VTuber

{{Short description|Streamers that use virtual avatars}} {{Use American English|date=March 2023}} {{Use mdy dates|date=March 2023}}

[[File:Kizuna AI - SCP Foundation 2.png|thumb|Kizuna AI was the first VTuber to achieve breakout popularity.]]A {{nihongo|'''VTuber'''|ブイチューバー|BuiChūbā|lead=yes}} or {{nihongo|'''virtual YouTuber'''|バーチャルユーチューバー|bācharu YūChūbā}} is an online entertainer who uses a virtual avatar generated using computer graphics. Real-time motion capture is often used to capture movement and changes in facial expression. The digital trend originated in Japan in the mid-2010s, and became an international online phenomenon in the 2020s.<ref>{{cite news|url= https://restofworld.org/2021/vtubers/|title= Japan's virtual YouTubers have millions of real subscribers — and make millions of real dollars|publisher= Rest of World|date= July 26, 2021|access-date= March 28, 2023|archive-date= February 6, 2022|archive-url= https://web.archive.org/web/20220206081758/https://restofworld.org/2021/vtubers/|url-status= live}}</ref><ref>{{cite web|url=https://www.scmp.com/video/asia/3177097/virtual-youtubers-behind-famous-avatars-japan-make-millions-superfans|title=Virtual YouTubers behind famous avatars in Japan make millions from superfans|date=9 May 2022|website=South China Morning Post|access-date=May 28, 2023|archive-date=May 28, 2023|archive-url=https://web.archive.org/web/20230528151454/https://www.scmp.com/video/asia/3177097/virtual-youtubers-behind-famous-avatars-japan-make-millions-superfans|url-status=live}}</ref> The majority of VTubers are live streamers. By 2020, there were more than 10,000 active VTubers.<ref name="PANORA" /> Although the term is an allusion to the video platform YouTube, they also use websites such as Niconico, Twitch, Facebook, Twitter, and Bilibili.

VTubers are associated with Japanese popular culture and aesthetics, such as anime and manga,<ref name="dazon" /><ref>{{Cite journal |last=Bredikhina |first=Liudmila |date=March 1, 2021 |title=Virtual Theatrics and the Ideal VTuber Bishōjo |url=https://shs.hal.science/halshs-03781959 |url-status=live |journal=Replaying Japan |volume=3 |pages=21 |archive-url=https://web.archive.org/web/20221222214922/https://shs.hal.science/halshs-03781959 |archive-date=December 22, 2022 |access-date=December 22, 2022}}</ref> and moe anthropomorphism with human or non-human traits.<ref name="dazon" /> Some VTubers use anthropomorphic avatars, including non-human characters such as animals.<ref name="Polygon2021">{{cite news |last1=Hernandez |first1=Patricia |date=February 18, 2021 |title=The otter who became an accidental VTuber star |url=https://www.polygon.com/2021/2/18/22289309/twitch-vtuber-chester-otter-vr-kris-yim-animation |url-status=live |archive-url=https://web.archive.org/web/20210316211837/https://www.polygon.com/2021/2/18/22289309/twitch-vtuber-chester-otter-vr-kris-yim-animation |archive-date=March 16, 2021 |access-date=March 19, 2021 |work=Polygon |quote=The internet has seen a torrent of different types of 'VTubers' over the last year, and while some models are fusions of humans and creatures, few have broken through as straight-up animals.}}</ref>

The first entertainer to use the phrase "virtual YouTuber", Kizuna AI, began creating content on YouTube in late 2016. Her popularity sparked a VTuber trend in Japan, and it spurred the establishment of specialized agencies to promote them, including major ones such as Hololive Production and Nijisanji. Fan translations and foreign-language VTubers have marked a rise in the trend's international popularity.<ref name="Polygon2020">{{Cite web|last=Chen|first=James|date=November 30, 2020|title=The Vtuber takeover of 2020|url=https://www.polygon.com/2020/11/30/21726800/hololive-vtuber-projekt-melody-kizuna-ai-calliope-mori-vshojo-youtube-earnings|access-date=December 14, 2020|website=Polygon|archive-date=December 8, 2020|archive-url=https://web.archive.org/web/20201208180104/https://www.polygon.com/2020/11/30/21726800/hololive-vtuber-projekt-melody-kizuna-ai-calliope-mori-vshojo-youtube-earnings|url-status=live}}</ref> Virtual YouTubers have appeared in domestic advertising campaigns and have broken livestream-related world records.

== Overview == [[File:伏見ガク.png|thumb|upright=1.35|Screenshot of a VTuber stream, with viewers communicating live with the character. The character/performer shown is Fushimi Gaku of Nijisanji.]]

[[File:Animal_VTuber_toucan_Yasaihime_VP.jpeg|thumb|A VTuber presented in the animal form of a toco toucan]]

VTubers use avatars created with programs such as Live2D, portraying characters designed by online artists.<ref name="VTubers Japan Times">{{Cite web|last=Nagata|first=Kazuaki|date=July 17, 2018|title=Japan's latest big thing: 'virtual YouTubers'|url=https://www.japantimes.co.jp/news/2018/07/17/national/japans-latest-big-thing-virtual-youtubers/|access-date=December 14, 2020|website=The Japan Times|archive-date=February 14, 2019|archive-url=https://web.archive.org/web/20190214122631/https://www.japantimes.co.jp/news/2018/07/17/national/japans-latest-big-thing-virtual-youtubers/|url-status=live}}</ref> VTubers are not bound by physical limitations, and many of them engage in activities that are unconstrained by their real-world identity.<ref name="dazon">{{Cite web|last=Dazon|first=Laura|date=March 16, 2020|title=Virtual Youtubers – What's the appeal?|url=https://cardiffstudentmedia.co.uk/quench/culture/virtual-youtubers-whats-the-appeal/|url-status=live|access-date=December 14, 2020|website=Quench|archive-date=January 21, 2021|archive-url=https://web.archive.org/web/20210121134912/https://cardiffstudentmedia.co.uk/quench/culture/virtual-youtubers-whats-the-appeal/}}</ref><ref name="BBC" /> Some VTubers, particularly those from marginalized communities, choose to use avatars to reflect their online identity for personal comfort and safety reasons.<ref name="FinancialTimes2021">{{Cite news |last=Faber |first=Tom |date=April 20, 2021 |title=VTubers and the Women Behind the Masks |work=Financial Times |url=https://www.ft.com/content/9d8ec8be-1329-4840-8428-e787058169ff |access-date=December 22, 2022 |archive-date=November 28, 2022 |archive-url=https://web.archive.org/web/20221128053810/https://www.ft.com/content/9d8ec8be-1329-4840-8428-e787058169ff |url-status=live }}</ref><ref>{{Cite web |last=Mancuso |first=Devin |date=December 15, 2020 |title=The Rise of VTubers as Social Media Influencers, Explained |url=https://www.virtualhumans.org/article/the-rise-of-vtubers-as-social-media-influencers-explained |access-date=December 22, 2022 |website=www.virtualhumans.org |archive-date=November 28, 2022 |archive-url=https://web.archive.org/web/20221128144409/https://www.virtualhumans.org/article/the-rise-of-vtubers-as-social-media-influencers-explained |url-status=live }}</ref> Transgender VTubers may use their avatars as a means to better reflect their preferred presentation to their audience.<ref>{{Cite book |last=Turner |first=Anna Birna |url=http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-53529 |title=Streaming as a Virtual Being: The Complex Relationship Between VTubers and Identity |date=June 24, 2022 |pages=35 |access-date=December 22, 2022 |archive-date=March 28, 2023 |archive-url=https://web.archive.org/web/20230328233130/http://mau.diva-portal.org/smash/record.jsf?pid=diva2%3A1676326&dswid=449 |url-status=live }}</ref>

VTubers often portray themselves as a kayfabe character, not unlike professional wrestling; Mace, an AEW wrestler who himself began streaming on Twitch as a VTuber in 2021, remarked that the two professions were "literally the same thing".<ref>{{Cite magazine|last=D'Anastasio|first=Cecilia|title=He's a WWE Star and a Vtuber. Those Worlds Aren't So Different|magazine=Wired|url=https://www.wired.com/story/brennan-williams-mace-jibo-wwe-vtubing/|access-date=September 27, 2021|issn=1059-1028|archive-date=August 25, 2021|archive-url=https://web.archive.org/web/20210825221046/https://www.wired.com/story/brennan-williams-mace-jibo-wwe-vtubing/|url-status=live}}</ref> Ironmouse described her character as being akin to a superhero costume.<ref name ="Bloomberg2022">{{Cite web |date=April 6, 2022 |title=Twitch's New Star Is Anime Avatar Ironmouse |url=https://www.bloomberg.com/news/articles/2022-04-06/twitch-s-new-star-of-streaming-charts-is-anime-avatar-ironmouse |access-date=April 22, 2022 |website=Bloomberg}}</ref><ref name = "Polygon2020"/>

