VTubing: How a Japanese Phenomenon Is Going Worldwide

# Summary VTubing, where performers use animated avatars controlled by their real-life movements, has grown from a Japanese niche into a global phenomenon, with Japan's VTuber market reaching 80 billion yen in 2023—a 153.8% increase year-over-year. While Japanese VTuber agencies still dominate the industry, the activity is rapidly expanding worldwide, particularly in the US, as creators and audiences recognize it as a legitimate form of content creation and self-expression. VTubers are drawn to the medium for its ability to create and embody distinct characters while maintaining privacy, rather than as a substitute for lacking traditional appeal.