This article comes from WeChat public account “Sanwenyu” (ID: hi3wyu), author Nishito, Hara The title “Virtual Idol Blowout, VTuber Channel Breaks Ten Thousand”, released by Ai Faner with authorization.
According to User Local statistics, as of January 2020, the total number of VTuber (virtual artist) has exceeded 10,000, a ten-fold increase over 2018.
Is VTuber a good business? Why are so many companies going forward?
An animated advertising report gives some answers-Criteo issued a report in April 2019, saying that the Japanese animated advertising market share will reach 290 billion yen in 2020, and about 68.8% of companies said “YouTube is the preferred medium.” In addition, VTuber already has a mature business model, and the technology behind it has been able to support the company’s “batch” launch and operation of hundreds of virtual artists.
These successful VTubers have become more and more popular in the increasingly mature technology and commercial market environment.
▲ From March 2018 to January 2020, the number of VTuber growth chart: from March to May 2018, the fastest growth rate, with 1,000 people growing each month; the growth rate has begun from the end of 2018 Slow, but still showing a steady growth rate
But we also see the predicament that exists here-newcomers who make a batch debut, it is difficult to suck powder. Rainbow Club has opened 104 VTuber channels, but the average number of fans per channel is only 135,000; the average number of fans of upd8’s channels is only 132,000.
The VTuber community is growing, but their rankings haven’t changed much in more than two years.
According to public data from User Local, Zhanai has the highest number of subscriptions, with 2.69 million people, with a total of nearly 300 million views. The second-ranked trip love game is also a special channel to separate the live game live channel from trip love. The top three are Hui Yeyue, the fourth is Mirai Akari, and the fifth is computer girl Xiaobai.
Compared to the ranking in December 2018, Top10 has not changed.
Business behind VTuber
A number of agencies estimate the Japanese animated advertising market in 2020 to be between 200 and 290 billion yen.
According to the investigation of the animation advertising market trend jointly implemented by Cyber Agent and seed planning digital effect, the animation advertising market in 2017 was 109.3 billion yen, and in 2020 it will exceed 200 billion yen.
Criteo also mentioned in a report released in April 2019 that the animated advertising market in 2020 will be 290 billion yen. Among them, 68.8% of the companies said that their preferred first media is YouTube.
The huge scale of the animation advertising market will help promote the further development of VTuber.
▲ The scale of the animation advertising market is more than 200 billion yen, which will help VTuber’s development
But for many VTuber, they are the mostMuch of the revenue still comes from live performances and other performance fees.
For example, Fengkoufeng. She is a VTuber owned by the Rainbow Club. Among the 22 or more music events hosted or participated in by the Rainbow Club, offline concerts and large-scale concerts, Fengkou Feng participated in about 14 shows.
Fujiguchi’s biggest income comes from live performances and other activities. Since the success of her personal concert, she has been active in the online and offline music field of VTuber Music. On July 16, 2019, at the official Kyomaf conference of the Tokyo Metropolitan Manga · Anime Fair, Kouguchi and Honma sunflower were both Japan’s “welcome ambassadors”.
In addition, she once revealed in the live broadcast that the revenue is mainly derived from audio and product sales, YouTube (advertising, superchat, members) , event appearance fees (live broadcast, etc.) < / strong>, business promotion (referrals for games, etc.) , and music events (singing, CDs, etc.) .
Sound and sound products and mobile phones are sold on BOOTH, the official sales website of the Rainbow Society. They will be charged a fee of 3.65%, and the rest within 500,000 yen will be used for the artist’s own promotional activities. On the day of the solo concert of Kaede Higuchi 1st Live “KANA-DERO” held on January 12, 2019, KANA-DERO of the “Kouguchi 1st Single” solo concert CD was released. On May 17, 2019, Kaede Higuchi 1st Live “KANA-DERO” [Blu-ray] will be released on the BOOTH website of the Rainbow Company’s official website for 7000 yen; the same jacket by Sakiguchi will be sold for 12,000 yen .
