In 2025, livestreaming is becoming mainstream as various platforms like Substack and Patreon introduce new tools, leading to an 8.9% increase in viewing hours. However, this expansion exposes a cultural gap between Twitch's dedicated community and newer creators. While some thrive with the constant engagement on platforms like Twitch, others view it as an occasional activity. This shift presents challenges, including varying audience expectations and inconsistent monetization models, complicating the landscape for creators and marketers alike as the ecosystem diversifies.
The majority of value in the creator economy is direct-to-fan, and I think that society, and particularly the creator economy, is waking up to that reality.
Creators are having to navigate an increasingly fragmented ecosystem - one where audience expectations, monetization models, and even cultural norms vary widely.
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