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For me...I would say a large part iz social isolation, eg I haven't seen irl friends in 11 months now. I am cognizant enough to see if I'm falling for one of these vtubers but boy is it tough. With hololive, it's easy to separate. There's a language barrier and if there isn't then there's no *real* interactivity.
But with these smaller <50 viewer channels it's completely different. There's no language barrier so I can chat back and forth with them. If im a regular theyll notice that and will even notice if a regular happens to be gone. If they have a discord I can interact with them even further. Hell, just the a few nights ago I could've played among us with one streamer and other fans if I wanted. And there was another imploring me specifically to join their discord
For these indies the lines between what makes a stranger or not really blur. It's not just watching this or that girl but actually talking to one, actually getting to know one.
You really don't know how it hits different till it hits. You ask one of these indie watchers what it feels like to hear someone genuinely sound like they're glad you're there.
It's intoxicating.