The YouTube revenue mentioned by Fengkou Feng includes advertising revenue, superchat (similar to gifts from Chinese fans) , and membership fees. The member she mentioned was 500 yen per month.
In addition to broadening the market and methods of commercial realization,The industrial environment behind VTuber is also maturing.
1. Technology is becoming civilians
In addition to the growing demand for animated advertising, it will promote the development of VTuber. In order to meet the growing needs of individual VTubers, many companies have developed businesses that support creators to provide virtual anchor development services, allowing users to use A smartphone can become a VTuber.
For example, Ichikara Co., Ltd., which manages the Rainbow Company, has developed a virtual live app “NIJISANJI” for iPhoneX. With iPhone ’s “Face Recognition ID”, you can give your character a change of expression and broadcast the video.
Cover Co., Ltd., which successfully raised 200 million yen in funds in June 2019, has also developed the app “Hololive” with the same function. There are also services that can be made directly into 3D characters. Pixiv launched 3D production software for VRoid Studio starting in August 2019. You can use this software to create original characters without professional 3D designers.
In addition, VTuber for individual operators, the platform operations are also constantly optimized, such as PixivFANBOX, WordPress, etc.
2. Capital accelerates industrial development
Mirrativ has raised 3.1 billion yen in financing, and Rainbow Club has received 700 million yen in investment.
Investments in VTuber are also very active. In addition to the 700 million capital increase that the well-known Rainbow Society received in the industry, Mirrativ, which developed the VTuber communication platform, also received 3.1 billion yen in funding in February 2019.
Who is running VTuber in bulk? Rainbow Club has 104 VTuber channels and upd8 has 52 channels
Tian Ai has the highest number of subscriptions and total playbacks on YouTube, but from the perspective of its operations team, the number of upd8 channels and the total number of fans are not as good as Rainbow Group (NIJISANJI)
According to the data published by User Local, a group of corporate virtual artistes with an average number of fans of more than 10,000 is selected for statistics. The results show that the current rainbow societyProject has 104 channels and more than 14 million followers.
In contrast, upd8’s number of channels (52) is only half of the Rainbow Society Project, and the total number of fans is about 6.85 million, which is less than half of the Rainbow Society.
However, after the Rainbow Club ’s best-performing Moon Beauty Rabbit subscriptions / fans (480,000) , the average number of fans is still around 130,000. After upd8 excluding the best-performing trip love and trip love games, the average number of fans per channel is only about 50,000, and there is a great disparity among virtual artists.
In fact, the major brokerage companies in Japan’s VTuber industry are mainly three companies: Rainbow Club, upd8, and Hololive (42 channels and 5.959 million fans).
Rainbow Club is a VTuber company operated by Ichikara Co., Ltd., which was established on February 8, 2018. Taking the Live2D Virtue liver group as the pioneer, its representative roles are the beauty of Yueyue, Fengkoufeng, Jingjing, etc. In 2019 alone, 43 VTubers made their debut.
According to the official information of the Rainbow Society, Rainbow Society has absorbed 97 virtual artists in Japan, the largest number of virtual artist operating groups in Japan.
▲ Ranking of Rainbow Club Operation Roles
In addition, Ichikara Co., Ltd., which operates the Rainbow Company, started the “VirtualReal” project in China in April 2019, the “NIJISANJI IN” in Indonesia in November of the same year, and the “NIJISANJI” in Korea in December “KR” has continuously expanded the virtual artist team around the world. So far, the number of rainbow characters in the world has actually exceeded one hundred.
▲ The data comes from Rainbow Weekly Nijisanji in 2019 (as of 2019.12.31)
▲ The data comes from Rainbow Weekly Nijisanji in 2019 (as of 2019.12.31)
Of the nearly one hundred virtual artist roles in Rainbow Society, the top five subscriptions are Moon Beauty Rabbit, Honma Sunflower, Kaguchi Kaede, and Shiina Weihua; the fastest growing number of subscriptions is Meng Zhuxiang Up 1300%.
Operate 104 VTuber channels simultaneously, Rainbow Club How did you do it?
