Motivations of Live-streaming Oriented Vtubers’ Viewer Engagement on Youtube

Abstract

Niche preference communities on social media are gradually increasing with related research, but there are few studies related to the motivation of viewers of Live-streaming oriented Vtuber. In this study, five motivational factors were set up using time spent as a measure of platform use, and valid data were collected through an interview and survey study of members of Generation Z who watched Vtuber live streams on the Youtube platform. The results obtained from the survey were compared and analyzed, and the main motivation that helps explain Vtuber's live streaming participation was found: Social anxiety. Compared to usual live stream viewers, Vtuber watchers are more prone to social phobia in real life and show a stronger dependence on the host. In addition, the appearance of Vtuber is one of the main motivations to attract viewers. These results provide the main motivations of Vtuber's viewers and lay the foundation for future research.