What’s a VTuber?

Streaming can be an incredibly lucrative hobby for a select few, even becoming a full-time career for some. It’s clear that over the last decade, consumers are willing to spend hours watching their favorite streamers do everything from cook, paint, eat, game, and even sleep.

But what if a streamer doesn’t want to trade their privacy for subs? Does this mean they won’t be successful in a streaming career?

On the contrary, many streaming personalities rely on an element of mystery to keep their identity private, whether for safety reasons or otherwise. Beyond the use of a screenname, they may hide their face behind a mask or utilize clever camera angles to keep their likeness hidden. Or, they may choose to adopt a new identity altogether. Enter VTubers.

What is a VTuber?

VTubers were first popularized in Japan in the mid 2010s. They’re now seen as Internet personalities in their own right, completely separate from the people that bring them to life.

The concept is simple: through the use of motion capture technology and some custom 2D and 3D art, streamers can assume a different (typically anime-inspired in appearance) visage. They can create an entirely new character to use, or they perhaps roleplay as popular characters from pop culture or television shows. The avatar isn’t where the illusion ends; some VTubers use voice modulation and blue screen backgrounds to further immerse viewers in their curated world.

Why are consumers clamoring for VTubers?

While VTubers use avatars and software to enhance their stream, they still need to have the rapport with their audience and the personality to keep viewers coming back for stream after stream. Like regular streamers, a good VTuber is charismatic and engages with their audience through streams, fostering conversation in the chat and having a laugh with their viewers.

VTubers have been steadily climbing the streaming ranks on YouTube and Twitch, which has led many companies and agencies to create VTuber personalities of their own. The top VTuber on Youtube, Gawr Gura, has over 4.5 million subscribers and is represented by an agency that specializes in supporting VTubers. Companies like Netflix and Sanrio have gotten in on the VTubing fun, with VTuber personalities that engage with consumers on a deeper level while promoting brand awareness across different social media and streaming platforms.

Some VTubers have become household names alongside traditional streamers. Ironmouse, a VTuber with over 2 million subscribers on Twitch, has been streaming since 2017. In the last seven years, her presence on the platform has only grown, and she now runs a VTuber agency and has a few awards for her streams to boot. During a 2024 charity subathon, she broke the record for most subscribers to any streamer, VTuber or otherwise.

How can a VTuber promote my game?

As showcased above, VTubers are a trusted voice within the gaming industry. They’re streamers that can bridge the gap between brands and their audience. Promoting your game with a VTuber is an inventive way to get gamers excited about the new season by showcasing gameplay through a brand-safe streamer.

The combination of immersive video and VTuber solutions in tandem with our other activations across our portfolio means your gamer will reach a well-rounded audience of dedicated gamers. If you’d like more information about how we can create a bespoke campaign to promote your game, contact us here.