1. Mainly “diversification” and “personalization”, good at virtual artist personality matching
The rainbow club team is characterized by “diversity” and “personalization.”
The Rainbow Club team has broken the ordinary people’s understanding of VTuber as a beautiful girl. There are dozens of male VTubers. And compared with the team’s overall sense of unity, the Rainbow Society attaches more importance to the personality of each member and the chemical reaction caused by the matching between different personalities.
▲ Ranking of YouTube highly rated submission videos in the second half of 2019
In terms of live content, it is characterized by virtual artists with different personalities who have jointly planned live broadcasts.
According to the above figure, as of the early morning of December 1, 2019, MoguLive’s statistics on the 30 submission videos selected based on the high evaluation index, among which more than half of the videos have been participated by Rainbow Club. Because Rainbow Club is good at creating diversity and personalization of artists, through the matching of different personality artists, the videos jointly planned by virtual artists account for one third. In terms of content themes of high-rated videos, there are mainly “introduction of virtual artist debut” (7/30) , 3D image release (6/30), “contest “ (4/30) and more. In other areas, there are talks, healing, and interpersonal relationships.
Similarly, according to Mogulive, answer the most watched35.5% of the respondents whose content was an “introduction” of the animation, presumably because the listeners could not decide whether to continue listening after they introduced themselves. The game live is 13.5%, and talent shows such as singing and musical instruments are 9.9%. Video live broadcast accounted for 19.2%, of which the popular virtual artist’s joint live broadcast on the same station was more than double the personal live broadcast.
2. Expanding influence: high product conversion rate x online and offline planning activities x high live broadcast volume
▲ VTuber’s activity range
VTuber’s main active areas include product promotion, VR live broadcast, music, animation websites, games / e-Sports, TV variety shows, live events and other fields, and have achieved certain income. Therefore, the main revenue models of VTuber are:
- Promotional advertising revenue for products, services, businesses, etc.
- TV variety shows, live rooms, and other live video appearances (similar to artist debut)
- Gamification, animation, film, television, mobile, line emoticons, and other IP monetization, etc.
According to statistics from the NGA and Rainbow Weekly, in terms of commodities, as one of the important benefits of members, about 20 collective sounds and 60 individual sounds were produced and sold in 2019. Other products include clothing, T-shirts, stickers, mugs, and iPhone case for mobile phones. More distinctive features are like rainbow chocolate candy, scan the code against AR to call a virtual anchor, and “NIJISANJI x Fragrance5” series of theme perfumes are on sale, each corresponding to a different member.
Rainbow Club is good at planning live performances with virtual artists of different personalities. In 2019, there will be more than 22 live music events such as offline live and large-scale concerts hosted or participated by Rainbow Club. Among them, “ CaiAt the Hongshe Music Festival ~ Powered by DMM music ~ “and 15 virtual artists performing” Virtual to LIVE in Lao Guoguo “on December 8th, the number of participants at the event and the number of performers reached the VTuber group. The largest scale in the past.
▲ On December 30, 2019, “ Virtual to LIVE in Ryogoku Kokugikan 2019 ” Rainbow Club’s separate concert scene
In terms of VR live broadcasts, the Rainbow Club’s live broadcast in 2019 reached 15,670, an average of 43 times per day. In terms of games, Rainbow Club and WIXOSS have joined forces. In addition, DUEL MASTERS PLAY ’S has also co-hosted live game events. Moon Beauty Rabbit and Honma Sunflower made their debut.
▲ The scale of the animation advertising market is more than 200 billion yen, which will help VTuber’s development
But for many VTuber, they are the mostMuch of the revenue still comes from live performances and other performance fees.
For example, Fengkoufeng. She is a VTuber owned by the Rainbow Club. Among the 22 or more music events hosted or participated in by the Rainbow Club, offline concerts and large-scale concerts, Fengkou Feng participated in about 14 shows.
Fujiguchi’s biggest income comes from live performances and other activities. Since the success of her personal concert, she has been active in the online and offline music field of VTuber Music. On July 16, 2019, at the official Kyomaf conference of the Tokyo Metropolitan Manga · Anime Fair, Kouguchi and Honma sunflower were both Japan’s “welcome ambassadors”.
