By: Ciara Terry, Associate Project Manager at Suzy

As a chronically online, millennial-leaning Gen Z, I can admit I’ve never tuned into a Twitch stream. While that might seem unremarkable, it turns out I’m in the minority. Whether it’s livestreams, TikToks, or Discord “just chatting” hangouts, younger audiences aren’t just consuming content—they’re connecting through it. And that connection is reshaping what brand engagement looks like in the digital age.

We’re living in a time when content is the culture. According to Nielsen, Americans spent over 12 trillion minutes streaming content in 2023. Twitch alone recorded 20.35 billion minutes of global viewership. What used to be niche hobbies—like watching someone else play video games or livestream their day—have become massive digital stages for community and conversation. And for Gen Z and Alpha, these spaces aren't just entertainment—they’re ecosystems.

Content with community

What do mukbangs, 90-second TikTok vlogs, 24-hour Discord streams, and 30-day Twitch sub-athons have in common? They showcase real human experiences in real time. These formats resonate because they’re more than content—they’re windows into authentic life moments. Viewers don’t just watch, they interact. They chat. They share. And in doing so, they become part of something bigger.

For brands trying to reach younger consumers, this is the new reality: influence no longer lies with polished celebrity endorsements or commercial perfection. It lies with the creators who invite their audiences into their homes, lives, and minds. These creators aren’t selling products—they’re sharing experiences. And that makes all the difference.

From viral moment to brand movement

Few examples illustrate this shift better than the meteoric rise of Stanley tumblers. Originally known for rugged thermoses built for the outdoors, the brand had been around since 1913. But in 2022, Stanley nearly quadrupled its revenue to $750 million, thanks largely to TikTok.

The driver? The Quencher cup—an insulated water bottle that became more than a hydration tool. It became a lifestyle. Fueled by wellness trends, aesthetic-driven social posts, and the post-COVID need for community, Stanley built more than a product fanbase. They built a collector’s culture. People didn't just want to stay hydrated—they wanted to be part of the Stanley story.

And it wasn’t just positive attention that propelled Stanley forward. Even critics played a role. “Hate-watching” content—viewing out of skepticism or sarcasm—still counts as engagement. And often, curiosity leads even the most reluctant viewers to convert. In a culture driven by algorithms, every view matters.

Streaming > TV: the new cultural currency

Remember when watching a new Disney Channel movie was a cultural event? In 2007, High School Musical 2 premiered to 17.2 million viewers—6.1 million of them kids aged 6–11. It outperformed Monday Night Football that week. That level of shared viewing is almost unheard of today.

Streaming has fractured the media landscape. Kids aren’t gathering around the TV—they’re scrolling, swiping, and streaming across devices. Traditional children's programming has seen dramatic drops in viewership, while creator-led platforms like YouTube, TikTok, and Twitch continue to grow.

In fact, Twitch reported over 20 billion hours watched in 2024. And these aren’t just passive views. They’re interactive sessions—watching creators build, game, eat, talk, and live. These streams aren’t just content; they’re a form of escapism, entertainment, and education all rolled into one.

For brands, this signals a massive shift in how influence operates. Content creators are today’s celebrities—but they’re more accessible, more responsive, and often more trusted.

Real talk: what this means for brands

Let’s be clear: Gen Z and Alpha don’t want to be sold to—they want to be spoken with. They value brands that align with their values and show up authentically. So what does this mean for marketers?

It means embedding in culture, not just advertising around it. It means finding ways to organically integrate into creators’ content in ways that feel real—not forced. Think of Poppi’s collaboration with Alix Earle, or Dick’s Sporting Goods working with iShowSpeed. These aren’t traditional sponsorships—they’re partnerships built on trust and relevance.

Looking ahead

Streaming isn’t just the future of entertainment—it’s the future of engagement. And as creators continue to influence everything from product discovery to purchase decisions, brands must rethink how they show up.

This is no longer about media buys. It’s about cultural fluency. It’s about creators, conversations, and community.

Because at the end of the day, beyond the chat are real people—and if your brand wants to matter, it has to be part of the conversation.

How Suzy helps brands go deeper

If you’re a brand looking to create content that connects with your consumers, then you really need to understand what they’re thinking, feeling, watching, eating, etc. right now, at this very moment. 

At Suzy, we build tools that don’t just gather feedback—they spark meaningful understanding. We offer a full suite of research solutions, from real-time surveys to live qualitative interviews and in-home product testing. Want to know what Gen Z thinks about your product concept? We’ll help you hear it—directly from them, with speed and rigor.

Our conversational insights solutions - including Suzy Speaks - helps brands discover authentic, honest insights with speed and scale. Through AI-moderated interviews, Suzy Live focus groups, and dynamic segmentation, we bring the voice of the consumer into every phase of your decision-making process. Whether you're testing a campaign, exploring a new audience, or launching with creators, Suzy gives you the data to make smarter, faster decisions.

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