An Exploratory Study on Virtual YouTuber Consumption: Focusing on the Worldview, Appearance, Voice, and Personality of Virtual YouTuber

This study was undertaken to investigate the factors influencing subscriptions to virtual YouTubers (VTubers) and to assess the impact of each variable on VTuber subscriptions. Worldview, appearance, voice, and personality were identified as sub-attributes of VTubers. A questionnaire study was conducted to investigate four research questions. Participants consisted exclusively of consumers who had subscribed to VTubers for a minimum of 6 months, yielding data from 120 respondents pertaining to 66 VTubers. Findings revealed that music activities, conversations, and gaming emerged as the most favored content among consumers, while the relationship dynamics between VTubers and their audience, along with the VTuber’s voice, were highlighted as crucial variables in consumer’s subscription behavior. Moreover, it was observed that the “cute” personality trait of VTubers positively impacted the subscription behavior. This study contributes academically by providing empirical insights into the consumption culture surrounding VTubers and offers practical implications by suggesting key considerations and priorities for VTuber creation and management.