Virtual YouTubers, better known as "VTubers," aren’t just anime avatars anymore.
They’re racking up half a billion watch hours, driving a $6B market, and landing brand deals with McDonald’s.
So what does that mean for us mere mortals? Especially with the rise of studios like Hololive, which manages 88 VTubers.
Will the pie keep growing or are VTubers taking money that previously went to human creators?
Sign of the Times
VTubers have been around for a while. But this year, they're starting to get big money.
Perfect example: Hololive signed sponsorships with McDonald’s, Kura Sushi, and iBuyPower.
Oh, and they even struck a deal to have their VTubers livestream from a LA Dodgers game.
Some brands are skipping humans altogether and building avatars of their own:
- Crunchyroll turned its long-time mascot into a VTuber
Why Brands Love VTubers
- Un-cancellable: Infinite flexibility and no worry of sponsoring a creator who may do something stupid to tarnish the brand.
- Gen Z treatment: Gamers, anime fans, and Gen Z treat VTubers like real personalities having grown up with them.
- Easy Globalization: VTubers can instantly speak any language. No Rosetta Stone needed.
The Big Question
Brands only have so much budget. So allocating dollars to VTubers could dry up sponsorships for human creators.
But it's not happening yet. After all, it takes a while for big companies to make such a bold move.
Plus, real creators still offer the one thing avatars can’t: human relatability.
So humans, rejoice. We're not being replaced...yet. But just wait until Gen Z gets old enough to control the budgets.