The number of individuals aspiring to become VTubers is increasing every year. However, not everyone achieves success. What differentiates a “successful VTuber” from those who remain obscure?

In this article, we spoke with legendary figures who have shaped VTuber culture since its early days to uncover the conditions and strategies necessary for success, as well as insights into the realities of the VTuber industry!

Fookah Omoi

Hey Sudachi! Today’s interview is a must-read for anyone aspiring to become a VTuber!

Yay! Finally, my chance to debut as a VTuber…! If I become a VTuber, I can play games and earn super chats while living the good life, right?

Editor Sudachi

Fookah Omoi

That’s oversimplifying things! But I’m curious, just how challenging is it to succeed as a VTuber in reality…? So, we asked the legendary judges from the highly-anticipated VTuber audition show “VTuber Gateway” about the real challenges involved!

Is my VTuber life going to end before it even starts?!

Editor Sudachi

What is “VTuber TORYUMON”?

“VTuber TORYUMON” is a public audition show organized by Toryumon BOX, aiming to further develop and expand the VTuber industry. The legends we interviewed serve as judges, and those who pass the audition can debut as a VTuber affiliated with “Toryumon BOX”.

Meet the Judges We Interviewed

Takayoshi Iwanaga
A major player in the VTuber industry, Iwanaga was the COO of icalla Inc. (now ANYCOLOR Inc.), creators of the massive VTuber group “Nijisanji”. He has had a significant impact on the current thriving VTuber scene. Currently, he is the CEO of Yokaze Co., Ltd.

Hijiri Sakai
Known for creating original illustrations for some of the industry’s most popular VTubers, Sakai runs “Usaneko Memory”, offering over 20,000 high-quality materials such as costumes and streaming backgrounds for VTubers. He is the CEO of Memorynator Co., Ltd.

Yoshinori Tanaka
Renowned for bringing VTuber Kaguya Luna to fame—one of the first VTubers to surpass 1 million subscribers. Tanaka also worked on the development of “Pinky Pop Hepburn” and played a pivotal role during the early days of VTubing. He currently serves as the CEO of VIC Ltd.

Junji Matsuda
One of the originators who paved the way for all VTubers today, Matsuda was involved in the co-creation of “Kizuna AI”, the world’s first virtual YouTuber. He is now the CEO of TAKE1 Inc.

Takao Matsumoto
An initiator of “VTuber Gateway”, Matsumoto supported the production of “Kaguya Luna” during the early days of VTubing. Currently, he serves as the Executive Producer of the program at jig.jp Inc.

What Traits do Successful VTubers Share?

── With the VTuber market expanding each year, what do successful VTubers have in common?

Mr. Tanaka

Success can mean having a large follower count, a high number of subscribers, or good revenue. How are we defining “success” in this context?

── How about we consider reaching “1,000 subscribers”, the threshold for YouTube monetization?

Mr. Iwanaga

If using subscribers as the metric, it should be more than 1,000. That’s a milestone that can be reached without needing extraordinary talent.

Mr. Tanaka

It’s only about $100 a month, and while many give up before reaching it, it’s not an insurmountable target, particularly for women who persist.

Mr. Iwanaga

For men, simply persisting isn’t enough; more strategic approaches like niche specialization are needed.

Mr. Matsuda

The most crucial aspect is consistency.

── By consistency, do you mean streaming every day?

Mr. Matsumoto

The first hurdle is understood to be three to six months — most give up in this period. Even if you start well, achieving traction usually takes at least a year, which is still quick. The question is whether you can commit yourself to keep going for that long without quitting halfway.

Mr. Matsuda

In terms of time frame, the first aim should be six months to a year. During that period, aim to stream four to five days a week. If you’re only streaming once a week like a hobby class, it won’t work.

Mr. Sakai

If we’re looking at subscriber count, it should start from at least 10,000, with an ideal benchmark at around 30,000 to 50,000 as a mark of success.

── I see. Then, regardless of subscriber count, do full-time VTubers have any common factors that help sustain a living?