In addition, she once revealed in the live broadcast that the revenue is mainly derived from audio and product sales, YouTube (advertising, superchat, members) , event appearance fees (live broadcast, etc.) < / strong>, business promotion (referrals for games, etc.) , and music events (singing, CDs, etc.) .
Sound and sound products and mobile phones are sold on BOOTH, the official sales website of the Rainbow Society. They will be charged a fee of 3.65%, and the rest within 500,000 yen will be used for the artist’s own promotional activities. On the day of the solo concert of Kaede Higuchi 1st Live “KANA-DERO” held on January 12, 2019, KANA-DERO of the “Kouguchi 1st Single” solo concert CD was released. On May 17, 2019, Kaede Higuchi 1st Live “KANA-DERO” [Blu-ray] will be released on the BOOTH website of the Rainbow Company’s official website for 7000 yen; the same jacket by Sakiguchi will be sold for 12,000 yen .
The YouTube revenue mentioned by Fengkou Feng includes advertising revenue, superchat (similar to gifts from Chinese fans) , and membership fees. The member she mentioned was 500 yen per month.
In addition to broadening the market and methods of commercial realization,The industrial environment behind VTuber is also maturing.
1. Technology is becoming civilians
In addition to the growing demand for animated advertising, it will promote the development of VTuber. In order to meet the growing needs of individual VTubers, many companies have developed businesses that support creators to provide virtual anchor development services, allowing users to use A smartphone can become a VTuber.
For example, Ichikara Co., Ltd., which manages the Rainbow Company, has developed a virtual live app “NIJISANJI” for iPhoneX. With iPhone ’s “Face Recognition ID”, you can give your character a change of expression and broadcast the video.
Cover Co., Ltd., which successfully raised 200 million yen in funds in June 2019, has also developed the app “Hololive” with the same function. There are also services that can be made directly into 3D characters. Pixiv launched 3D production software for VRoid Studio starting in August 2019. You can use this software to create original characters without professional 3D designers.
In addition, VTuber for individual operators, the platform operations are also constantly optimized, such as PixivFANBOX, WordPress, etc.
2. Capital accelerates industrial development
Mirrativ has raised 3.1 billion yen in financing, and Rainbow Club has received 700 million yen in investment.
Investments in VTuber are also very active. In addition to the 700 million capital increase that the well-known Rainbow Society received in the industry, Mirrativ, which developed the VTuber communication platform, also received 3.1 billion yen in funding in February 2019.
Who is running VTuber in bulk? Rainbow Club has 104 VTuber channels and upd8 has 52 channels
Tian Ai has the highest number of subscriptions and total playbacks on YouTube, but from the perspective of its operations team, the number of upd8 channels and the total number of fans are not as good as Rainbow Group (NIJISANJI)
According to the data published by User Local, a group of corporate virtual artistes with an average number of fans of more than 10,000 is selected for statistics. The results show that the current rainbow societyProject has 104 channels and more than 14 million followers.
In contrast, upd8’s number of channels (52) is only half of the Rainbow Society Project, and the total number of fans is about 6.85 million, which is less than half of the Rainbow Society.
However, after the Rainbow Club ’s best-performing Moon Beauty Rabbit subscriptions / fans (480,000) , the average number of fans is still around 130,000. After upd8 excluding the best-performing trip love and trip love games, the average number of fans per channel is only about 50,000, and there is a great disparity among virtual artists.
In fact, the major brokerage companies in Japan’s VTuber industry are mainly three companies: Rainbow Club, upd8, and Hololive (42 channels and 5.959 million fans).
Rainbow Club is a VTuber company operated by Ichikara Co., Ltd., which was established on February 8, 2018. Taking the Live2D Virtue liver group as the pioneer, its representative roles are the beauty of Yueyue, Fengkoufeng, Jingjing, etc. In 2019 alone, 43 VTubers made their debut.
