Understanding the Consequences of VTuber Reincarnation
Yiluo Wei, Gareth Tyson
TL;DR
This paper tackles the problem of VTuber reincarnation, a process driven by dual-identity strain and IP ownership by agencies, by conducting the first large-scale quantitative analysis of its consequences. Using 12 high-profile cases and a dataset of 728,604 livestreams with over 4.5 billion interactions, the study shows that reincarnation triggers substantial career setbacks for the Nakanohito, including sharp declines in core fans and paying supporters, while audience migration is limited and many viewers disengage. It also reveals that harassment intensifies post-reincarnation, with harassment persisting across identities and driven by both legacy harassers and previously supportive fans. The findings highlight a fundamental fragility in the corporate VTuber model, where the Nakanohito’s irreplaceable role creates value that is difficult to transfer, and they offer data-driven recommendations for platform design, talent management, and cross-stakeholder strategies to mitigate losses and foster a healthier ecosystem. The work advances understanding of audience dynamics, industry value destruction, and online harassment in a high-profile digital labor domain, with implications for policy and practice in similar IP-reliant creator economies.
Abstract
The rapid proliferation of VTubers, digital avatars controlled and voiced by human actors (Nakanohito), has created a lucrative and popular entertainment ecosystem. However, the prevailing industry model, where corporations retain ownership of the VTuber persona while the Nakanohito bears the immense pressure of dual-identity management, exposes the Nakanohito to significant vulnerabilities, including burnout, harassment, and precarious labor conditions. When these pressures become untenable, the Nakanohito may terminate their contracts and later debut with a new persona, a process known as "reincarnation". This phenomenon, a rising concern in the industry, inflicts substantial losses on the Nakanohito, agencies, and audiences alike. Understanding the quantitative fallout of reincarnation is crucial for mitigating this damage and fostering a more sustainable industry. To address this gap, we conduct the first large-scale empirical study of VTuber reincarnation, analyzing 12 significant cases using a comprehensive dataset of 728K livestream sessions and 4.5B viewer interaction records. Our results suggest reincarnation significantly damages a Nakanohito's career, leading to a decline in audience and financial support, an increase in harassment, and negative repercussions for the wider VTuber industry. Overall, these insights carry immediate implications for mitigating the significant professional and personal costs of the reincarnation, and fostering a healthier and more equitable VTuber ecosystem.