Mr. Tanaka

For those not among the top VTubers but still making a living, they often have dedicated fans subscribed to higher-tier memberships or are successful in selling merchandise. Living solely off ad revenue is generally possible for long-time veterans who’ve built their channels over many years.

── So it’s difficult to make a living through just streaming revenue as a VTuber?

Mr. Iwanaga

That’s certainly the prevailing sentiment.

Fookah Omoi

I always thought making a living as a full-time VTuber wouldn’t be easy, but it’s even tougher than I expected…

Even reaching 1,000 subscribers isn’t enough to make a living solely as a VTuber? What am I going to do… (despair)

Editor Sudachi

Fookah Omoi

Come on, let’s hear the rest! There might be a breakthrough!

Yeah, you’re right…! There must still be a chance for me!

Editor Sudachi

Fast Success: Personal Initiative or Joining an Agency?

── As the winners of the “VTuber Gateway to Success” get to join “Gateway BOX,” is it essential to aim for agency affiliation to achieve quick success?

Mr. Tanaka

I actually think the opposite is true; a future without affiliation might be more beneficial.

── Really? That’s surprising.

Mr. Iwanaga

If you aim to become a full-time VTuber quickly, bypassing agency cuts can be advantageous.

Mr. Matsumoto

The purpose of the “VTuber Gateway” is to spread awareness of this idea. Actually, “Gateway BOX” offers high returns, with only 5% retained by the organization. Most other agencies take around 30-50%. Many people start their activities without understanding this flow of revenue. Although the “VTuber Gateway” conducts a screening process, its main goal is not about passing or failing but rather improving literacy across the VTuber industry. It emphasizes making informed decisions before diving in.

Mr. Sakai

It often feels like we’re observing a club activity rather than a business venture during evaluations. There’s a lack of sound business principles.

Mr. Matsumoto

For instance, in K-POP audition shows, the applicants exhibit a completely different level of professionalism. In the established field of entertainment, there are clear benchmarks like singing, dancing, and appearance. However, the VTuber realm, with its short history, covers a wide spectrum of activities from chatting to singing and gaming. The concept of professionalism itself is vague in this context.

This ambiguity could give rise to exploitative companies that prey on aspiring VTubers. Instead of falling victim to such exploitation, we encourage participation in the “VTuber Gateway.” We avoid such exploitation and can guide even those who don’t pass the entrance exams in the right direction. The “VTuber Gateway” aims to elevate the industry’s collective understanding.

── It’s a program that genuinely considers the future of its challengers. Lately, it seems to have taken a stricter approach compared to before. Could you tell us why?

Mr. Iwanaga

Mr. Matsumoto intentionally sets high standards.

Mr. Matsuda

I think there are many people who pursue VTubing because they avoid things like “I can’t do this” or “I’m not good at that.”

Mr. Sakai

They don’t really have any particular goals or passions.

Mr. Matsuda

Exactly. In such cases, it’s honestly challenging. Those who choose VTubing by elimination lack the necessary passion. Having a clear purpose like “this is what I can do as a VTuber” or “I want to excel in this genre” is crucial.

Fookah Omoi

Sudachi, what genre do you want to excel in?

I’m thinking about using my cute voice to read my own business books in ASMR. What do you think?

Editor Sudachi

Fookah Omoi

…………

Is There a “One Chance Reversal” for VTubers?

Mr. Matsuda

On YouTube, there are audition shows like “VTuber Climbing the Ladder,” as well as individuals who work independently as YouTubers. Just as it’s hard to pinpoint a commonality among them, the VTuber genre has expanded so much that there’s no longer a clear formula for success. In the early days, having a knack for engaging talk could get you ahead, but now the field is too vast. It’s becoming a time where you need genuine artistic skills to make it.

─ I see. So, is it that the era demands VTubers to have some skill or experience to succeed?

Mr. Iwanaga

Exactly. In fact, I hope it’s a world where experienced individuals have an advantage. It’s understandably difficult for someone who just started to outdo someone who’s been streaming for ten years.

