Summary of Research Findings

VTubers, who perform as 2D or 3D characters and share their performances on video streaming platforms, are in the spotlight.
In November 2025, we conducted an online survey of 25,277 people between the ages of 15 and 44 living in Japan. From that group, we selected 1,200 people (600 men and 600 women) who chose “video watching” and “VTubers” from a list of various hobbies and video types, respectively. We then conducted a second online survey about the frequency, hours spent, media used, and motivation for watching VTuber videos, as well as their favorite VTuber programs. We called these 1,200 people "VTuber fans."
 

Noteworthy Topics

Some VTuber Agencies Enjoy Overwhelming Awareness

The survey asked VTuber fans which of major domestic VTuber agencies and their projects they knew. A single answer was allowed for each item.

The survey results revealed that at least 90% of respondents answered that they were aware of NIJISANJI Project and hololive Production. This overwhelming awareness was consistent across VTuber fans of all ages and genders, indicating that these agencies are well-known among most VTubers.

Vspo! and Aogiri High School followed, with over 70% awareness. However, the awareness of these agencies varies among VTubers by age and gender.

Vspo! has many female VTuber talents who excel in esports, including first-person shooters (FPS)* and fighting games. Therefore, this agency is well-known to young esports viewers.

Next was KizunaAI, in which a VTuber "Kizuna Ai" belongs, who is said to have become the source of the term “VTuber.” The agency, KizunaAI (with capital letters “AI”), has gained more awareness among male viewers, especially those between 20 and 24 years old and between 30 and 34 years old, rather than teenagers.

*1) A first-person shooter (FPS) is a video game focused on weapon-based combat seen from a first-person perspective. This allows the player to have immersive experience, as the player experiencing the action directly through the eyes of the main character.

*2) Nijisanji is a trademark of ANYCOLOR Inc., Aogiri High School is a trademark of viviON Inc., KizunaAI is a trademark of Activ8 Inc., Specialite is a trademark of REALITY Studios Inc., KAMITSUBAKI STUDIO is a trademark of THINKR Inc., MaRiNaSu is a trademark of Virtual Avex Inc., Nyantajia! is a trademark of Sanrio Co., Ltd., and EchoVerse is a trademark of Daimaru Matsuzakaya Department Stores Co., Ltd. (in no particular order).

Research Outline