VTubers are online entertainers who use animated avatars instead of showing their real faces. These avatars can be anything from demons and witches to schoolgirls, and they’ve become a huge part of streaming culture. Many work independently, but some join big companies that help them become stars. One of the largest is Hololive, run by Japan’s COVER Corporation. Hololive manages 87 talents, including 20 who speak English, and together they have more than 80 million subscribers. Their popularity is so high that they’ve sold out Dodger Stadium twice and will soon perform at Radio City Music Hall.
The technology behind VTubers uses software that captures face, hand, or body movements. This allows performers to stay anonymous but still connect deeply with fans. According to COVER CEO Motoaki Tanigo, avatars let shy people express themselves more freely: “You can be your genuine self in ways you can’t in real life.”
How VTubing Grew
Although VTubers started small, the COVID-19 pandemic made them mainstream. By 2024, YouTube views of VTuber content reached 40 billion. Twitch has also become a major home for VTubers, where countless colorful characters stream games, chat, or sing for their audiences. For many fans, the appeal lies in the fantasy worlds VTubers create, blending entertainment with imagination.
The Birth of Hololive
COVER Corporation began in 2016 with a focus on VR and AR software. In 2017, they launched their first avatar, Tokino Sora, who unexpectedly became more popular than the game she was meant to promote. That success convinced COVER to pivot fully into VTubing.
Getting into Hololive is tough. The company designs characters with professional anime artists, while aspiring performers audition to bring them to life. Candidates don’t choose their character’s look, but they add their own personality, skills, and style. The audition process can take months and often requires multiple attempts. This system borrows ideas from Japan’s idol industry, where young stars are carefully managed and marketed. However, Tanigo insists Hololive gives performers more freedom than traditional idol groups.
Life Inside Hololive
Once accepted, VTubers gain access to COVER’s tools, music producers, and event support. They also get professional studios for motion capture. In exchange, the company owns the rights to the characters and takes a share of revenue from donations, subscriptions, and sponsorships. Still, Hololive’s goal, according to Tanigo, is to support individuals rather than tightly control them.
Setbacks and Graduations
The VTuber industry has faced difficulties. Rival agency VShojo recently shut down after losing $11 million, and some of its stars accused it of mishandling funds. At Hololive, several popular talents have “graduated” (left the company), including Gawr Gura, who was once the most subscribed VTuber on YouTube. Graduations are usually explained as differences in support or creative direction, though they can leave fans disappointed.
What’s Next
Despite these challenges, Hololive is expanding. Its latest project, Holoearth, is a virtual world where fans can meet VTubers, take photos with them, and even use digital merchandise. Tanigo believes that within the next decade, VTubers will become major international artists, not just Japanese entertainers. COVER’s goal, he says, is to support these creators so they can succeed worldwide.
