever, and indies have been using them for as long. I mean, Filian has already been using one over 4 years ago.
Which caused some problems with merchandising, but that's a different can of worms.
rmunn 4 hours ago [-]
It quotes figures from Q1 of 2026, so it was definitely published this year.
flobosg 3 hours ago [-]
According to the article metadata:
"datePublished":"2026-07-16T08:18:37+09:00"
valorzard 4 hours ago [-]
Yeah it really hit its peak with gen 1 of Hololive English I want to say, along with the explosion of indie vtubers on twitch and stuff that followed.
A lot of female content creators I followed online became vtubers.
HikaruStation used to be a singer, but now she’s a whale Vtuber by the name of Bao.
AmaLee (of LeeAndLie) also got famous through anime song covers, but she’s mostly a vtuber now.
I think the current vtuber “market” is a lot harder to break into now than it used to be though.
vehemenz 49 minutes ago [-]
The last section should have been titled “Why Do People Watch It?” because I finished the article still wondering.
numpad0 31 minutes ago [-]
The VTuber phenomenon is often framed as escape hatch for streamers who do not prefer to show faces; IMO, it couldn't have worked if audiences found it disappointing - the audiences must prefer the presenter hiding their face than prominently displaying it. I think that's more noteworthy than the person behind it opting to hide their faces.
ledoge 2 hours ago [-]
Strange omission to talk about the general anti-AI sentiment, while not mentioning that the #3 most-watched English VTuber (Neuro-sama) is an LLM – who is actually widely accepted as a "good" use of AI by other VTubers and viewers.
numpad0 19 minutes ago [-]
Does anyone actually believe the premise of Neuro-sama that she is an AI? The original premise was that she is a lightweight AI model livecoded on streams, but that is obviously not the case anymore.
rmunn 4 hours ago [-]
The first time I encountered VTubing, I thought the point was just to hide your face, for various reasons. Being sensitive about your looks, not wanting to attract stalkers, whatever. But there's apparently a lot more to it; I was surprised.
ta8903 4 hours ago [-]
There's a lot of indie vtubers who do it for that reason. It's just that the biggest ones are corporate.
ben_w 3 hours ago [-]
If I were to make YouTube videos of the camera-to-face variety, I would cloak my face and voice both to avoid stalkers and to avoid deepfakes of each.
But against the flood of videos even before all the AI-generated content churned out by people who don't care about quality, I think I will instead just not make any.
sunaookami 2 hours ago [-]
That's what many western VTubers don't get, they see it as an "avatar" for themselves which is not what VTubing is. It's supposed to be a completely different persona with no connection to your real identity. It completely dilluted (and I would say even ruined) VTubing in the west.
Dilettante_ 2 hours ago [-]
Maybe they do get it, but are choosing to lean more into the authenticity angle. An art form, a medium, evolves when new cultures and sub-cultures take it up and add their own stuff, both the creator and the audience.
Maybe from their perspective they're correctly doing it their way, instead of, as in your perspective, failing to do it your way.
hgoel 22 minutes ago [-]
You might prefer things to be that way, but it's important to remember that's an absurd expectation. Especially in the west with how frequently vtubers graduate and show up under a different name.
The "different persona" stuff is responsible for some of the most serious abuses the industry has surfaced, and the increasing treatment of VTubing as an avatar is a direct consequence of that.
Cytobit 1 hours ago [-]
Supposed by whom?
gkanai 4 hours ago [-]
The two largest vtuber agencies/companies are publicly traded in Japan.
The stock prices are not great all things considered- I think that the vtuber audience needs something new/different to broaden beyond it's current market base AND I think investors would rather put money into AI related stocks than IP/vtuber related stocks.
sph 52 minutes ago [-]
> The two largest vtuber agencies/companies are publicly traded in Japan.
Which makes their popularity as organic as the explosion of the K-Pop mania.
Steve16384 12 minutes ago [-]
Anyone remember Max Headroom?
2 hours ago [-]
teleforce 3 hours ago [-]
I think this can be very fun, practical amd enjoyable approach for teaching and sharing online techical contents especially presenting to the younger generations, but focusing on the non-AI generated contents.
It can be a very good trade-off between the sloppy AI and the boring lectures.
I can see myself doing this in the future, but why they need agents for VTubing, is it because of VTubing platform, marketing/promotion or payment?
