#17live
**Rise of the Virtual Idols: The Next Big Trend in Digital Entertainment and Marketing **
In Taiwan in 2022, half of the top 10 earners from YouTube live comments were not real people but virtual idols or VTubers. This trend is not limited to Taiwan, as globally 4 of the top 10 earners from YouTube live streaming are also virtual idols.
According to Lian Jianlin, the global CEO of 17LIVE Group, a major live streaming entertainment platform, this sector is on the brink of a significant breakthrough. At a venture capital summit in Japan, Jianlin presented as a virtual anchor and announced the launch of five virtual anchors under 17LIVE.
The appeal of these virtual idols is their ability to exceed the expectations and abilities of real people. The virtual idols can be non-human or even ancient creatures, providing fans with a unique, imaginative experience. The fan interaction rate with these idols is reportedly three times higher than with real Key Opinion Leaders on social platforms like Instagram. This high level of engagement is especially strong among younger audiences.
Companies are leveraging these virtual idols to capture the attention of the younger generation and for transnational marketing. The virtual idols can easily cross geographical boundaries and cater to diverse markets simultaneously.
The rapid growth of the virtual idol market is attributed to a combination of factors including the Japanese animation IP industry, streaming services boosted by the pandemic, and the wave of generative AI. By 2025, China’s virtual human market is predicted to reach RMB 200 billion.
However, creating a successful virtual idol presents certain challenges. It requires recreating an IP from scratch, which is often time-consuming and uncertain. In addition, a company needs to have the ability to manage a virtual idol much like an entertainer, with a careful training and exposure strategy. Finally, at present, the audience for virtual idols is predominantly limited to those who love animation and video games.
Nevertheless, virtual idols are expected to proliferate in the future and may become a significant tool in the marketing and public relations mix for enterprises.
https://www.businessweekly.com.tw/magazine/Article_mag_page.aspx?id=7008367
