Entertainers Between Real and Virtual -- Investigating Viewer Interaction, Engagement, and Relationships with Avatarized Virtual Livestreamers

2025-04-12

AI Summary

This study investigates how VTuber avatars influence audience engagement and relational development, focusing on the dynamic symbiosis between their dual identity as real human voice actors and virtual characters. Method: Employing in-depth qualitative interviews (n=21), the research integrates grounded theory with cross-dimensional discourse analysis, using non-avatar-based live streaming as a comparative control condition. Contribution/Results: The study proposes a novel “theatricalized engagement” paradigm, identifying four avatarization-driven interaction motives and three distinct relational evolution pathways. It systematically elucidates their differential effects on perceived intimacy, authenticity, escapism, and continuity. Findings provide empirical grounding and a practical framework for designing virtual entertainment systems, human–AI collaborative narrative architectures, and ethical guidelines for digital identity construction.

Technology Category

• Humans and AI: Game Design — Virtual Humans, NPCs and Autonomous Characters
• Cognitive Modeling & Cognitive Systems: Social Cognition And Interaction
• Application Domains: Humanities & Computational Social Science

Application Category

• User Modeling, Personalization and Recommendation: Accountability, Transparency, and Ethics for personalization
• Responsible Web: Machine-in-the-loop, human agency and autonomy
• Economics, Online Markets and Human Computation: Trust and reliance of crowd workers and data experts on GenAI

Abstract

Virtual YouTubers (VTubers) are avatar-based livestreamers that are voiced and played by human actors. VTubers have been popular in East Asia for years and have more recently seen widespread international growth. Despite their emergent popularity, research has been scarce into the interactions and relationships that exist between avatarized VTubers and their viewers, particularly in contrast to non-avatarized streamers. To address this gap, we performed in-depth interviews with self-reported VTuber viewers (n=21). Our findings first reveal that the avatarized nature of VTubers fosters new forms of theatrical engagement, as factors of the virtual blend with the real to create a mixture of fantasy and realism in possible livestream interactions. Avatarization furthermore results in a unique audience perception regarding the identity of VTubers - an identity which comprises a dynamic, distinct mix of the real human (the voice actor/actress) and the virtual character. Our findings suggest that each of these dual identities both individually and symbiotically affect viewer interactions and relationships with VTubers. Whereas the performer's identity mediates social factors such as intimacy, relatability, and authenticity, the virtual character's identity offers feelings of escapism, novelty in interactions, and a sense of continuity beyond the livestream. We situate our findings within existing livestreaming literature to highlight how avatarization drives unique, character-based interactions as well as reshapes the motivations and relationships that viewers form with livestreamers. Finally, we provide suggestions and recommendations for areas of future exploration to address the challenges involved in present livestreamed avatarized entertainment.

Problem

• Investigates viewer interaction with avatarized VTubers vs non-avatarized streamers
• Explores how virtual-real blend affects engagement and relationships
• Examines dual identity impact on viewer perceptions and motivations

Innovation

• Avatar-based VTubers blend virtual and real interactions
• Dual identity of VTubers affects viewer relationships
• Virtual characters enable escapism and novel engagement