=== Technology === {{See also|Video game live streaming#Equipment}} thumb|A VTuber using hand tracking|alt=Tan skin brown hair brown eyes blonde slick back ponytail jeans white tube top and sunglasses A VTuber's avatar is typically animated using a webcam and software, which captures the streamer's motions, expressions, and mouth movements, and maps them to a two- or three-dimensional model. Both free and paid programs have been developed for loading models and performing motion capture, with some capable of being used without a webcam (albeit with pre-determined animations), and some also supporting virtual reality hardware, or hand tracking devices such as the Leap Motion Controller.<ref name ="Polygon2021"/><ref name=":3" /><ref name=":4" /><ref name="TechRadar2021">{{Cite web |last=Weatherbed |first=Jess |date=December 24, 2021 |title=How to be a Vtuber |url=https://www.techradar.com/how-to/how-to-be-a-vtuber |access-date=April 20, 2022 |website=TechRadar |archive-date=December 28, 2021 |archive-url=https://web.archive.org/web/20211228054947/https://www.techradar.com/how-to/how-to-be-a-vtuber |url-status=live }}</ref>

Some programs offload motion tracking to external phone cameras via mobile apps to save system resources, and take advantage of hardware features (such as Face ID on iPhone) that can enable more precise motion capture.<ref name="TechRadar2021"/> In 2022, VTube Studio released an update allowing for AI-accelerated facial motion capture using Nvidia RTX graphics cards.<ref>{{Cite web |date=2022-09-27 |title=How VTube Studio's NVIDIA integration is making VTubing more accessible |url=https://www.dexerto.com/tech/how-vtube-studios-nvidia-integration-is-making-vtubing-more-accessible-1942399/ |access-date=2024-09-26 |website=Dexerto }}</ref> The proprietary animation software Live2D is typically used to rig two-dimensional models constructed from drawn textures, while programs such as VRoid Studio can be used to create three-dimensional models.<ref name=":3">{{Cite web|last=Martinello|first=Eva|date=January 29, 2021|title=The best VTuber software|url=https://dotesports.com/streaming/news/the-best-vtuber-software|access-date=September 1, 2021|website=Dot Esports|archive-date=September 1, 2021|archive-url=https://web.archive.org/web/20210901020943/https://dotesports.com/streaming/news/the-best-vtuber-software|url-status=live}}</ref><ref name=":4">{{Cite web|last=Çakır|first=Gökhan|date=January 29, 2021|title=How to become a VTuber|url=https://dotesports.com/streaming/news/how-to-become-a-vtuber|access-date=September 1, 2021|website=Dot Esports|archive-date=September 1, 2021|archive-url=https://web.archive.org/web/20210901020942/https://dotesports.com/streaming/news/how-to-become-a-vtuber|url-status=live}}</ref><ref name ="Polygon2021"/> Commissioned models can cost as high as US$2,000 depending on their level of detail.<ref name=":0">{{Cite web|last=Hernandez|first=Patricia|date=September 14, 2020|title=Why Pokimane's Vtubing Twitch stream has everyone talking|url=https://www.polygon.com/2020/9/14/21436437/pokimane-imane-anys-twitch-vtubing-vtuber-anime-livestream-mainstream-popularity|access-date=September 1, 2021|website=Polygon|archive-date=July 3, 2022|archive-url=https://web.archive.org/web/20220703144545/https://www.polygon.com/2020/9/14/21436437/pokimane-imane-anys-twitch-vtubing-vtuber-anime-livestream-mainstream-popularity|url-status=live}}</ref> By contrast, some VTubers, colloquially known as a "PNGTuber" (in reference to the PNG image format), use sprites as opposed to a rigged model, with different frames for conveying different emotions or actions.<ref>{{Cite web |date=February 12, 2022 |title=The Growing VTuber Community - The Gate's Wide Open |url=https://animecorner.me/the-growing-vtuber-community/ |access-date=May 14, 2022 |website=Anime Corner |archive-date=May 26, 2022 |archive-url=https://web.archive.org/web/20220526005729/https://animecorner.me/the-growing-vtuber-community/ |url-status=live }}</ref>

=== Agencies and commercialization === Major VTubers are often employed by talent agencies, with business models influenced by those used by Japanese idol agencies. Streamers are employed by an agency (sometimes via open auditions)<ref>{{Cite web |date=2024-09-25 |title=hololive English Opens 1st Auditions for Male Virtual YouTubers |url=https://www.animenewsnetwork.com/interest/2022-03-07/hololive-english-opens-1st-auditions-for-male-virtual-youtubers/.183269 |access-date=2024-09-25 |website=Anime News Network }}</ref> to portray characters developed by the company, which are then commercialized via merchandising and other promotional appearances, as well as traditional revenue streams such as monetization of their videos, and viewer donations.<ref name=":9" /><ref name=":2" /> Another holdover from idol groups is the use of the term ''graduation'' to refer to a VTuber retiring their character and/or leaving an agency on amicable terms.<ref name=":9">{{Cite web|last=Marinescu|first=Jake Dean, Delia|date=June 10, 2021|title=The Virtual YouTube World Is in Uproar. What's the Virtual YouTube World?|url=https://slate.com/technology/2021/06/kiryu-coco-graduating-vtube-hololive.html|access-date=November 8, 2021|website=Slate Magazine|archive-date=November 8, 2021|archive-url=https://web.archive.org/web/20211108010227/https://slate.com/technology/2021/06/kiryu-coco-graduating-vtube-hololive.html|url-status=live}}</ref><ref name=":2">{{Cite web|title=The Vtuber Industry: Corporatization, Labor, and Kawaii|url=https://www.vice.com/en/article/the-vtuber-industry-corporatization-labor-and-kawaii/|url-status=live|access-date=November 8, 2021|website=Vice|date=December 22, 2020 |archive-date=May 31, 2022|archive-url=https://web.archive.org/web/20220531221328/https://www.vice.com/en/article/akdj3z/the-vtuber-industry-corporatization-labor-and-kawaii}}</ref><ref name="Hashimoto-2024" />

In agencies, a VTuber's character and other assets are often the intellectual property of the agency; former corporate VTubers may transition to streaming independently under an alternate persona, with their past identity treated as an open secret.<ref name=":10">{{Cite web |last=St. Michel |first=Patrick |date=February 16, 2024 |title=High-profile shakeups prompt scrutiny of virtual YouTuber industry |url=https://www.japantimes.co.jp/life/2024/02/16/digital/vtuber-nijisanji-selen-tatsuki/ |url-status=live |archive-url=https://archive.today/20240216034220/https://www.japantimes.co.jp/life/2024/02/16/digital/vtuber-nijisanji-selen-tatsuki/ |archive-date=16 February 2024 |access-date=February 16, 2024 |website=The Japan Times}}</ref><ref name=":11">{{Cite web |last=Lada |first=Jenni |date=February 8, 2024 |title=Dokibird Says She Made Zero Profit in 2023 as Selen Tatsuki |url=https://www.siliconera.com/dokibird-says-she-made-zero-profit-in-2023-as-selen-tatsuki/ |url-status=live |archive-url=https://web.archive.org/web/20240208163016/https://www.siliconera.com/dokibird-says-she-made-zero-profit-in-2023-as-selen-tatsuki/ |archive-date=8 February 2024 |access-date=February 16, 2024 |website=Siliconera}}</ref>

