台灣虛擬直播主產業發展之可能性與困境

2020年，正值新冠肺炎肆虐之際，人們待在家的時間大幅增加，而此時一項新興產業也迅速崛起，那便是虛擬直播主，亦即 Virtual YouTuber（簡稱 Vtuber）。根據 Playboard 的數據顯示，截至 2023 年底，全球超級留言收入排行榜前十名中，有七位為 Vtuber。這一產業自誕生以來，不過短短不到十年的時間便展現出驚人的發展速度。在跨媒體領域的拓展（如遊戲業與新聞業）以及大型資本的注入（如 Hololive、彩虹社）的推動下，Vtuber文化逐步向海外擴散，並在 ACG 產業中享有廣泛的知名度。台灣也緊隨這股浪潮，早在 2017 年，Yahoo TV 便率先推出 Vtuber α 虎妮，作為節目主持人，成為最早投入 Vtuber 經營的企業。同時，個人經營和小型社團運作的 Vtuber 也如雨後春筍般崛起。截至 2024 年，根據台灣 Vtuber 列表的統計，台灣 Vtuber 人數已達 2595 人。隨著新企業的加入和新團體的推出，以及異業合作模式的日益多元化，該產業在台灣展現了強大的吸金能力與無限的商業潛力。然而，儘管 Vtuber 在年輕一代中迅速普及，並逐漸融入主流文化，社會對這一新興產業的認知與理解依然相對有限。本研究透過文獻資料的蒐集與個案分析，深入探討台灣 Vtuber 產業的起源與發展模式，剖析其未來可能性及潛在市場機會。同時，針對內容創作、行銷推廣與社會認知方面所面臨的困境與挑戰進行深入分析。期望透過本研究，能增進對此產業有興趣的群體對其運作與發展有更全面的了解，為未來的從業者與研究者提供參考。

關鍵字

虛擬實況主；數位內容；數位行銷；自媒體

並列摘要

In 2020, during the height of the COVID-19 pandemic, people spent significantly more time at home, and a new industry began to rise rapidly: virtual influencers, also known as Virtual YouTubers (Vtubers). According to data from Playboard, by the end of 2023, seven out of the top ten global super chat earners were Vtubers. Within less than a decade of development, the Vtuber industry has demonstrated remarkable growth. Through the expansion into cross-media domains such as gaming and news, and the infusion of major capital investments from companies like Hololive and Nijisanji, this culture has gradually spread overseas and gained substantial recognition within the ACG industry. Taiwan has also kept pace with this trend. As early as 2017, Yahoo TV introduced Vtuber α Tuni as a program host, making it the first enterprise to venture into Vtuber operations. Simultaneously, individual creators and small community-based Vtuber operations emerged in large numbers. By 2024, according to the Taiwan Vtuber List, the number of Vtubers in Taiwan had reached 2,595. With new enterprises joining the market, the launch of new Vtuber groups, and increasingly diverse collaboration models with other industries, the Vtuber industry in Taiwan has showcased immense potential for revenue generation and commercial opportunities. However, despite the growing popularity of Vtubers among younger generations and their gradual integration into mainstream culture, public understanding of this emerging industry remains relatively limited. This study, through a review of existing literature and case analyses, delves into the origins and developmental models of Taiwan’s Vtuber industry. It explores its future possibilities and market opportunities while addressing challenges in content creation, marketing strategies, and public perception. By providing a deeper understanding of this industry, the study aims to serve as a reference for those interested in entering this field and for future researchers.