According to the official information of the Rainbow Society, Rainbow Society has absorbed 97 virtual artists in Japan, the largest number of virtual artist operating groups in Japan.
▲ Ranking of Rainbow Club Operation Roles
In addition, Ichikara Co., Ltd., which operates the Rainbow Company, started the “VirtualReal” project in China in April 2019, the “NIJISANJI IN” in Indonesia in November of the same year, and the “NIJISANJI” in Korea in December “KR” has continuously expanded the virtual artist team around the world. So far, the number of rainbow characters in the world has actually exceeded one hundred.
▲ The data comes from Rainbow Weekly Nijisanji in 2019 (as of 2019.12.31)
▲ The data comes from Rainbow Weekly Nijisanji in 2019 (as of 2019.12.31)
Of the nearly one hundred virtual artist roles in Rainbow Society, the top five subscriptions are Moon Beauty Rabbit, Honma Sunflower, Kaguchi Kaede, and Shiina Weihua; the fastest growing number of subscriptions is Meng Zhuxiang Up 1300%.
Operate 104 VTuber channels simultaneously, Rainbow Club How did you do it?
1. Mainly “diversification” and “personalization”, good at virtual artist personality matching
The rainbow club team is characterized by “diversity” and “personalization.”
The Rainbow Club team has broken the ordinary people’s understanding of VTuber as a beautiful girl. There are dozens of male VTubers. And compared with the team’s overall sense of unity, the Rainbow Society attaches more importance to the personality of each member and the chemical reaction caused by the matching between different personalities.
▲ Ranking of YouTube highly rated submission videos in the second half of 2019
In terms of live content, it is characterized by virtual artists with different personalities who have jointly planned live broadcasts.
According to the above figure, as of the early morning of December 1, 2019, MoguLive’s statistics on the 30 submission videos selected based on the high evaluation index, among which more than half of the videos have been participated by Rainbow Club. Because Rainbow Club is good at creating diversity and personalization of artists, through the matching of different personality artists, the videos jointly planned by virtual artists account for one third. In terms of content themes of high-rated videos, there are mainly “introduction of virtual artist debut” (7/30) , 3D image release (6/30), “contest “ (4/30) and more. In other areas, there are talks, healing, and interpersonal relationships.
Similarly, according to Mogulive, answer the most watched35.5% of the respondents whose content was an “introduction” of the animation, presumably because the listeners could not decide whether to continue listening after they introduced themselves. The game live is 13.5%, and talent shows such as singing and musical instruments are 9.9%. Video live broadcast accounted for 19.2%, of which the popular virtual artist’s joint live broadcast on the same station was more than double the personal live broadcast.
2. Expanding influence: high product conversion rate x online and offline planning activities x high live broadcast volume
▲ VTuber’s activity range
VTuber’s main active areas include product promotion, VR live broadcast, music, animation websites, games / e-Sports, TV variety shows, live events and other fields, and have achieved certain income. Therefore, the main revenue models of VTuber are:
- Promotional advertising revenue for products, services, businesses, etc.
- TV variety shows, live rooms, and other live video appearances (similar to artist debut)
- Gamification, animation, film, television, mobile, line emoticons, and other IP monetization, etc.
According to statistics from the NGA and Rainbow Weekly, in terms of commodities, as one of the important benefits of members, about 20 collective sounds and 60 individual sounds were produced and sold in 2019. Other products include clothing, T-shirts, stickers, mugs, and iPhone case for mobile phones. More distinctive features are like rainbow chocolate candy, scan the code against AR to call a virtual anchor, and “NIJISANJI x Fragrance5” series of theme perfumes are on sale, each corresponding to a different member.
Rainbow Club is good at planning live performances with virtual artists of different personalities. In 2019, there will be more than 22 live music events such as offline live and large-scale concerts hosted or participated by Rainbow Club. Among them, “ CaiAt the Hongshe Music Festival ~ Powered by DMM music ~ “and 15 virtual artists performing” Virtual to LIVE in Lao Guoguo “on December 8th, the number of participants at the event and the number of performers reached the VTuber group. The largest scale in the past.