== History == === Predecessors === On February 12, 2010, visual novel maker Nitroplus began uploading videos to its YouTube channel featuring an animated 3D version of its mascot Super Sonico, who would usually talk to the audience about herself or about releases related to the company.<ref>{{Cite web|url=https://www.youtube.com/watch?v=IXzdjNeFGdE|title=すーぱーそに子 ワンダーフェスティバル2010[冬]|date=February 12, 2010 |publisher=Nitroplus|access-date=October 13, 2020|archive-date=January 5, 2021|archive-url=https://web.archive.org/web/20210105153339/https://www.youtube.com/watch?v=IXzdjNeFGdE&feature=applinks|url-status=live}}</ref>{{Primary source inline|date=October 2022}} On June 13, 2011, UK-based Japanese vlogger Ami Yamato uploaded her first video, which featured an animated, virtual avatar speaking to the camera.<ref name="BBC" /><ref>{{cite AV media|url=https://www.youtube.com/watch?v=5pciLZ8ffPY|people=Ami Yamato|title=Trying this out...|date=June 13, 2011|publisher=YouTube|access-date=February 14, 2019|archive-date=March 11, 2020|archive-url=https://web.archive.org/web/20200311154801/https://www.youtube.com/watch?v=5pciLZ8ffPY|url-status=live}}</ref> In 2012, Japanese company Weathernews Inc. debuted a Vocaloid-styled character called Weatheroid Type A Airi on SOLiVE24, a 24-hour weather live stream on Nico Nico Douga, on YouTube and their website.<ref>"ウェザーロイド Airi". Comptique Extra issue of December: Vtique Vol.02 (コンプティーク 12月号増刊 Vティーク Vol.2). Kadokawa. 2018. pp.76–79.</ref><ref>{{cite web |url=https://www.youtube.com/watch?v=FzJ0w5mmGKo&t=2325 |title=SOLiVE24 (SOLiVE ムーン) 2012-04-13 21:31:23〜 |website=YouTube |date=April 13, 2012 |access-date=November 1, 2020 |archive-date=March 18, 2022 |archive-url=https://web.archive.org/web/20220318151149/https://www.youtube.com/watch?v=FzJ0w5mmGKo&t=2325 |url-status=live }}</ref><ref>{{cite web |url=https://www.youtube.com/watch?v=Nt4yQtLS-cs&t=1970 |title=SOLiVE24 (SOLiVEナイト ) 2014-04-10 23:32:32〜 |website=YouTube |date=April 10, 2014 |access-date=November 1, 2020 |archive-date=November 7, 2020 |archive-url=https://web.archive.org/web/20201107134852/https://www.youtube.com/watch?v=Nt4yQtLS-cs&t=1970 |url-status=live }}</ref>{{Primary source inline|date=October 2022}} In 2014, Airi got her own solo program every Thursday and began live broadcasting with motion capture.<ref>{{cite web |lang=ja |author=たまごまご |title=最古の新人VTuber「ウェザーロイドAiri（ポン子）」が模索した、視聴者との双方向性 |url=https://www.moguravr.com/vtuber-weatheroid-airi/ |website=MoguLive |date=June 3, 2018 |access-date=May 8, 2026 |archive-date=April 14, 2025 |archive-url=https://web.archive.org/web/20250414110611/https://www.moguravr.com/vtuber-weatheroid-airi/ |url-status=live }}</ref>

In 2014 the FaceRig indie software launched on Indiegogo as an EU crowdfunding project, and later that year it was released on Steam, becoming the first software suite that enabled live avatars at home via face motion capture that started being actively used on streaming websites and YouTube. The Live2D software module enabling 2D avatars and was added one year later in 2015 in collaboration with Live2D, Inc.

=== Breakout === [[File:Hololive Production logo.svg|thumb|Hololive Production, under Cover Corporation, manages over 90 VTubers from around the world across six branches; hololive, hololive ID, hololive EN, HOLOSTARS, HOLOSTARS EN and hololive DEV_IS.]] [[File:Nijisanji logo.svg|thumb|Nijisanji, under AnyColor Inc., manages over 160 VTubers from around the world across two branches; NIJISANJI and NIJISANJI EN.]] [[File:VShojo logo (2020).svg|thumb|VShojo was founded in November 2020 as one of the first VTuber agencies based in the Western world.]] In late 2016, Kizuna AI, the first VTuber to achieve breakout popularity,<ref name="FinancialTimes2021"/><ref name="BBC">{{cite news|last=Lufkin|first=Bryan|date=October 2, 2018|title=The virtual vloggers taking over YouTube|work=BBC|url=https://www.bbc.com/worklife/article/20181002-the-virtual-vloggers-taking-over-youtube|access-date=February 14, 2018|archive-date=August 13, 2019|archive-url=https://web.archive.org/web/20190813130007/https://www.bbc.com/worklife/article/20181002-the-virtual-vloggers-taking-over-youtube|url-status=live}}</ref>{{sfn|Otmazgin|Ben-Ari|2020|p=77}} made her debut on YouTube. She was the first to coin and use the term "virtual YouTuber". Created by digital production company Activ8 and voice-acted by Nozomi Kasuga,<ref name="BBC" /><ref>{{cite news|last=Loveridge|first=Lynzee|title=Nozomi Kasuga Confirms She is Kizuna AI Voice Actress|url=https://www.animenewsnetwork.com/interest/2020-04-25/nozomi-kasuga-confirms-she-is-kizuna-ai-voice-actress/.158960|work=Anime News Network|date=April 25, 2020|access-date=May 25, 2020|archive-date=May 14, 2020|archive-url=https://web.archive.org/web/20200514023257/https://www.animenewsnetwork.com/interest/2020-04-25/nozomi-kasuga-confirms-she-is-kizuna-ai-voice-actress/.158960|url-status=live}}</ref> Kizuna AI created a sense of "real intimacy" with fans, as she was responsive to their questions. Within ten months, she had over two million subscribers and later became a culture ambassador of the Japan National Tourism Organization.<ref>{{cite web |title=Come to Japan with Kizuna AI |url=https://us.jnto.go.jp/cometojapan/ |publisher=Japan National Tourism Organization |access-date=February 14, 2019 |archive-url=https://web.archive.org/web/20190214131723/https://us.jnto.go.jp/cometojapan/ |archive-date=February 14, 2019}}</ref> Kizuna AI's popularity can be attributed to the oversaturation of traditional webcam YouTubers and for aspects of characters that the audience would not expect. For example, despite her otherwise juvenile appearance, Kizuna AI often uses profanity in her videos when she gets frustrated while playing a game.<ref>{{Cite web|title=How Fan Translators Made Virtual YouTubers a Global Phenomenon|url=https://www.animenewsnetwork.com/feature/2020-08-31/how-fan-translators-made-virtual-youtubers-a-global-phenomenon/.162925|access-date=December 14, 2020|website=Anime News Network|archive-date=January 20, 2021|archive-url=https://web.archive.org/web/20210120144212/https://www.animenewsnetwork.com/feature/2020-08-31/how-fan-translators-made-virtual-youtubers-a-global-phenomenon/.162925|url-status=live}}</ref>

=== The VTuber trend === Kizuna AI's sudden popularity sparked a VTuber trend.<ref name="BBC" />{{sfn|Otmazgin|Ben-Ari|2020|p=77}} Between May and mid-July 2018, the number of active VTubers increased from 2,000 to 4,000.<ref name="VTubers Japan Times"/> {{ill|Kaguya Luna|ja|輝夜月}} and {{ill|Mirai Akari|ja|ミライアカリ}} followed Kizuna as the second and third most popular VTubers, with 750,000 and 625,000 subscribers respectively. {{ill|Nekomiya Hinata|ja|猫宮ひなた}} and {{ill|Siro (entertainer){{!}}Siro|ja|電脳少女シロ}}, two other early VTubers, each gained followings of 500,000 in six months.{{sfn|Otmazgin|Ben-Ari|2020|p=77}}

In the beginning of 2018, Anycolor Inc. (then known as Ichikara) founded the VTuber agency Nijisanji. Nijisanji helped popularise the use of Live2D models instead of the prior focus on 3D models as well as the shift towards livestreaming instead of edited video and clips that was the standard for VTubers like Kizuna Ai.<ref>{{cite web |last=公開 |first=日時 |title=尖ったメンバーばかりのVTuberグループ"にじさんじ"の魅力を紹介 |url=https://dengekionline.com/articles/37642/ |website=Dengeki Online |date=June 5, 2020 |access-date=January 28, 2021 |archive-date=February 1, 2021 |archive-url=https://web.archive.org/web/20210201172001/https://dengekionline.com/articles/37642/ |url-status=live }}</ref> Cover Corporation, a company that was originally developing augmented and virtual reality software, shifted its focus to VTubers by establishing Hololive.<ref name=":2" />

