Livestreaming creators are changing purchase behavior
Livestreaming offers brands a new playbook for trust and engagement. Here’s why marketers should pay attention.
The influencer economy may be maturing, but research from MAGNA and Twitch suggests the next big marketing frontier is happening live.
Their Beyond Influence report reveals a crucial shift: livestreaming creators forge deeper emotional bonds, greater trust, and stronger purchase influence than traditional social video influencers.
For marketers navigating fragmented digital attention spans, these findings highlight a powerful opportunity. As brands search for authentic engagement and loyalty in an AI-saturated world, livestreaming might offer the human connection that social media has been losing.
This article explores key takeaways from MAGNA and Twitch’s study, strategic implications for marketers, and how brands can start leveraging livestreaming platforms more effectively.
Short on time?
Here’s a table of contents for quick access:
- Why livestreaming creates deeper connections
- Trust, credibility, and brand impact
- Strategic tips for marketers using livestreaming creators
Patrecia Meliana
Why livestreaming creates deeper connections
According to MAGNA, the U.S. had 169 million live video viewers in 2023—and it's not just about entertainment. Livestreaming offers a real-time, two-way connection that pre-recorded video can't replicate.
Viewers of livestreaming content are 57% more likely to cite connection with the creator as a top reason for watching, compared to non-live video viewers. The real-time, unscripted nature of livestreams fosters authenticity, inclusivity, and even friendship among participants.
Twitch, in particular, amplifies this effect. Viewers are 76% more likely to feel a sense of community with Twitch streamers compared to other livestreaming creators. Moreover, 78% of Twitch viewers report that watching their favorite streamer immediately improves their day.
These connections aren’t surface-level.
Adult Gen Z respondents were especially likely to say their favorite livestreamer "knows how to connect with me better than most people I know"—an emotional bond few traditional influencers achieve.
Twitch's hyper-engaged ecosystem creates a rare environment where viewers don't just passively consume—they participate, invest, and advocate.
Trust, credibility, and brand impact
In an era where consumers are increasingly skeptical of polished influencer content, livestreaming creators stand out. The study found that:
- 72% of livestreaming viewers consider their favorite streamers trustworthy.
- 69% view their favorite livestreamers as credible experts.
- Viewers are 29% more likely to trust a livestreamer’s product review compared to a non-live influencer.
This trust directly translates to brand outcomes. Livestreaming viewers are significantly more likely to make purchase decisions based on creator recommendations — across categories like gaming, tech, groceries, and even financial services.
Importantly, authenticity matters. Successful product endorsements are those that feel natural and aligned with the creator's persona. Forced or irrelevant sponsorships risk alienating the highly engaged livestreaming audience.
Strategic tips for marketers using livestreaming creators
Marketers looking to tap into the livestreaming boom need to adapt their playbooks. Here’s how:
1. Prioritize community-driven creators
Instead of chasing follower counts, prioritize creators who foster strong, loyal communities. Twitch data suggests that the strength of the community — not just the size — drives real marketing impact.
2. Focus on authenticity over polish
Livestream audiences value sincerity. Collaborate with creators in a way that allows them to integrate products naturally into their streams, without heavy scripting or staged content.
3. Think beyond traditional verticals
Livestreaming isn’t just for gaming anymore. Categories like home goods, food, and even insurance are seeing success with creator partnerships. Explore how your brand can show up in unexpected, genuine ways.
4. Align brand messaging with creator values
Viewers are quick to detect inauthentic endorsements. Brands should work with creators whose interests and values naturally align with their products to maintain trust.
5. Embrace long-term community building
One-off sponsorships won't cut it. Instead, integrate into creators' ecosystems—through multiple activations that feel natural to their community.
6. Track emotional impact, not just clicks
Measure success beyond immediate sales—look at metrics like community sentiment, brand affinity lift, and engagement depth.
MAGNA and Twitch's research confirms what savvy marketers have sensed: livestreaming is not just a channel—it's a relationship engine.
By partnering authentically with livestreaming creators — especially on platforms like Twitch — brands can unlock deeper emotional resonance and drive more meaningful business results.
In a digital world craving real human connection, livestreaming offers marketers something increasingly rare: trust.
