Tan, Yee Heng, and Greene, Barbara R. (2024) The Growth of a New Type of Influencer: The VTuber Ecosystem. In: [Presented at the Tokyo International University Global Dialogue Series]. From: Tokyo Global Dialogue Series, 20 May 2024, Tokyo, Japan.

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Abstract

The rise of virtual technology has served as a catalyst for a new influencer model – one with a crafted persona and an animated avatar. These virtual entertainers excel in engaging with audiences and have become increasingly popular, developing into a promising industry with many prospective opportunities. However, research on this rapidly growing industry is limited and lacks consistency. This paper aims to establish an emergent theory for the virtual entertainer industry. First, the concept of a virtual entertainer is introduced and defined. The paper then examines the lifecycle progression of the industry - from its inception to its growth phases, providing an overview of the entire ecosystem. Using 293 channels with over 180,000 livestreams, the paper empirically identifies 3 key dimensions of virtual entertainers and 5 distinguishing archetypes. The performances of these archetypes will be compared across multiple success indicators, providing insights for entering or capitalizing on this growing industry.

Item ID:	83345
Item Type:	Conference Item (Presentation)
Related URLs:	https://www.jiia.or.jp/en/TGD/
Date Deposited:	07 Aug 2024 01:50
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350602 Consumer-oriented product or service development @ 100%
SEO Codes:	13 CULTURE AND SOCIETY > 1399 Other culture and society > 139999 Other culture and society not elsewhere classified @ 100%
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