After their initial success in Japan, the trend began to expand internationally via their appeal to the anime and manga fandom.<ref name="BBC" /> Agencies like Hololive and Nijisanji created branches in China, South Korea, Indonesia, and India, as well as English-language branches targeting a global audience. Meanwhile, independent VTubers began to appear in many countries, from Japan to the United States. In July 2018, VTubers had a collective subscriber count of 12.7&nbsp;million, and more than 720&nbsp;million total views.<ref>{{Cite web|url=https://www.moguravr.com/vtuber-4000/|title=バーチャルYouTuber、4,000人を突破 動画再生回数は合計7億2千万回に|date=July 10, 2018|publisher=Mogura VR|access-date=July 3, 2020|archive-date=September 17, 2020|archive-url=https://web.archive.org/web/20200917034507/https://www.moguravr.com/vtuber-4000/|url-status=live}}</ref> By January 2020, there were over 10,000 VTubers.<ref name="PANORA">{{Cite web|url=https://panora.tokyo/archives/4247|title=ユーザーローカル、バーチャルYouTuberの1万人突破を発表 9000人から4ヵ月で1000人増|date=January 15, 2020|publisher=PANORA|access-date=July 3, 2020|archive-date=January 31, 2020|archive-url=https://web.archive.org/web/20200131233315/https://panora.tokyo/archives/4247|url-status=live}}</ref>

The COVID-19 pandemic led to an overall increase in viewership of video game live streaming in general in 2020, which helped contribute to the growth of VTubers into a mainstream phenomenon.<ref name=":0" /> Searches on Google for VTuber related content increased over 2020, leading towards the September 2020 launch of Hololive's English branch.<ref name=":7">{{Cite journal |last=Regis |first=Rafael |date=August 25, 2021 |title=Análise do impacto econômico, da expansão de popularidade e das novas tecnologias do fenômeno VTuber |trans-title=Analysis of the economic impact, expansion of popularity and new technologies of the VTuber phenomenon |url=https://www.researchgate.net/publication/361800221 |journal=VIII Encontro de Engenharia No Entretenimento |language=Portuguese |location=Rio de Janeiro |publisher=Universidade Federal do Estado do Rio de Janeiro (UNIRIO) |volume=8}}</ref> In August 2020, seven of the ten largest Super Chat earners of all time on YouTube were VTubers, including Hololive member {{ill|Kiryu Coco|ja|桐生ココ}} at number one, who by that time had earned approximately {{Currency|85&nbsp;million|JPY|passthrough=yes}} (approximately US${{Formatnum:{{To USD round|85000000|JPN|year=2020}}}} in 2020).<ref>{{Cite web |last=Morissy |first=Kim |date=August 23, 2020 |title=Playboard: World's Biggest Superchat Earner is Virtual YouTuber Kiryu Coco |url=https://www.animenewsnetwork.com/interest/2020-08-22/playboard-world-biggest-superchat-earner-is-virtual-youtuber-kiryu-coco/.163103 |access-date=September 1, 2020 |website=Anime News Network |archive-date=August 24, 2020 |archive-url=https://web.archive.org/web/20200824031955/https://www.animenewsnetwork.com/interest/2020-08-22/playboard-world-biggest-superchat-earner-is-virtual-youtuber-kiryu-coco/.163103 |url-status=live }}</ref> VTubers accounted for 38% of YouTube's 300 most profitable channels, with a total revenue of US$26,229,911 (roughly half of which being viewer donations).<ref name=":7" />

At the same time, the popularity of VTubers continued to rise on Twitch, with a host of several notable English-speaking VTubers such as then VShojo members Projekt Melody and Ironmouse.<ref>{{Cite web|last=Desatoff|first=Sam|date=September 23, 2020|title=Report: Twitch viewership reached 1.47 billion hours in August (StreamElements, Arsenal.gg)|url=https://gamedaily.biz/article/1884/report-twitch-viewership-reached-147-billion-hours-in-august-streamelements-arsenalgg|work=GameDaily.biz|access-date=October 26, 2020|archive-url=https://web.archive.org/web/20200928131845/https://gamedaily.biz/article/1884/report-twitch-viewership-reached-147-billion-hours-in-august-streamelements-arsenalgg|archive-date=September 28, 2020|url-status=live}}</ref><ref>{{Cite journal|last=White|first=DeForest|date=October 29, 2020|title=Column: Bonus Stage: The Sudden Rise of Vtubers|url=https://www.easternprogress.com/opinion/column-bonus-stage-the-sudden-rise-of-vtubers/article_ff508dd8-1a38-11eb-8f26-6f366eb5f250.html|journal=The Eastern Progress|access-date=November 1, 2020|archive-url=https://web.archive.org/web/20201101134922/https://www.easternprogress.com/opinion/column-bonus-stage-the-sudden-rise-of-vtubers/article_ff508dd8-1a38-11eb-8f26-6f366eb5f250.html|archive-date=November 1, 2020|url-status=live}}</ref> Pokimane also experimented with avatar-based streams using a model commissioned from a VTuber artist.<ref name=":0" /><ref name="FinancialTimes2021"/>

In September 2020, Anycolor created an "Aggressive Acts and Slander Countermeasure Team" to offer counselling to victims of harassment and take legal measures against perpetrators of harassment, specifically the online harassment plaguing the Japanese entertainment industry. This announcement came in the wake of Hololive's VTuber Mano Aloe's retirement after only two weeks of activity due to online harassment.<ref>{{Cite web|last=Morrissy|first=Kim|date=September 4, 2020|title=Bushiroad and NIJISANJI Are Taking Online Harassment Seriously|url=https://www.animenewsnetwork.com/interest/2020-09-03/bushiroad-and-nijisanji-are-taking-online-harassment-seriously/.163560|access-date=September 8, 2020|website=Anime News Network|archive-date=September 4, 2020|archive-url=https://web.archive.org/web/20200904120714/https://www.animenewsnetwork.com/interest/2020-09-03/bushiroad-and-nijisanji-are-taking-online-harassment-seriously/.163560|url-status=live}}</ref> YouTube's 2020 Culture and Trends report highlights VTubers as one of the notable trends of that year, with 1.5 billion views per month by October.<ref>{{Cite web|last=|first=|date=December 15, 2020|title=YouTube Culture & Trends – Data and Cultural Analysis for You|url=https://www.youtube.com/trends/articles/report-sources/|url-status=live|archive-url=https://web.archive.org/web/20201218081931/https://www.youtube.com/trends/articles/report-sources/|archive-date=December 18, 2020|access-date=December 16, 2020|website=YouTube Culture & Trends}}</ref>

On March 30, 2021, Kizuna AI was chosen as one of Asia's top 60 influencers.<ref>{{Cite web |url=https://mag.sixty-percent.com/sixty60_2021 |title=SIXTY60 〜BEST OF ASIA 2021〜 - 60MAG（SIXTYMAGAZINE）<!-- Bot generated title --> |access-date=March 30, 2021 |archive-date=May 12, 2021 |archive-url=https://web.archive.org/web/20210512150603/https://mag.sixty-percent.com/sixty60_2021 |url-status=dead }}</ref> In May 2021, Twitch added a VTuber tag for streams as part of a wider expansion of its tag system.<ref>{{Cite web|last=Marshall|first=Cass|date=May 27, 2021|title=Twitch introduces more than 350 new streamer tags, including Vtuber, transgender, queer|url=https://www.polygon.com/22456783/twitch-new-streamer-tags-vtuber-transgender-queer-trans-community|access-date=September 1, 2021|website=Polygon|archive-date=September 1, 2021|archive-url=https://web.archive.org/web/20210901012115/https://www.polygon.com/22456783/twitch-new-streamer-tags-vtuber-transgender-queer-trans-community|url-status=live}}</ref> In July 2021, Gawr Gura—a member of Hololive's first English branch—overtook Kizuna Ai as the most-subscribed VTuber on YouTube.<ref>{{Cite web|last=Harding|first=Daryl|title=Gawr Gura Swims Past Kizuna AI to Be the Most Subscribed VTuber Ever|url=https://www.crunchyroll.com/anime-news/2021/07/01-1/gawr-gura-swims-past-kizuna-ai-to-be-the-most-subscribed-vtuber-ever|access-date=September 1, 2021|website=Crunchyroll|archive-date=July 1, 2021|archive-url=https://web.archive.org/web/20210701092112/https://www.crunchyroll.com/anime-news/2021/07/01-1/gawr-gura-swims-past-kizuna-ai-to-be-the-most-subscribed-vtuber-ever|url-status=live}}</ref><ref>{{Cite web|url=https://www.dexerto.com/entertainment/gawr-gura-breaks-youtube-milestone-most-popular-vtuber-1605637/?amp|title=Gawr Gura breaks YouTube milestone to become most popular VTuber ever|website=Dexerto|date=July 4, 2021|access-date=March 28, 2023|archive-date=December 3, 2022|archive-url=https://web.archive.org/web/20221203164258/https://www.dexerto.com/entertainment/gawr-gura-breaks-youtube-milestone-most-popular-vtuber-1605637/?amp|url-status=live}}</ref>