Mr. Matsuda

The current top VTubers originally started on platforms like Niconico or Niconico Live. They continued to stream even without monetization, and as the times changed, they seized opportunities to monetize.

Mr. Iwanaga

Exactly. The combination of YouTube’s monetization system and the ease of monetizing VTuber character IPs makes it profitable, but behind the scenes, some have been at it for 15 years.

Mr. Matsuda

VTubers blossomed under the spotlight, but the roots were incredibly long.

Mr. Tanaka

On the other hand, there’s also a “one chance reversal” in the entertainment world.

Mr. Iwanaga

Indeed.

Mr. Tanaka

That’s “talent,” isn’t it? A song by a faceless high school girl can go viral in an instant, outperforming a band that’s been around for decades. Those who witness such moments from the sidelines start to dream, thinking, “Maybe I can do it too.” That’s when the tagline “Live by doing what you love!” resonates. While I don’t deny the aspiration, there are people who, even after streaming or making videos every day for years, earn absolutely nothing.

Mr. Tanaka

With the spotlight on VTubers, many aspire to become one. But what if the platforms vanish 20 years from now? What if the experience as a VTuber doesn’t translate onto a resume or lead to job opportunities? I hope to reduce the number of people facing such a future. That’s why I’m part of the “VTuber Climbing the Ladder.”

Mr. Iwanaga

In reality, there are people who truly seize their one chance.

Mr. Matsuda

They do exist.

Mr. Iwanaga

They do, but if you’re approaching VTubing from a business standpoint and handling it strategically, relying on one chance success is an extremely irregular exception. We should generally proceed as if it’s not going to happen.

Fookah Omoi

“The underdog story” rarely happens in reality, huh?

No way…!
I was planning for my destined video to go viral and become a star overnight…

Editor Sudachi

What You Need is the “Power of Misunderstanding”

── You mentioned that experienced individuals have an advantage, but who else do you think is suited for this?

Mr. Sakai

For those without experience, I think people who are in the entertainment industry might have a knack for becoming VTubers.

Mr. Matsuda

Or perhaps those who can venture into untapped genres. With fewer players, there’s more opportunity.

Mr. Tanaka

I believe those who look at what’s trending and think, “I could do this better,” “I can speak more engagingly,” have a reason to give it a try.

Mr. Iwanaga

If you think you can create something superior, then you should definitely go for it.

Mr. Tanaka

Without that gut feeling, self-promotion can be tough. I suggest people become VTubers to test if their intuition is right. If your output quality is genuinely better than what’s currently being appreciated, the numbers will naturally follow.

Mr. Iwanaga

When the quality is on par, we face the advantage of early starters, making it tough for newcomers. However, if your quality distinctly surpasses others, you’ve already reached the starting line, so you should keep pursuing it without hesitation.

Mr. Tanaka

Many have the urge to be popular, but don’t clearly understand “who they want to appeal to.”

Mr. Matsuda

That’s so true.

Mr. Tanaka

People often refer to the “audience” in a vague manner, but successful people don’t look at such a vast “audience.” They identify specific targets and create content that resonates with them. I don’t just take inspiration because something is “selling.” If it doesn’t align with my sensibilities, I can’t understand why it’s trending.

However, if something you find “interesting” is successful, you’ll be able to articulate the reasons for it. From there, you can ask yourself, “How can I create something even more interesting?” I believe this is a common thought process among successful individuals.

Mr. Matsuda

Narrow down your target, set a persona, and think accordingly. It’s all about analysis.

Mr. Tanaka

Ultimately, it’s all about having the “power of misunderstanding.”

Mr. Iwanaga

Yes, definitely. I somewhat jokingly call it being an “eccentric.” The more eccentric, the more successful.

Mr. Tanaka

Absolutely. Eccentrics, those with a misunderstanding. Everyone here has some of that.
(Looking around at the members)

Mr. Matsuda

We consider ourselves geniuses (laughs).