▲ On December 30, 2019, “ Virtual to LIVE in Ryogoku Kokugikan 2019 ” Rainbow Club’s separate concert scene
In terms of VR live broadcasts, the Rainbow Club’s live broadcast in 2019 reached 15,670, an average of 43 times per day. In terms of games, Rainbow Club and WIXOSS have joined forces. In addition, DUEL MASTERS PLAY ’S has also co-hosted live game events. Moon Beauty Rabbit and Honma Sunflower made their debut.
▲ Ranking of Rainbow Club Operation Roles
In addition, Ichikara Co., Ltd., which operates the Rainbow Company, started the “VirtualReal” project in China in April 2019, the “NIJISANJI IN” in Indonesia in November of the same year, and the “NIJISANJI” in Korea in December “KR” has continuously expanded the virtual artist team around the world. So far, the number of rainbow characters in the world has actually exceeded one hundred.
▲ The data comes from Rainbow Weekly Nijisanji in 2019 (as of 2019.12.31)
▲ The data comes from Rainbow Weekly Nijisanji in 2019 (as of 2019.12.31)
Of the nearly one hundred virtual artist roles in Rainbow Society, the top five subscriptions are Moon Beauty Rabbit, Honma Sunflower, Kaguchi Kaede, and Shiina Weihua; the fastest growing number of subscriptions is Meng Zhuxiang Up 1300%.
Operate 104 VTuber channels simultaneously, Rainbow Club How did you do it?
1. Mainly “diversification” and “personalization”, good at virtual artist personality matching
The rainbow club team is characterized by “diversity” and “personalization.”
The Rainbow Club team has broken the ordinary people’s understanding of VTuber as a beautiful girl. There are dozens of male VTubers. And compared with the team’s overall sense of unity, the Rainbow Society attaches more importance to the personality of each member and the chemical reaction caused by the matching between different personalities.
▲ Ranking of YouTube highly rated submission videos in the second half of 2019
In terms of live content, it is characterized by virtual artists with different personalities who have jointly planned live broadcasts.
According to the above figure, as of the early morning of December 1, 2019, MoguLive’s statistics on the 30 submission videos selected based on the high evaluation index, among which more than half of the videos have been participated by Rainbow Club. Because Rainbow Club is good at creating diversity and personalization of artists, through the matching of different personality artists, the videos jointly planned by virtual artists account for one third. In terms of content themes of high-rated videos, there are mainly “introduction of virtual artist debut” (7/30) , 3D image release (6/30), “contest “ (4/30) and more. In other areas, there are talks, healing, and interpersonal relationships.
Similarly, according to Mogulive, answer the most watched35.5% of the respondents whose content was an “introduction” of the animation, presumably because the listeners could not decide whether to continue listening after they introduced themselves. The game live is 13.5%, and talent shows such as singing and musical instruments are 9.9%. Video live broadcast accounted for 19.2%, of which the popular virtual artist’s joint live broadcast on the same station was more than double the personal live broadcast.
2. Expanding influence: high product conversion rate x online and offline planning activities x high live broadcast volume
▲ VTuber’s activity range
VTuber’s main active areas include product promotion, VR live broadcast, music, animation websites, games / e-Sports, TV variety shows, live events and other fields, and have achieved certain income. Therefore, the main revenue models of VTuber are:
- Promotional advertising revenue for products, services, businesses, etc.
- TV variety shows, live rooms, and other live video appearances (similar to artist debut)
- Gamification, animation, film, television, mobile, line emoticons, and other IP monetization, etc.
According to statistics from the NGA and Rainbow Weekly, in terms of commodities, as one of the important benefits of members, about 20 collective sounds and 60 individual sounds were produced and sold in 2019. Other products include clothing, T-shirts, stickers, mugs, and iPhone case for mobile phones. More distinctive features are like rainbow chocolate candy, scan the code against AR to call a virtual anchor, and “NIJISANJI x Fragrance5” series of theme perfumes are on sale, each corresponding to a different member.
