My Authors
Read all threads
👇Thread: New blog on @Twitch @Youtube @caffeine!
Myth: Livestreaming is about games
Truth: Livestreaming is about personality & community
We're seeing the rise of a new class of ‘lifestyle streamers’ for which games are only 1 way to engage fans
1/ This trend of non-gaming focused 'lifestyle' streams is playing out across the industry, with @Drake doing battle rap shows on @caffeine and @FlavCity hosting live cooking shows on @Youtube
2/ On Twitch, non-gaming content has actually been the fastest growing category over the last two years. Since 2018, the non-gaming channel Just Chatting has grown ~4x as fast as Twitch overall. See chart:
3/ In Just Chatting, the focus is on conversation between streamers & viewers. It's a broad category spanning falconry with @mayahiga6 to traveling in Japan with @Byron - the common thread is that it's really about the streamer's personality
4/ What accounts for this growth? As we spent time exploring the category, we found lifestyle streams to be different from pure game streams in a few interesting ways:
1) Higher engagement
2) More intimate community
3) Greater monetization potential
5/ Lifestyle streamers drive some of the highest audience engagement – greeting fans by name, taking agenda suggestions, making fans feel like active participants rather than passive viewers. One of my favorite eating videos by @Byron:
6/ Lifestyle streamers also provide a sense of community that’s hard to find these days. With traditional sources of community disrupted by COVID-19, millions are turning to livestreams. Linear video like Netflix can't serve this need
7/ Lifestyle streams also have high monetization potential. They earn traditional revenue like subs/ads, but can also tap into new channels to grow the pie. Illustrative revenue breakdown from streamer Disguised Toast 👇
8/ New revenue pools are nascent but growing quickly: @xQc selling social validation, private membership groups on @Patreon, consulting on @fiverr, ecommerce stores with @chronodeals below. Exciting stuff!
Wrap/ the 1st generation of livestreaming influencers were professional gamers. Today we are seeing the rise of the next generation of lifestyle / variety streamers, for whom personality is king and gaming is just one of many ways to engage fans. More detail in blog!
Missing some Tweet in this thread? You can try to force a refresh.

Enjoying this thread?

Keep Current with Jon Lai

Profile picture

Stay in touch and get notified when new unrolls are available from this author!

Read all threads

This Thread may be Removed Anytime!

Twitter may remove this content at anytime, convert it as a PDF, save and print for later use!

Try unrolling a thread yourself!

how to unroll video

1) Follow Thread Reader App on Twitter so you can easily mention us!

2) Go to a Twitter thread (series of Tweets by the same owner) and mention us with a keyword "unroll" @threadreaderapp unroll

You can practice here first or read more on our help page!

Follow Us on Twitter!

Did Thread Reader help you today?

Support us! We are indie developers!

This site is made by just three indie developers on a laptop doing marketing, support and development! Read more about the story.

Become a Premium Member ($3.00/month or $30.00/year) and get exclusive features!

Become Premium

Too expensive? Make a small donation by buying us coffee ($5) or help with server cost ($10)

Donate via Paypal Become our Patreon

Thank you for your support!