Mr. Iwanaga

For VTubers, being a bit eccentric is just right. With an avatar, you have to exaggerate to get the balance right. Especially for male VTubers who are successful, they express things through their avatars that might seem “off” in real life but hit the mark perfectly.

Mr. Matsuda

It’s all exaggerated for streaming, so you’d probably find them super annoying if they were here in person (laughs).

Mr. Tanaka

It’s like they’re anime characters.

── For those reading this article and thinking, “Aren’t I a genius?” is becoming a VTuber a good fit?

Mr. Tanaka

I’d rather they apply to the “VTuber Ascension Gateway.”

Everyone

We’d love that!

Mr. Tanaka

The real eccentrics, even if we deny them, will continue to believe in themselves.

Mr. Matsuda

They’ll think, “These guys don’t get it at all” (laughs).

Mr. Tanaka

Even if it’s just a misunderstanding, the question is whether you have the resolve to take on that responsibility. True eccentrics will charge ahead regardless. But if there’s any anxiety or hesitation, maybe try it out as a hobby while keeping your day job.

Fookah Omoi

Sudachi, your eyes are sparkling so brightly!

I’m such a scatterbrained dreamer, and I get carried away easily…
Maybe being a VTuber is perfect for me!!
Whoooaaaaa!!!

Editor Sudachi

Beyond Lookism! The Potential of Avatars

── In the idol industry, “the younger, the better” is a common belief. But is the same true for the VTuber industry?
For instance, what if a 37-year-old company employee wants to start a career as a VTuber now?

Mr. Iwanaga

If you are committed to doing it for ten years, there is potential.
Ultimately, it comes down to whether you’re prepared to spend ten years catching up.

Mr. Tanaka

If you have accumulated something over those 37 years, you can leverage it to gain an advantage.

── If someone is in a very niche profession and can talk about a field that is not widely known, does that strength increase the chances of them going viral between the ages of 37 and 47?

Mr. Tanaka

In that case, the odds are better than those for a 20-year-old novice VTuber.

Mr. Matsuda

People who have gained some life experience often have more engaging content and polished communication skills. Therefore, there’s plenty of room for people in their 30s or 40s to take on new challenges, and there are ample opportunities.

── So, the VTuber platform allows individuals to leverage their strengths regardless of age. If you’re great at speaking or singing, why would someone specifically choose to be a VTuber?

Mr. Tanaka

For those who feel disadvantaged in careers where appearance heavily influences success, VTubing might provide a clearer path to victory.

── I see. So, if someone knows they have great speaking or singing skills but lacks confidence in their appearance, strategically becoming a VTuber could be beneficial.

Mr. Tanaka

Even in professions like voice acting or broadcasting, where “voice” should be the focus, appearances often dictate choices due to their perceived business advantage. People instinctively choose the “better-looking” option, establishing market standards.
Thus, if competing based on appearance is challenging, leveraging an avatar in VTubing is a viable strategic alternative.

Mr. Tanaka

In considering “What is the value of an avatar?” it was once said that they wouldn’t face scandals. However, they did, due to their links to the person behind them. The next viewpoint was business, suggesting avatars made character merchandising easier. But successful examples were rare and non-replicable.

So what is the current “value of an avatar”? I believe it’s their ability to erase biases. People are often judged by first impressions, but avatars remove that bias. For example, a woman in her 40s or 50s urging, “Choose me!” might struggle in reality. Yet, with a younger avatar, she could be embraced as an intelligent and experienced individual. This distinguishes VTubers from other performing arts.

All Participants

That’s true.

Mr. Tanaka

I believe avatars are a force challenging lookism.

Fookah Omoi

It’s amazing that VTubers can leverage their strengths beyond physical appearance!

Maybe if I became a handsome VTuber, I’d surpass biases and become famous too!?

Editor Sudachi

Fookah Omoi

You might be right, but remember, it’s not just about looks. You’ve got to polish your inner self too!

If I polish too much more, I might shine so brightly people won’t be able to look directly at me!

