Netflix joins Japan’s virtual YouTuber boom
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N-ko, a “sheep-human lifeform” Vtuber promoting Netflix’s anime streaming service, is seen in a still image obtained from a YouTube video. | COURTESY OF NETFLIX / YOUTUBE / VIA REUTERS Netflix has joined Japan’s booming virtual YouTuber — or VTuber — scene with the launch of an animated character to promote its growing anime streaming offering.
N-ko, a “sheep-human lifeform,” is Netflix’s attempt to tap into the appeal of VTubers — characters animated by motion capture that have built a loyal audience on YouTube in Japan by singing, dancing and interacting with fans.
The character is performed by a company employee and will introduce anime shows available on the streaming service, according to a recently uploaded video.
Netflix and other streaming services hungry for content are turning to anime to secure local subscribers and exploit the global market for such shows that are seen by many in the industry as undercommercialized.
Japanese anime and Korean dramas “play really well around the region as well as in-country and occasionally could be very, very global in their interest and desire,” Netflix Co-CEO Theodore Sarandos said on an earnings last month.
Anime is among the industries boosted by spending during the COVID-19 pandemic, with the film adaptation of horror fantasy series “Demon Slayer” breaking domestic records and reporting a strong opening weekend in the United States last month.
TOKYO, April 27 (Reuters) - Netflix (NFLX.O) has joined Japan’s booming virtual Youtuber - or VTuber - scene with the launch of an animated character to promote its growing anime streaming offering.
N-ko, a “sheep-human lifeform”, is Netflix’s attempt to tap into the appeal of VTubers - characters animated by motion capture that have built a loyal audience on YouTube in Japan by singing, dancing and interacting with fans.
The character is performed by a company employee and will introduce anime shows available on the streaming service, according to a video uploaded on Tuesday.
Netflix and other streaming services hungry for content are turning to anime to secure local subscribers and exploit the global market for such shows that is seen by many in the industry as undercommercialized.
Japanese anime and Korean drama “play really well around the region as well as in-country and occasionally could be very, very global in their interest and desire”, Netflix Co-CEO Theodore Sarandos said on an earnings call last week.
Anime is among industries boosted by spending during the COVID-19 pandemic, with a movie from horror fantasy series “Demon Slayer” breaking domestic records and reporting a strong opening weekend in the United States last week.
Netflix’s official Vtuber is part sheep and promotes anime
‘I love singing, dancing, and getting a massage’
Netflix has joined the Vtuber trend, unveiling a virtual streamer this week who will host a weekly show on the company’s YouTube channel to promote its original anime series. The character is named N-ko Mei Kurono, and Netflix describes her as the company’s “anime ambassador.” She also happens to be a “sheep-human lifeform.”
Vtubers, or “virtual YouTubers,” are animated hosts who often vlog on YouTube or stream on Twitch. In general, these characters are operated by a single human, who will use motion capture software (and sometimes a motion-capture outfit) to transform themselves into a cartoony character on-screen. Some Vtubers have become hugely popular over the past year, including Projekt Melody and CodeMiko.
Netflix is using the trend as a way to promote its growing interest in anime. The company said recently that it plans to launch 40 anime series in 2021, following a year in which “the amount of Anime watched” on its service doubled in the US. Netflix is about to debut a new anime from Flying Lotus; a new Sailor Moon movie is coming to the service in June; and a Terminator anime is now in the works.
N-ko, the Vtuber, is played by a Netflix employee who works on their anime lineup. Though her primary purpose is promoting Netflix series, she’s also trying to fit in with the rest of the Vtuber community and become a figure viewers might want to watch for herself. “I love singing, dancing, and getting a massage,” N-ko says, “but I don’t like writing kanji or anything that contains elements of horror.” She plans to upload videos highlighting new shows, collaborate with other Vtubers, and maybe sing songs and do video game commentary, too.