VTubers are catching marketers’ eyes in 2025

2025 is shaping up to be the year of the VTuber — and as audience interest in this nascent category of creator grows, advertisers are starting to buy in.

Although VTubers — livestreamers or video creators who use virtual avatars, rather than their real-life identities, as their public personas — initially became popular in Japan in the mid-2010s, this type of creator has become increasingly popular in the West in the past year, with VTubers such as the Twitch streamer Ironmouse becoming some of the most-subscribed or most-followed creators on their platforms. 

Where audience eyeballs go, brands follow — and this year, brands across categories such as sports, food and even alcohol have widened their influencer marketing spend to include VTuber collaborations. 

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