Rainbow Club is good at planning live performances with virtual artists of different personalities. In 2019, there will be more than 22 live music events such as offline live and large-scale concerts hosted or participated by Rainbow Club. Among them, “ CaiAt the Hongshe Music Festival ~ Powered by DMM music ~ “and 15 virtual artists performing” Virtual to LIVE in Lao Guoguo “on December 8th, the number of participants at the event and the number of performers reached the VTuber group. The largest scale in the past.
▲ On December 30, 2019, “ Virtual to LIVE in Ryogoku Kokugikan 2019 ” Rainbow Club’s separate concert scene
In terms of VR live broadcasts, the Rainbow Club’s live broadcast in 2019 reached 15,670, an average of 43 times per day. In terms of games, Rainbow Club and WIXOSS have joined forces. In addition, DUEL MASTERS PLAY ’S has also co-hosted live game events. Moon Beauty Rabbit and Honma Sunflower made their debut.
▲ Ranking of YouTube highly rated submission videos in the second half of 2019
In terms of live content, it is characterized by virtual artists with different personalities who have jointly planned live broadcasts.
According to the above figure, as of the early morning of December 1, 2019, MoguLive’s statistics on the 30 submission videos selected based on the high evaluation index, among which more than half of the videos have been participated by Rainbow Club. Because Rainbow Club is good at creating diversity and personalization of artists, through the matching of different personality artists, the videos jointly planned by virtual artists account for one third. In terms of content themes of high-rated videos, there are mainly “introduction of virtual artist debut” (7/30) , 3D image release (6/30), “contest “ (4/30) and more. In other areas, there are talks, healing, and interpersonal relationships.
Similarly, according to Mogulive, answer the most watched35.5% of the respondents whose content was an “introduction” of the animation, presumably because the listeners could not decide whether to continue listening after they introduced themselves. The game live is 13.5%, and talent shows such as singing and musical instruments are 9.9%. Video live broadcast accounted for 19.2%, of which the popular virtual artist’s joint live broadcast on the same station was more than double the personal live broadcast.
2. Expanding influence: high product conversion rate x online and offline planning activities x high live broadcast volume
▲ VTuber’s activity range
VTuber’s main active areas include product promotion, VR live broadcast, music, animation websites, games / e-Sports, TV variety shows, live events and other fields, and have achieved certain income. Therefore, the main revenue models of VTuber are:
- Promotional advertising revenue for products, services, businesses, etc.
- TV variety shows, live rooms, and other live video appearances (similar to artist debut)
- Gamification, animation, film, television, mobile, line emoticons, and other IP monetization, etc.
According to statistics from the NGA and Rainbow Weekly, in terms of commodities, as one of the important benefits of members, about 20 collective sounds and 60 individual sounds were produced and sold in 2019. Other products include clothing, T-shirts, stickers, mugs, and iPhone case for mobile phones. More distinctive features are like rainbow chocolate candy, scan the code against AR to call a virtual anchor, and “NIJISANJI x Fragrance5” series of theme perfumes are on sale, each corresponding to a different member.
Rainbow Club is good at planning live performances with virtual artists of different personalities. In 2019, there will be more than 22 live music events such as offline live and large-scale concerts hosted or participated by Rainbow Club. Among them, “ CaiAt the Hongshe Music Festival ~ Powered by DMM music ~ “and 15 virtual artists performing” Virtual to LIVE in Lao Guoguo “on December 8th, the number of participants at the event and the number of performers reached the VTuber group. The largest scale in the past.
▲ On December 30, 2019, “ Virtual to LIVE in Ryogoku Kokugikan 2019 ” Rainbow Club’s separate concert scene
In terms of VR live broadcasts, the Rainbow Club’s live broadcast in 2019 reached 15,670, an average of 43 times per day. In terms of games, Rainbow Club and WIXOSS have joined forces. In addition, DUEL MASTERS PLAY ’S has also co-hosted live game events. Moon Beauty Rabbit and Honma Sunflower made their debut.
- TV variety shows, live rooms, and other live video appearances (similar to artist debut)