Cover's CEO Motoaki "Yagoo" Tanigo was selected as one of the Japan's Top 20 Entrepreneurs by Forbes Japan in its January 2022 issue.<ref name=":22">{{Cite web|last=中沢弘子|date=November 25, 2021|title=世界中にファン5000万人。VTuber「ホロライブ」が急成長する理由|url=https://forbesjapan.com/articles/detail/44507|url-status=live|access-date=November 26, 2021|website=Forbes JAPAN（フォーブス ジャパン）|language=ja|archive-date=November 26, 2021|archive-url=https://web.archive.org/web/20211126053917/https://forbesjapan.com/articles/detail/44507}}</ref> The following month, in the midst of a subathon event, Ironmouse accumulated the largest number of active paid subscriptions of all streamers on the platform at that point in time, although still behind an overall record previously set by Ludwig.<ref>{{Cite web|last=Miceli|first=Max|date=February 21, 2022|title=VTuber Ironmouse surpasses 95,000 Twitch subscribers, takes the throne for active subs on platform|url=https://dotesports.com/streaming/news/vtuber-ironmouse-surpasses-95k-twitch-subscribers-most-active-subs-on-platform|access-date=February 22, 2022|website=Dot Esports|archive-date=February 21, 2022|archive-url=https://web.archive.org/web/20220221180127/https://dotesports.com/streaming/news/vtuber-ironmouse-surpasses-95k-twitch-subscribers-most-active-subs-on-platform|url-status=live}}</ref> According to data provided by parent company Amazon, VTubing content on Twitch grew by 467% in 2021 compared with a year earlier.<ref name ="Bloomberg2022"/> In December 2022, the independent VTuber Neuro-sama gained attention on Twitch for her use of a large language model attached to a speech synthesis system to interact with her audience.<ref name=":02">{{Cite web |last=D'Anastasio |first=Cecilia |author-link=Cecilia D'Anastasio |date=June 17, 2023 |title=Meet Neuro-sama, the AI Twitch Streamer Who Plays Minecraft, Sings Karaoke, Loves Art |url=https://www.bloomberg.com/news/newsletters/2023-06-16/neuro-sama-an-ai-twitch-influencer-plays-minecraft-sings-karaoke-loves-art |url-status=live |archive-url=https://web.archive.org/web/20230620223130/https://www.bloomberg.com/news/newsletters/2023-06-16/neuro-sama-an-ai-twitch-influencer-plays-minecraft-sings-karaoke-loves-art |archive-date=June 20, 2023 |access-date=August 4, 2024 |website=Bloomberg}}</ref>

In February 2024, Anycolor faced criticism over the treatment of its talent, following the termination of its contract with Nijisanji EN streamer Selen Tatsuki. The company cited "repeated breaches of contract", "misleading statements on social platforms", and actions causing payment delays for commissions to outside artists. After rebranding as the independent VTuber Dokibird, she stated that she had been hospitalized in December 2023 as a result of "bullying from within", and she had been in a "toxic and poor environment for numerous months that led to my breaking point". The claims regarding payments for commissions were also refuted by artists who had worked on content for Tatsuki—who had paid them personally.<ref name=":10" /><ref name=":11" /><ref name="Hashimoto-2024">{{Cite web |last=Hashimoto |first=Kazuma |date=2024-02-08 |title=VTuber Selen Tatsuki's Nijisanji termination creates uproar and backlash |url=https://www.polygon.com/24065311/vtuber-selen-tatsuki-nijisanji-termination-dokibird |url-status=live |archive-url=https://web.archive.org/web/20240209182106/https://www.polygon.com/24065311/vtuber-selen-tatsuki-nijisanji-termination-dokibird |archive-date=9 February 2024 |access-date=2024-02-08 |website=Polygon }}</ref> Criticism over Nijisanji's handling and response to the controversy resulted in declines to Anycolor's stock price, and multiple Nijisanji streamers announcing that they would take a hiatus from social media activity.<ref>{{Cite web |last=Liu |first=Stephanie |date=February 12, 2024 |title=Elira, Vox, and Ike of Nijisanji EN Make Statement About Selen |url=https://www.siliconera.com/elira-vox-ike-of-nijisanji-en-make-statement-on-selen/ |url-status=live |archive-url=https://web.archive.org/web/20240213141946/https://www.siliconera.com/elira-vox-ike-of-nijisanji-en-make-statement-on-selen/ |archive-date=13 February 2024 |access-date=February 15, 2024 |website=Siliconera}}</ref><ref name="Hashimoto-2024" />

In September 2024, Ironmouse hit over 320,000 active paid subscribers on Twitch, surpassing the previous record holder, Kai Cenat.<ref>{{cite web|url=https://www.pcgamer.com/hardware/streaming/vtuber-ironmouse-breaks-twitch-subscriber-record-surpassing-320000-paying-viewers/|title=Vtuber Ironmouse breaks Twitch subscriber record, surpassing 320,000 paying viewers|website=PC Gamer|date=1 October 2024}}</ref> On January 1, 2025, Neuro-sama broke the all-time hype train record on Twitch, reaching level 111 and surpassing the previous record holder, Pirate Software, who reached level 106.<ref>{{Cite web |date=2025-01-02 |title=An AI VTuber just beat an impressive Twitch world record with the help of Riot's competitive shooter Valorant |url=https://www.pcgamesn.com/valorant/neuro-sama-twitch-record |access-date=2025-01-23 |website=PCGamesN }}</ref> In December 2025, Neuro-sama surpassed her previous all-time hype train record, reaching level 123.<ref name=":12">{{cite news |title=AITuber「Neuro-sama」がTwitchの投げ銭イベントで約9000万円を集める|url=https://kai-you.net/article/94217|access-date=17 March 2026|work=KAI-YOU|date=24 December 2025|lang=ja|trans-title=AITuber "Neuro-sama" Raises Approximately 90 Million Yen in Twitch Donation Event}}</ref> In January 2026, Neuro-sama surpassed her previous all-time hype train record, reaching level 126,<ref name="3rd hype">{{Cite web |last=Faulkner|first=Cheri|date=4 January 2026|title=AI VTuber Neuro-Sama Has Only Gone And Done It Again, Smashing Another World Record|url=https://www.gamespot.com/articles/ai-vtuber-neuro-sama-has-only-gone-and-done-it-again-smashing-another-world-record/1100-6537158/|access-date=4 January 2026|website=GameSpot|language=en-US}}</ref> and garnering over 328,000 active paid subscribers on Twitch, the third highest of all time.<ref name=":13">{{cite news |title=AITuber「Neuro-sama」がTwitchの投げ銭イベントで約9000万円を集める|url=https://kai-you.net/article/94217|access-date=17 March 2026|work=KAI-YOU|date=24 December 2025|lang=ja|trans-title=AITuber "Neuro-sama" Raises Approximately 90 Million Yen in Twitch Donation Event}}</ref>

In May 2025, YouTube published a ''Culture and Trends Report'' on virtual creators. Per this report, VTuber related videos has amassed an annual average of over 50 billion views since 2022, and 16 of the 20 channels with the largest all time Super Chat Revenue were VTuber channels. Per a survey conducted by Google, 57% of 14 to 44-year-olds had watched a VTuber or virtual influencer in the past year.<ref>{{Cite web |last= |date=12 May 2025 |title=YouTube Culture & Trends Report: Virtual Creators |url=https://www.youtube.com/trends/report/tr25-virtual-creators/ |via=YouTube}}</ref>{{primary source inline|date=June 2025}}

On July 21, 2025, VShojo founding member Ironmouse announced that she would leave the agency effective immediately amid legal issues, accusing the company of withholding Twitch revenue from her, including around $500,000 in revenue intended to be donated to the Immune Deficiency Foundation, for over a year; an associated charity campaign organized by Ironmouse quickly raised over $1,000,000, more than doubling the original amount of withheld revenue.<ref>{{Cite web |last=Lada |first=Jenni |date=2025-07-23 |title=Ironmouse Raised $1 Million for Immune Deficiency Foundation Charity |url=https://www.siliconera.com/ironmouse-raised-1-million-for-immune-deficiency-foundation-charity/ |access-date=2025-07-24 |website=Siliconera }}</ref><ref>{{Cite news |last=Lada |first=Jenni |date=July 21, 2025 |title=Vtuber Ironmouse Left VShojo, Cited Missing Charity Funds |url=https://www.siliconera.com/vtuber-ironmouse-left-vshojo-cited-missing-charity-funds/ |access-date=July 22, 2025 |publisher=Siliconera}}</ref> On July 24, VShojo CEO Justin "theGunrun" Ignacio announced that the agency had run out of money and would be shutting down.<ref>{{Cite tweet |number=1948442574722924778 |user=VShojo |title=Image by VShojo}}</ref><ref>{{Cite magazine|url=https://www.si.com/esports/news/vshojo-officially-shuts-down-ironmouse-controversy |title=VShojo Officially Shuts Down After Mass Talent Exit, Ironmouse Controversy |author=Cale Michael |magazine=Sports Illustrated |date=July 24, 2025 |access-date=July 24, 2025}}</ref>