Some VTubers treat it as a gateway into Japanese idol culture. So being part of an agency helps them with access to resources and opportunities for that sort of thing, e.g. voice acting gigs, appearances at events, planning concerts, recording studios, 3d motion tracking studios and brand sponsorships.
usagisushi 1 hours ago [-]
Agencies are helpful for the tech and business side, sure, but as the article mentions, the indie scene has exploded. Plenty of creators are putting out high-quality stuff entirely on their own [1].
So, nothing is stopping you from giving it a shot. People are already looking into using VTubing for education, too. [2]
Moreover, these days as more people experiment with real-world integration and interactive setups, the traditional constraints of being a VTuber are really starting to disappear.
Marketing and promotion, some level of organization involved (coordinating streams with collaborators etc) and merch deals, I think?
Not all of them need it - plenty of full independents out there. But even some small ones group together to hire a manager and form a little "network" I think.
perching_aix 4 hours ago [-]
*Went worldwide, half a decade ago.
bakugo 2 hours ago [-]
The latest and greatest method of exploiting and monetizing the male loneliness epidemic.
brabel 2 hours ago [-]
Are VTubers mostly attractive looking female characters?
nemomarx 1 hours ago [-]
The extreme majority, yeah. The guys doing it are less popular, although they also have a kind of "anime husband" aesthetic.
RobotToaster 20 minutes ago [-]
> The guys doing it are less popular
I get the impression that a lot of the female characters are dudes.
nisegami 11 minutes ago [-]
It's quite rare for that to be the case, at least in the English speaking side of the Vtubing world. I can really only think of one example.
sph 50 minutes ago [-]
Attractive looking cartoon characters, if you’re into that sort of thing.
AlecSchueler 2 hours ago [-]
Alternatively the male porn abuse epidemic.
rimworld 2 hours ago [-]
aka digital twining
yieldcrv 4 hours ago [-]
lol the assumptions remind me of the late 90s and early 2000s
where routine benign things such as playing an offline game with a character that didn’t look like you and a different gender was considered to mean something it didn’t, outside of the gaming community
This made the barrier almost inexistent. And since showing your actual face was a big stop for a lot of people, vtubing has allowed a lot of people to get into streaming. There are thousands of <100s viewers vtuber right now.
Which caused some problems with merchandising, but that's a different can of worms.
A lot of female content creators I followed online became vtubers. HikaruStation used to be a singer, but now she’s a whale Vtuber by the name of Bao.
AmaLee (of LeeAndLie) also got famous through anime song covers, but she’s mostly a vtuber now.
I think the current vtuber “market” is a lot harder to break into now than it used to be though.
But against the flood of videos even before all the AI-generated content churned out by people who don't care about quality, I think I will instead just not make any.
Maybe from their perspective they're correctly doing it their way, instead of, as in your perspective, failing to do it your way.
The "different persona" stuff is responsible for some of the most serious abuses the industry has surfaced, and the increasing treatment of VTubing as an avatar is a direct consequence of that.
https://finance.yahoo.co.jp/quote/5253.T?term=2y
https://finance.yahoo.co.jp/quote/5032.T?term=2y
The stock prices are not great all things considered- I think that the vtuber audience needs something new/different to broaden beyond it's current market base AND I think investors would rather put money into AI related stocks than IP/vtuber related stocks.
Which makes their popularity as organic as the explosion of the K-Pop mania.
It can be a very good trade-off between the sloppy AI and the boring lectures.
I can see myself doing this in the future, but why they need agents for VTubing, is it because of VTubing platform, marketing/promotion or payment?
Obligatory VTuber Wikipedia entry [1].
[1] VTuber:
https://en.wikipedia.org/wiki/VTuber
So, nothing is stopping you from giving it a shot. People are already looking into using VTubing for education, too. [2]
Moreover, these days as more people experiment with real-world integration and interactive setups, the traditional constraints of being a VTuber are really starting to disappear.
[1]: https://www.moguravr.com/pq-vtuber-live-review/ (ja) [2]: https://steam-library-gov.note.jp/n/nd0907ba91174 (ja)
Not all of them need it - plenty of full independents out there. But even some small ones group together to hire a manager and form a little "network" I think.
I get the impression that a lot of the female characters are dudes.
where routine benign things such as playing an offline game with a character that didn’t look like you and a different gender was considered to mean something it didn’t, outside of the gaming community