Tsukino Mito is one of the first Virtual Youtubers under the popular Nijisanji umbrella, and one of its most successful. At over 900,000 subscribers, her position is enviable. Yet, for as big a deal as she is, I had found it odd that Mito has not already cracked the million-subscriber mark, despite the fact that four other Nijsanji members have managed to achieve that milestone. I believe her to be one of the absolute funniest VTubers out there, but I’ve come to realize that Mito’s strength, that amazing sense of humor and delivery, is kind of a double-edged sword when it comes to her growth.
Reaching the million-subscriber mark as a VTuber generally means having some kind of reach beyond Japan. Perhaps they’re already fluent in another language, like English or how Kobo Kanaeru got so big in Indonesia, her songs are being played in live settings like in the video above. Maybe they sing and dance on a regular basis. Or they could be really expressive, and the emotions they display while streaming reach across language barriers.
Mito, however, doesn’t really have any of those traits. That’s not to say she isn’t talented or hardworking, and 800,000+ subscribers is nothing to sneeze at, but the essence of her humor makes it harder for non-Japanese speakers to latch onto her. Her whole gimmick is that she’s supposed to be a class president who sounds very prim and proper, until you realize that what she’s actually been discussing can be incredibly dire.
In other words, if you just listen to how she says something, Mito sounds perfectly normal, or at least soothing in a Bob Ross sort of way. In contrast, someone like Hyakumantenbara Salome plays the obnoxious ojousama role to a tee, while distinct voices like Oozora Subaru and Sakura Miko are entertaining just from how their voices sound. The example of this difference that really caught my attention was from Haachama’s video about her trip to Enoshima—many of the comments are people saying that they can’t understand a thing Haachama says, but they still love her energy.
Mito has even mentioned being told that it’s hard for overseas fans to get into her (only 3% of her viewers are from abroad), and it’s because she does the long zatsudan chit-chat streams. She’s a very fast talker, and combined with her gentle-yet-deceptive delivery, it can be difficult for non-Japanese-fluent viewers to latch onto anything she says. She inadvertently winds up relying on the clippers to grab snippets of her streams and make them digestible, but even that involves a greater amount of work compared to clipping other VTubers.
Watching her original introduction video, Tsukino Mito said her initial goal was to get 1,000 subscribers. While she’s far surpassed that marker of success, the fact that she’s still not broken that million-subscriber mark shows the point at which the language barrier starts to become a real obstacle for the majority of non-fluent viewers. Nevertheless, I hope she can hit that milestone someday.
Considering that she uses humor, there also might be a problem of jokes just not translating very well. I’ve met quite a few people that say they don’t like Japanese humor, but it’s usually a case of them watching really bad translations.
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