At Tech Exhibitions, Broadcasting Conventions, and Streaming Showcases, people tend to talk about the future. Topics like upcoming trends and the next big breakthroughs in tech are always hot. Nevertheless, I’d like to focus on the present and what’s happening now. Currently, we are observing the rise of new media — VTubers.
VTubers, the primary representatives of this movement, are virtual idols or influencers who engage audiences through live-streamed content. Their appearance is heavily inspired by anime culture, enhanced by modern technology that brings their avatars to life in real-time broadcasts worldwide.
VTubing evolved from a simple digital trend into a thriving entertainment phenomenon driven by technological advancements and the rise of media influencers. Every year, hundreds of millions of people follow VTubing trends, with the industry seeing significant growth, particularly in the Western market, where it is still in its early stages of expansion.
Origins of VTubing
VTubing originated in Japan and gradually made its way into the Western media landscape, carving out a unique niche on platforms like YouTube and Twitch. While many believe VTubing is a relatively recent innovation, its roots can be traced back to 1996, when Kyouko Date first introduced the idea of a virtual idol representing a real entertainer instead of a physical presence.
Over the years, Japanese companies began to adopt virtual mascots as their brand representatives, paving the way for AI-powered virtual idols to dominate the J-pop scene. This influence eventually spread to Europe and the United States, with Hatsune Miku becoming one of the most recognizable virtual stars.
By the mid-2010s, VTubers transitioned from static virtual idols to interactive live streamers, with early pioneers like Ami Yamato experimenting with digital personas on streaming platforms. This shift accelerated technical innovation in live motion capture, leading to the development of affordable and user-friendly software such as FaceRig and VTube Studio. Over time, VTubing technology jumped from 2D to 3D, revolutionizing the industry.
Today, the VTubing industry is dominated by major Japanese agencies such as Hololive and Nijisanji. These agencies have invested heavily in motion capture technology and software development to create a seamless, high-quality viewing experience.
The Global VTubing Market: East vs. West
In 2025, VTubing is thriving in two key markets:
- The Eastern Market (Asia & Oceania) – Home to established VTuber agencies like Hololive, Nijisanji, and VShojo JP and primarily centered on YouTube.
- The Western Market (USA & Europe) – A rapidly growing segment where independent VTubers and agency-backed talents have gained traction on both YouTube and Twitch.
The Western VTubing market has been growing since 2020 and is still relatively young compared to its Japanese counterpart. Despite this, VTubers are now competing with mainstream streamers like Kai Cenat and IShowSpeed regarding audience engagement.
As of Q3 2024, VTuber content was watched for an astonishing 433 million hours, highlighting its growing dominance in the digital entertainment industry.
What is the VTubers Value on the Media Market?
VTubers are not a niche anymore, given their immense popularity and integration into different parts of pop culture. They are already among the big players in the market.
Few examples of that are:
- The Nijisanji x NBA collaboration, where talents from the VTubing agency went all-in, passionately representing and rooting for their favorite NBA teams.
- Hololive’s partnership with the MLB Dodgers, which turned into a dedicated “Hololive Night.” This event featured a full-scale integration of of some of the most popular VTubing Agency’s talents like Gawrgura into the MLB Dodgers game, with in-game segments, physical merchandise, and wider media engagement.
- Live music events hosted by VTubers from various agencies around the world, such as Phase Connect, showcasing the global entertainment potential of VTubing beyond digital streams.
Unlike traditional content, imagination is your only limit when it comes to digital content, especially live-driven content. VTubing as a content production method offers sponsors unlimited integration opportunities, meaning brands can seamlessly integrate into virtual worlds, animated segments, and interactive experiences. For example, during the 2024 VTuber Awards, Fansly and Gamer Supps were featured as part of the virtual environment, blending effortlessly with the show’s aesthetic.
The VTuber Awards: The Ultimate Recognition for Virtual Content Creators
One bright example of VTubing solidifying as a genre and culture is the VTuber Awards, produced by WePlay Studios in partnership with Mythic Talent Agency.
The VTuber Awards is the Oscars or Emmys for VTubers, but with one major difference — there are no limitations. Thanks to cutting-edge live-rendering technologies, the entire event exists in a virtual world where imagination is the only boundary.
Hosted by Filian, the VTuber Awards recognizes outstanding talent across multiple categories, including: Best Performer, Most Innovative Streamer, Rising Star, Community Favorite and many others.
Beyond entertainment, the awards celebrates technological innovation and the deep connection between VTubers and their communities, fostering a more inclusive and dynamic digital entertainment landscape.
The event itself is a technological marvel, featuring virtual venues, real-time avatar animations, and fully interactive 3D environments. One moment, the show takes place in a grand stadium, and the next, it immerses the audience in an underwater realm where guests turn into pearls.
WePlay Studios took advantage of the impressive rendering capabilities of HP Z Workstations, setting up more than 17 virtual cameras across 4 engines. They also implemented Vizrt to include even more creators in the virtual space.
It all sounds kind of hard and complex, but personally, I had a lot of fun while producing this event through all the stages of development. The live broadcast was a blast, as usual, as we had a lot of guests and special segments from both Filian and Shylily.
VTuber Awards: A Rapidly Growing Global Franchise
Though still young, the VTuber Awards have quickly gained traction alongside the entire VTubing industry. The 2024 event achieved record-breaking numbers, including:
- 90K+ peak concurrent viewers
- 75K+ average viewership
- 350K+ hours watched
- 17.8 million+ social media impressions
This year, the awards also expanded to Bilibili, one of Asia’s leading streaming platforms, further increasing its global reach.
The Future of VTubing and Virtual Production
The VTubing industry is still pushing technological boundaries, evolving faster than ever. WePlay Studios plays a crucial role in this progress by adopting and refining live motion capture, AI-driven avatars, and advanced virtual broadcasting techniques.
With limitless creative potential, the VTuber Awards stand as a testament to how far the industry has come — and how much further it can go. As technology advances, so does the potential for immersive, groundbreaking digital experiences that redefine the very concept of entertainment.