== Use in marketing == [[File:Nebasei Kokoro.png|thumb|{{ill|Nebasei Cocoro|ja|根羽清ココロ}}, a VTuber and representative for Japanese corporation Rohto Pharmaceutical]]

Due to their popularity, companies and organizations have used virtual YouTubers as a method of advertising or bringing attention to a product or service. When SoftBank announced the release of the iPhone XS and XS Max in 2018, Kizuna AI appeared at the event and promoted the products on her channel.<ref>{{cite web |title=【SoftBank】新型iPhone発売セレモニーにお邪魔しました！！【XS / MAX】 |url=https://www.youtube.com/watch?v=blDfqqCDQfU |website=YouTube | date=September 29, 2018 |publisher=A.I. Channel |access-date=February 14, 2019 |archive-date=September 29, 2018 |archive-url=https://web.archive.org/web/20180929142735/https://www.youtube.com/watch?v=blDfqqCDQfU&gl=US&hl=en |url-status=live }}</ref>

Some organizations and companies have employed their own VTuber characters as mascots within marketing.<ref name="Nikkei">{{cite web |last1=Nagumo |first1=Jada |date=January 19, 2020 |title=Japan's virtual celebrities rise to threaten the real ones |url=https://asia.nikkei.com/Business/Media-Entertainment/Japan-s-virtual-celebrities-rise-to-threaten-the-real-ones |url-status=live |archive-url=https://web.archive.org/web/20210629013545/https://asia.nikkei.com/Business/Media-Entertainment/Japan-s-virtual-celebrities-rise-to-threaten-the-real-ones |archive-date=June 29, 2021 |access-date=June 23, 2021 |website=Nikkei Asia |publisher=Nikkei}}</ref><ref name=":1">{{cite news |date=October 13, 2018 |title=Ibaraki's virtual YouTuber first in Japan used to promote a prefecture |agency=The Japan Times |url=https://www.japantimes.co.jp/news/2018/08/23/national/ibarakis-virtual-youtuber-first-japan-used-promote-prefecture/ |access-date=February 14, 2019 |archive-url=https://web.archive.org/web/20190214132653/https://www.japantimes.co.jp/news/2018/08/23/national/ibarakis-virtual-youtuber-first-japan-used-promote-prefecture/ |archive-date=February 14, 2019}}</ref> These include the governments of Japan's Ibaraki and Okinawa Prefectures (promoted by the characters Ibaraki Hiyori and Ui Nema, respectively),<ref name=":1" /><ref>{{cite news |script-title=ja:県警の広報官に沖縄生まれのVTuber・根間ういさんが任命 |trans-title=Okinawa-born VTuber Ui Nema appointed as prefectural police public relations officer |url=https://news.yahoo.co.jp/articles/58e50e7ffb89ed3c01439a91f70c345bf2a3b291 |work=Yahoo News Japan |date=29 January 2025 |language=ja |access-date=29 January 2025 |archive-date=January 30, 2025 |archive-url=https://web.archive.org/web/20250130060523/https://news.yahoo.co.jp/articles/58e50e7ffb89ed3c01439a91f70c345bf2a3b291 |url-status=live }}</ref> the streaming service Netflix (which developed the character N-ko to appear in videos promoting its anime content),<ref>{{Cite web |last=Kastrenakes |first=Jacob |date=April 28, 2021 |title=Netflix's official Vtuber is part sheep and promotes anime |url=https://www.theverge.com/2021/4/28/22408078/netflix-vtuber-anime-n-ko-youtube |url-status=live |archive-url=https://web.archive.org/web/20211008205343/https://www.theverge.com/2021/4/28/22408078/netflix-vtuber-anime-n-ko-youtube |archive-date=October 8, 2021 |access-date=September 10, 2021 |website=The Verge }}</ref> Sega (who planned to have in-character streams with Sonic the Hedgehog and his Japanese voice actor Jun'ichi Kanemaru),<ref>{{Cite web |last=Diaz |first=Ana |date=June 24, 2021 |title=Sonic the Hedgehog is a Vtuber now |url=https://www.polygon.com/22548770/sega-sonic-the-hedgehog-vtuber-30th-anniversary |url-status=live |archive-url=https://web.archive.org/web/20211104042404/https://www.polygon.com/22548770/sega-sonic-the-hedgehog-vtuber-30th-anniversary |archive-date=November 4, 2021 |access-date=November 4, 2021 |website=Polygon }}</ref> and anime streaming service Crunchyroll (which launched a YouTube channel for its mascot Crunchyroll-Hime in October 2021).<ref>{{Cite web |date=October 25, 2021 |title=Crunchyroll-Hime launches YouTube channel |url=https://advanced-television.com/2021/10/25/crunchyroll-hime-launches-youtube-channel/ |url-status=live |archive-url=https://web.archive.org/web/20211104042408/https://advanced-television.com/2021/10/25/crunchyroll-hime-launches-youtube-channel/ |archive-date=November 4, 2021 |access-date=November 4, 2021 |website=advanced-television.com }}</ref> The Fukuoka SoftBank Hawks baseball team has two VTuber mascots, named Takamine Umi (also known as Hawk Kannon Sea) and Aritaka Hina, both unveiled in 2020. They have their own YouTube channel and their own Twitter accounts. Occasionally, they make appearances on the Fukuoka PayPay Dome's videoboard.<ref>{{Cite web |last=HAWKS |first=Fukuoka SoftBank |title=福岡ソフトバンクホークスVTuber 鷹観音海、有鷹ひな紹介サイト |url=https://www.softbankhawks.co.jp/ex/vtuber/ |url-status=live |archive-url=https://web.archive.org/web/20220223125719/https://www.softbankhawks.co.jp/ex/vtuber/ |archive-date=February 23, 2022 |access-date=February 25, 2022 |website=ソフトバンクホークス オフィシャルサイト |language=ja}}</ref>

In August 2018, Wright Flyer Live Entertainment released a mobile application allowing VTubers to live stream videos while monetizing them and connecting with their viewers. In a news conference in Tokyo, the head of Wright Flyer Live Entertainment stated, "just increasing the number [of VTubers] is not that effective. We want them to keep on doing their activities. [To do that], gaining fans and monetization are essential. So, we are providing a platform to support that".<ref>{{cite news |last1=Nagata |first1=Kazuaki |title=Gree-owned firm launches app aimed at boosting Japan's booming world of 'virtual YouTubers' |url=https://www.japantimes.co.jp/news/2018/08/07/business/gree-owned-firm-launches-app-aimed-boosting-japans-booming-world-virtual-youtubers/ |access-date=February 14, 2019 |agency=The Japan Times |archive-url=https://web.archive.org/web/20190214134930/https://www.japantimes.co.jp/news/2018/08/07/business/gree-owned-firm-launches-app-aimed-boosting-japans-booming-world-virtual-youtubers/ |archive-date=February 14, 2019 }}</ref> This followed Wright Flyer Live Entertainment's parent company Gree, Inc.'s ¥10&nbsp;billion ($89.35&nbsp;million) investment in VTubers, as well as a ¥10&nbsp;billion sales target by 2020.<ref name="VTubers Japan Times"/>

On June 24, 2019, VTuber Kaguya Luna, in collaboration with Nissin Foods to advertise its Yakisoba UFO noodles, held a live stream with a smartphone attached to a helium balloon. By the end of the stream, the smartphone reached an altitude of {{convert|30|km|mi}} above sea level and was noted by ''Guinness World Records'' as being the live stream recorded at the highest altitude, breaking the previous record of {{convert|18.42|km|mi}}.<ref>{{cite news |last1=Morrissy |first1=Kim |title=Virtual YouTuber Kaguya Luna Breaks Guinness World Record By Holding Livestream at Highest Altitude |url=https://www.animenewsnetwork.com/interest/2019-06-29/virtual-youtuber-kaguya-luna-breaks-guinness-world-record-by-holding-livestream-at-highest-altitude/.148232 |access-date=May 19, 2020 |agency=Anime News Network |archive-date=October 7, 2020 |archive-url=https://web.archive.org/web/20201007035314/https://www.animenewsnetwork.com/interest/2019-06-29/virtual-youtuber-kaguya-luna-breaks-guinness-world-record-by-holding-livestream-at-highest-altitude/.148232 |url-status=live }}</ref>

