The Effect of Total Subscribers and Total Videos on SuperChat Revenue for VTubers in Southeast Asia | Mohammad | Prosiding Manajerial dan Kewirausahaan

The Effect of Total Subscribers and Total Videos on SuperChat Revenue for VTubers in Southeast Asia

Wily Mohammad, Nabilla Ryca Maulidiyah

Abstract


This research focuses on understanding the effect of Total Subscribers and Total Videos on Super Chat income among VTubers in Southeast Asia. Currently, there's a growing number of VTubers in the region, with a significant portion facing challenges in achieving the subscriber milestones for YouTube monetization and activating SuperChat. There are also research gap in the theory about number of customer, number of digital contents, and revenue. In this research, the total population is 2.365 VTubers. This research uses a purposive sampling method with the criteria of having complete data on total subscribers, total videos and SuperChat income until August 2023, resulting the sample of 209 VTubers. Data collection are taken from vtuber.asia and playboard.co. The results of this research is Total Subscribers has a positive and significant effect on SuperChat Revenue and Total Videos does not significantly impact the SuperChat Revenue among VTuber in Southeast Asia. Leveraging the strategies—cultivating engagement, localized content, collaborations, and diversified revenue—can optimize Total Subscribers and subsequently increase Super Chat Revenue for VTubers in the region. Additionally, they could focus on generating content that encourages community involvement, such as QnA, exclusive sessions, contests or challenges that involve viewer participation.

 

Keywords:

Subscribers; SuperChat; Videos; Vtuber


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References


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DOI: http://dx.doi.org/10.33370/prc.v7i0.1139

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