Editor Sudachi

Messages from the Legends

── Lastly, could we have a message from each of you for those aspiring to become VTubers or those who have started and are looking to grow further?

Mr. Matsumoto

Allow me to go first. What I want to convey to those starting out as VTubers is “don’t start VTubing just to make money.” While it’s perfectly fine to aim for monetization in the end, if your sole goal is money, you probably won’t last long or grow effectively.

The important thing is to reflect on your streaming and constantly improve, while seriously considering “what value can I provide?” If you can’t do this, surviving in this world will be honestly challenging.

Mr. Matsuda

This is getting tougher by the minute (laughs).

Mr. Matsuda

This is more of a suggestion, but many aspiring VTubers express “I want to do this!” yet not many think about “how do I want viewers to feel when they watch it?” Connecting this back to the target audience discussion, considering “what emotions or experiences do I want to deliver to my viewers through my streaming?” is fundamental as an entertainer, and those who can do this might become VTubers who are supported by their fans.

Mr. Sakai

I guess it’s my turn now (laughs). Simply put, “acquire something that you can be the best in the world at, no matter what it is.” Even if you’re not the best right now, take this growth journey and find one thing where you can say, “I’m the best in this field.” It doesn’t matter if it’s defined by place, culture, preferences, or gender. Identify something where you can be the best under specific conditions, and expand on that. Conversely, if it’s too broad, feel free to narrow it down a bit.

Ultimately, whether in VTubing or business, if you can’t promote your strengths or offerings, you can’t survive. If you want longevity, having a “weapon unique to you” is crucial.

Mr. Iwanaga

I guess it’s my turn now (laughs). For those about to start as VTubers or just beginning, it’s important to clarify “why” you are doing this and set your priorities. The reason is simple; depending on your purpose, what you need to do changes entirely.

For example, if you want to join a major agency, creating a track record to pass auditions is a must. If you want freedom in self-expression, maybe not joining an agency is better as it allows you to stick to your ideals more easily.

If joining an agency, choose one with a good return rate. If going solo, understanding the concept of investment is crucial. Consider how much you’re willing to spend and what kind of returns you can expect. If you can’t do that financial planning, sustaining your activities will be difficult. If you’re looking for success at a young age or simply want to make money, you’ll need a strategy for riding YouTube trends. Ultimately, “why you are doing this” heavily influences your actions. Therefore, clarifying your purpose and acting with a strategy suited to it is crucial for longevity.

Mr. Tanaka

Whether this encourages you or not, getting popular as a VTuber or not, frankly, it doesn’t matter to me.
However, I must say this. Seven years ago, I predicted, “Famous figures will eventually wear avatars!” but no one believed me. Adults told me, “Stop it,” “Don’t start a business with that idea, you’ll surely fail.” But I knew for sure it would work, and it did.
Later, when I wanted to do a “VR live” in a virtual space, I was told, “There’s no precedent, the technology is lacking, it will surely fail” and “You’ll need to issue refunds.” Yet, I brought it to a major company’s producer by saying, “We might not know if it’ll succeed, but it’s worth trying.” And we did succeed.

Now, I’m on the move again to create the next era. So, no matter how much people try to oppose or criticize, I’ll do it.

“What about you?”

That’s all from me.

Everyone

Oh wow!

Fookah Omoi

After hearing this, there’s no choice but to take action!

Yeah, I used to be just thinking “I might want to be a VTuber someday…”
But now, I’ve decided I’m going to do it for real!!!

Editor Sudachi

Fookah Omoi

Did the words of these legends resonate with our readers?
It was a tough but sincere interview, showing genuine concern for the VTuber community!
On a side note, it seems the writer repeatedly said, “Give me more light…” while struggling with the harsh comments during the interview! (Haha)
Chasing dreams is tough, isn’t it?
That’s why both “VTuber Gateway” and “Stmaga” are here to give you our full support!

When You’ve Decided to “Do It”… “Alive Studio”

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Why not bring your dream VTuber environment to life with “Alive Studio“?