Good Smile Company has begun producing nendoroids of Kizuna Ai in 2018, with a full push for various Japanese and international VTuber PVC-made statues since the 2020s.<ref>{{cite web |date=December 12, 2021 |title=Nyatasha Nyanners is the First VShojo Nendoroid |url=https://www.siliconera.com/nyatasha-nyanners-is-the-first-vshojo-nendoroid/ |url-status=live |archive-url=https://web.archive.org/web/20221107173534/https://www.siliconera.com/nyatasha-nyanners-is-the-first-vshojo-nendoroid/ |archive-date=November 7, 2022 |access-date=March 28, 2023 |website=Siliconera}}</ref><ref>{{cite web |date=July 3, 2021 |title=Gawr Gura and Mori Calliope Among Hololive Vtuber Figures Announced |url=https://www.siliconera.com/gawr-gura-and-mori-calliope-among-hololive-vtuber-figures-announced/ |url-status=live |archive-url=https://web.archive.org/web/20220110104731/https://www.siliconera.com/gawr-gura-and-mori-calliope-among-hololive-vtuber-figures-announced/ |archive-date=January 10, 2022 |access-date=March 28, 2023 |website=Siliconera}}</ref><ref>{{Cite web |title=Nendoroid Kizuna AI |url=https://www.goodsmile.info/en/product/7108/Nendoroid+Kizuna+AI.html |url-status=live |archive-url=https://web.archive.org/web/20221111111638/https://www.goodsmile.info/en/product/7108/Nendoroid+Kizuna+AI.html |archive-date=November 11, 2022 |access-date=November 11, 2022 |website=www.goodsmile.info }}</ref>

In 2020, Japanese VTubers Ayapan and Jajami were invited by the Brazilian embassy in Tokyo, in November to present their content made for the Brazilian public and how VTuber works, where they had a meeting with Ambassador Eduardo Paes Saboia, being the first contact of VTubers with a Brazilian authority.<ref>{{Cite web |last=Eriki |date=November 11, 2020 |title=Embaixador do Brasil no Japão recebe as Vtubers Ayapan e Jajami |url=https://sucodemanga.com.br/embaixador-do-brasil-no-japao-recebe-as-vtubers-ayapan-e-jajami/ |url-status=live |archive-url=https://web.archive.org/web/20210917075605/https://sucodemanga.com.br/embaixador-do-brasil-no-japao-recebe-as-vtubers-ayapan-e-jajami/ |archive-date=September 17, 2021 |access-date=June 4, 2022 |website=Suco de Mangá |language=pt-br}}</ref><ref name=":7" />

In 2021, Hololive English member Gawr Gura made a cameo appearance in an anime-themed ad by American fast food chain Taco Bell (which premiered to coincide with the 2020 Summer Olympics in Tokyo).<ref>{{Cite web|last=Cahn|first=Lauren|date=July 27, 2021|title=The Taco Bell Anime Commercial Cameo Only YouTubers Will Notice|url=https://www.mashed.com/472029/the-taco-bell-anime-commercial-cameo-only-youtubers-will-notice/|access-date=September 27, 2021|website=Mashed.com|archive-date=January 21, 2022|archive-url=https://web.archive.org/web/20220121172457/https://www.mashed.com/472029/the-taco-bell-anime-commercial-cameo-only-youtubers-will-notice/|url-status=live}}</ref>

[[File:Inugami Korone 2021.png|thumb|Inugami Korone has been the official brand ambassador for ''Sonic the Hedgehog'' in Japan since 2022]]

In June 2022, Hololive member Inugami Korone became the official brand ambassador for the ''Sonic the Hedgehog'' franchise in Japan. She would later appear in the ''Sonic the Hedgehog 2'' film as the voice actress for one of the characters in the Japanese dub, and Korone-themed cosmetic items were released for ''Sonic Frontiers''.<ref>{{Cite news |last=Harding |first=Daryl |title=VTuber Doggo Inugami Korone Goes Fast As Sonic the Hedgehog's Newest Ambassador |website=Crunchyroll |url=https://www.crunchyroll.com/anime-news/2022/06/23-1/vtuber-doggo-inugami-korone-goes-fast-as-sonic-the-hedgehogs-newest-ambassador |access-date=2022-12-21 |archive-date=December 21, 2022 |archive-url=https://web.archive.org/web/20221221145336/https://www.crunchyroll.com/anime-news/2022/06/23-1/vtuber-doggo-inugami-korone-goes-fast-as-sonic-the-hedgehogs-newest-ambassador |url-status=live }}</ref><ref>{{cite news |date=25 August 2022 |title=Japanese Sonic Frontiers players receive special V-Tuber DLC costumes |newspaper=Eurogamer.net |url=https://www.eurogamer.net/japanese-sonic-frontiers-players-receive-special-v-tuber-dlc-costumes |url-status=live |access-date=August 26, 2022 |archive-url=https://web.archive.org/web/20221017121413/https://www.eurogamer.net/japanese-sonic-frontiers-players-receive-special-v-tuber-dlc-costumes |archive-date=October 17, 2022}}</ref> She also made a cameo appearance in an episode of ''Yo-kai Watch'' that aired in March 2023.<ref>{{Cite web |date=2023-02-28 |title=Inugami Korone Will Voice a Character in Yo-Kai Watch Anime |url=https://www.siliconera.com/inugami-korone-will-voice-a-character-in-yo-kai-watch-anime/ |access-date=2023-11-28 |website=Siliconera |archive-date=October 16, 2023 |archive-url=https://web.archive.org/web/20231016175646/https://www.siliconera.com/inugami-korone-will-voice-a-character-in-yo-kai-watch-anime/ |url-status=live }}</ref>

In November 2023, Arashi member Kazunari Ninomiya, who's been working with Puzzle & Dragons since 2014 (with Arashi, and from 2021 as himself), became a VTuber for the latest CM campaign.<ref>{{Cite web |date=21 November 2023 |title=二宮和也、"VTuber"デビュー 本人1秒も登場せず「中の人」に専念 |url=https://mdpr.jp/news/detail/4060391 |archive-url=https://web.archive.org/web/20231122010108/https://mdpr.jp/news/detail/4060391 |archive-date=22 November 2023 |access-date=22 November 2023 |website=Model Press |language=Japanese}}</ref><ref>{{Cite web |date=21 November 2023 |title=二宮和也、『パズドラ』新CMでVTuberデビュー 1秒も出演せず"中の人"に徹する |url=https://news.livedoor.com/article/detail/25388481/ |archive-url=https://web.archive.org/web/20231122011955/https://news.livedoor.com/article/detail/25388481/ |archive-date=22 November 2023 |access-date=22 November 2023 |website=Livedoor |language=Japanese}}</ref><ref>{{Cite web |date=9 June 2014 |title=『パズドラ』新TV-CMに"嵐"の5名が出演！ 6月10日からTV-CM全国放映＆メイキング動画公開 |url=https://dengekionline.com/elem/000/000/864/864330/ |archive-url=https://web.archive.org/web/20231122015310/https://dengekionline.com/elem/000/000/864/864330/ |archive-date=22 November 2023 |access-date=22 November 2023 |website=Dengeki online |language=Japanese}}</ref>

Ironmouse has served as an ambassador for the Immune Deficiency Foundation, having spread awareness for her own common variable immunodeficiency (CVID) and hosting multiple charity marathons in support of the organization.<ref name="carryon">{{Cite web |last=Lada |first=Jenni |date=June 12, 2024 |title=New Ironmouse Song Appears in Immune Deficiency Foundation Documentary |url=https://www.siliconera.com/new-ironmouse-song-appears-in-immune-deficiency-foundation-documentary/ |website=Siliconera}}</ref><ref>{{Cite web |last=Cruz |first=Christopher |date=October 10, 2024 |title=Ironmouse Is Twitch's Top Streamer, But She Doesn't Know Why You're Watching |url=https://www.rollingstone.com/culture/rs-gaming/ironmouse-twitch-vtuber-most-subscribed-of-all-time-1235129114/ |website=RollingStones}}</ref>

