Hololive Strikes Deal With Twitch in Platform Expansion Push

Virtual YouTuber agency Hololive Production is partnering with Amazon.com's Twitch to host "Holoday," a daylong global event scheduled for Nov. 20 that will showcase talent from Hololive's Indonesian, English and male-focused Holostars divisions on Twitch's front page. The agency’s parent ‘Cover’ will introduce a limited-edition emote featuring Chief Executive Motoaki Tanigo to mark the occasion.

The partnership reflects Cover's efforts to broaden its distribution channels and reduce dependence on YouTube, where the company has amassed over 100 million subscribers across its channels as of March 2025. For Twitch, the deal offers access to one of Japan's most successful digital-talent brands and could bolster its anime and pop-culture content, categories where rivals including YouTube and China's Bilibili Inc. have gained ground through VTuber programming.

VTuber Industry Competition Drives Multi-Platform Strategy

The collaboration arrives as Cover faces intensifying competition in the VTuber sector. Cover reported revenue of ¥43.4 billion, equivalent to roughly $290 million, for the fiscal year ending March 2025, derived from merchandise sales, live concerts and streaming intellectual property.

"Holoday" will occupy premium real estate on Twitch's global homepage, placement typically reserved for major esports tournaments or gaming events. The integration of a platform-wide emote represents an attempt to merge digital collectibles with engagement marketing, a strategy gaining traction in the live-streaming economy.

Industry observers say the Twitch partnership could unlock new revenue streams for Cover, particularly through co-branded merchandise and interactive events targeting Western advertisers. The company has pursued collaborations with gaming publishers, including a recent partnership with Gameloft's Asphalt Legends franchise announced in October 2025.

The Nov. 20 event will feature 16 talents, though Cover has yet to disclose additional programming details. The initiative will test whether Hololive's content formula, which has succeeded in Asia-Pacific markets, can resonate with Twitch's predominantly Western, gaming-focused audience.