The name "Hololive" was initially used for Cover's 3D stream distribution app, launched in December 2017, and later its female VTuber agency, whose first generation debuted from May to June 2018.

[7] At the end of March 2017, the company showcased a tech demo for a program enabling real-time avatar motion capture and interactive, two-way live streaming.

[9] On 21 December, the company released hololive, a smartphone app for iOS and Android enabling users to view virtual character live streams using AR camera technology.

[10] On 5 April 2018, Cover removed the application's AR features and changed it into a tool for mapping a user's facial movements onto animated avatars in real-time.

It would also begin collaborating with Chinese-speaking volunteers to translate Hololive videos, and start releasing original content for the Chinese market.

Beyond the Stage", a two-day pay-per-view livestream follow-up to "Nonstop Story", featuring the same cast as well as the 4th generation members as an opening act, as a collaboration with the Japanese entertainment company Bushiroad (as their official partner).

[44] At the moment of her termination, Uruha Rushia was the highest superchat earner on YouTube and within Hololive Production, the second to hold these titles after Kiryu Coco, who retired in 2021.

[46][47] On 12 July 2022, Cover announced that Hololive English member Tsukumo Sana would graduate at the end of the month, citing health reasons.

[48] On 18 July 2022, Cover revealed their first English-speaking male group, Holostars English Tempus, who were set to debut at the end of the same week.

[50] In July 2023, Hololive Production announced a joint imprint label, Holo-n, with Universal Music Japan sublabel EMI Records.

[51] On 15 November 2023, Cover announced an amendment of their community works guideline which allow the monetization of fanworks on video sharing platform such as YouTube.

They also introduced a new set of guidelines specifically for fans games as well as unveiling their own publishing label for fangames named "holo indie".

[53][54] The brand is part of Cover's then newly established CCMC Corp. (Creator Community Company) subsidiary which focuses on licensing their Hololive IP for game developers.

[56][57] In July 2024, Hololive conducted its first collaboration with a U.S. professional sports team, sponsoring a theme night at a Los Angeles Dodgers Major League Baseball game on July 5, including special merchandise and appearances by talent such as Gawr Gura; the Los Angeles Times noted that this promotion (which also coincided with Anime Expo at the Los Angeles Convention Center) served a dual purpose of helping Hololive expand its audience, while also helping to promote the team to its Japanese fanbase amid their signing of Shohei Ohtani.

[62] In it, the company faulted the talents for "making statements insensitive to certain nationalities" and for "divulging confidential YouTube channel analytics information".

[65] Cover apologized for confusion it had caused, and announced changes in its procedure for releasing regional statements and the formation of a committee to prevent similar incidents.

By "harness[ing] the entertainment value of both streaming and J-pop idol groups", Cover operates at a scale not possible for independent VTubers, and has used its funding to create merchandise, produce music, and host live 3D events.

[8] According to data collection site Playboard, the all-time top Super Chat earners in history are channels run by Hololive talents: Uruha Rushia, Kiryu Coco, Usada Pekora and Houshou Marine.

[74] According to data analysis firm Stream Charts, Usada Pekora is one of the most popular female streamers globally by watch hours including in 2023 where she was number one.