In July 2024, the Los Angeles Dodgers collaborated with Hololive on a theme night, which featured appearances by Usada Pekora, Gawr Gura, and Hoshimachi Suisei, as well as limited-edition merchandise. The collaboration was Hololive's first with a professional sports team in the United States, and was one of several held with Japanese properties by the Dodgers that season to build upon its signing of Shohei Ohtani.<ref>{{Cite web |last2= |last3= |last4= |date=2024-07-04 |title=Column: How Gawr Gura and VTubers could help Dodgers further tap into Japanese fan base |url=https://www.latimes.com/sports/dodgers/story/2024-07-03/dodgers-gawr-gura-vtubers-hololive-promotion |access-date=2024-07-08 |website=Los Angeles Times }}</ref> In October 2024, streamer Sykkuno participated in a virtual campaign event by 2024 United States presidential election candidate Kamala Harris with Vermont senator Bernie Sanders (who, in a viral clip, was asked by Sykkuno if he knew what a VTuber was).<ref>{{Cite news |author1=Tyler Colp |date=2024-10-23 |title=An anime catboy just taught Bernie Sanders what vtubers are during a Twitch stream |url=https://www.pcgamer.com/gaming-industry/an-anime-catboy-just-taught-bernie-sanders-what-vtubers-are-during-a-twitch-stream/ |access-date=2025-04-14 |work=PC Gamer }}</ref> On October 31, 2024, Hololive Indonesia member Kobo Kanaeru collaborated with Honda Indonesia to launch the first virtual motorcycle club in Indonesia named BeAT Aeru.<ref>{{Cite web |last1=Fathan Radityasani |first1=Muhammad |last2=Ferdian |first2=Azwar |date=November 1, 2024 |title=Kolaborasi Honda BeAT dengan Kobo Kanaeru, Resmikan Klub Motor Virtual |url=https://otomotif.kompas.com/read/2024/11/01/133758715/kolaborasi-honda-beat-dengan-kobo-kanaeru-resmikan-klub-motor-virtual |access-date=April 14, 2025 |website=Kompas |language=id}}</ref><ref>{{Cite web |last=Rahmadi |first=Dedi |date=October 31, 2024 |title=Kolaborasi Honda BeAT dan Kobo Kanaeru Bikin Klub Motor Virtual |url=https://www.merdeka.com/otomotif/kolaborasi-honda-beat-dan-kobo-kanaeru-bikin-klub-motor-virtual-226345-mvk.html |access-date=2025-04-14 |website=merdeka.com |language=id}}</ref>

In March 2025, Simon Fraser University debuted its official VTuber mascots Mo and Faye Ayato, making them the world's first official university Vtubers.<ref>{{Cite web |title=Meet Mo and Faye Ayato: SIAT's Virtual Ambassadors Unveiled in Stunning Animated Trailer |url=https://www.sfu.ca/siat/news-events/news/2025/02/meet-mo-and-faye-ayato-siat-virtual-ambassadors.html |access-date=2025-02-26 |website=www.sfu.ca |archive-date=March 1, 2025 |archive-url=https://web.archive.org/web/20250301083550/https://www.sfu.ca/siat/news-events/news/2025/02/meet-mo-and-faye-ayato-siat-virtual-ambassadors.html |url-status=live }}</ref> The virtual ambassadors would stream to review student work from the university's School of Interactive Arts and Technology.<ref>{{Cite web |title=Virtual Ambassadors |url=https://www.sfu.ca/siat/studiosiat/vambassador-program.html |access-date=2025-02-26 |website=www.sfu.ca |archive-date=February 27, 2025 |archive-url=https://web.archive.org/web/20250227154431/https://www.sfu.ca/siat/studiosiat/vambassador-program.html |url-status=live }}</ref><ref>{{Cite web |last=Nadalini |first=David |date=2024-09-28 |title=SFU holding auditions for first virtual ambassadors |url=https://vancouver.citynews.ca/2024/09/28/burnaby-sfu-virtual-ambassadors-auditions/ |access-date=2025-04-14 |website=CityNews Vancouver }}</ref> == Portrayals in media == The 2020 light novel ''VTuber Legend: How I Went Viral After Forgetting to Turn Off My Stream'' follows a member of a fictitious VTuber agency who experiences a surge in popularity after a stream she accidentally conducts while drunk goes viral. The story was adapted into a manga in 2023, and then an anime in 2024.''<ref name="ANN1">{{Cite web|last=Cayanan|first=Joanna|title=VTuber Legend: How I Went Viral after Forgetting to Turn Off My Stream Light Novels Get TV Anime|url=https://www.animenewsnetwork.com/news/2023-01-19/vtuber-legend-how-i-went-viral-after-forgetting-to-turn-off-my-stream-light-novels-get-tv-anime/.193975|website=Anime News Network|access-date=January 19, 2023|date=January 19, 2023|archive-date=May 15, 2024|archive-url=https://web.archive.org/web/20240515145427/https://www.animenewsnetwork.com/news/2023-01-19/vtuber-legend-how-i-went-viral-after-forgetting-to-turn-off-my-stream-light-novels-get-tv-anime/.193975|url-status=live}}</ref><ref>{{Cite web|last=Pineda|first=Rafael Antonio|title=VTuber Legend: How I Went Viral after Forgetting to Turn Off My Stream Light Novels Get Manga|url=https://www.animenewsnetwork.com/news/2023-07-27/vtuber-legend-how-i-went-viral-after-forgetting-to-turn-off-my-stream-light-novels-get-manga/.200689|website=Anime News Network|access-date=July 27, 2023|date=July 27, 2023|archive-date=May 15, 2024|archive-url=https://web.archive.org/web/20240515145403/https://www.animenewsnetwork.com/news/2023-07-27/vtuber-legend-how-i-went-viral-after-forgetting-to-turn-off-my-stream-light-novels-get-manga/.200689|url-status=live}}</ref><ref>{{Cite web|script-title=ja:「VTuberなんだが配信切り忘れたら伝説になってた」TVアニメ化、佐倉綾音CVの動画も|url=https://natalie.mu/comic/news/509541|website=Natalie|access-date=January 19, 2023|date=January 19, 2023|language=ja|archive-date=October 14, 2023|archive-url=https://web.archive.org/web/20231014145613/https://natalie.mu/comic/news/509541|url-status=live}}</ref>''

A 2026 episode of the 27th season of American crime drama ''Law & Order: Special Victims Unit'' featured a plot in which the NYPD Special Victims Unit investigated the sexual assault of internet personality April Deieso (Sarah Desjardins), which she had publicized while streaming as the VTuber Jaded Ember; the episode was notably praised by viewers for its accuracy in portraying VTubers, including the involvement of two community artists commissioned to design the character and Live2D model for Jaded Ember.<ref>{{Cite web |date=2026-04-05 |title=Law & Order SVU surprises fans with original VTuber character |url=https://www.dexerto.com/tv-movies/law-order-svu-surprises-fans-with-original-vtuber-character-3346755/ |access-date=2026-04-18 |website=Dexerto |language=en}}</ref>

== See also == {{Portal|Anime and manga|Internet|Video games}} * {{annotated link|Aniforms}} * {{annotated link|Avatar (computing)}} * {{annotated link|Babiniku}} * {{annotated link|Content creation}} * {{annotated link|Influencer}} * {{annotated link|Internet celebrity}} * {{annotated link|Japanese idol}} * {{annotated link|Japanese popular culture}} * {{annotated link|Online streamer}} * {{annotated link|Replicant}} * {{annotated link|Video gaming in Japan}} * {{annotated link|Virtual actor}} * {{annotated link|Virtual human|Virtual character}} (for other virtual personality concepts) * {{annotated link|Virtual band|Virtual idol}} * {{annotated link|Virtual influencer}} * {{annotated link|VRChat}} * {{annotated link|Vtuber Awards}} * {{annotated link|Waifu}}

==References== {{Reflist}}

== Sources == {{Refbegin}} * {{cite book |editor1-last=Otmazgin |editor1-first=Nissim |editor2-last=Ben-Ari |editor2-first=Eyal |editor2-link=Eyal Ben-Ari |title=Creative Context: Creativity and Innovation in the Media and Cultural Industries |date=April 23, 2020 |publisher=Springer Singapore |isbn=9789811530562 |url=https://books.google.com/books?id=HpveDwAAQBAJ |access-date=March 20, 2023 |archive-date=March 28, 2023 |archive-url=https://web.archive.org/web/20230328233113/https://books.google.com/books?id=HpveDwAAQBAJ |url-status=live }} {{Refend}}

== External links == * {{Commons category-inline}}

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