Streaming has fundamentally changed what it means to be entertained and who gets to do the entertaining. Traditional entertainment always had a one-way look. Actors performed, and  audiences watched. Streaming platforms like Twitch, Kick, Youtube, and Tiktok Live added an additional space for influencers/entertainers to reach a nationwide audience. Viewers can react live to the creator and have him or her react in real time. They can donate, suggest topics or simply be a part of the vibe. This is something  a Hollywood production could not replicate. 

From brand partnerships to sponsorships, to merchandise and to platform monetization, content creation has become a wildly profitable profession. A whole new generation of kids is being raised on dreams created by the generation before them, and some even in the same generation as the kids.

Amongst the major changes that influencer culture has had on the entertainment industry, the one that perhaps stands out the most is that of the decline of perfection. People loved creators who seemed authentic and relatable; the idea of watching a person sit in their room munching on snacks while talking to a camera was more attention grabbing than most production works.

Image courtesy of Canva AI.