The Youth Lab

Ever heard the phrases ‘Rizz’? Or ‘Fanum Tax’? We wrote about them on our recent Brainrot edition of 52INSIGHTS. These terms were popularised by online personalities Duke Dennis, Fanum, and Kai Cenat - members of an online group AMP which stands for Any Means Possible. AMP is made up of six US-based streamers who create content, primarily on Twitch, for a diverse audience. Last week Kai Cenat, AMP’s 22-year-old, New York-based streamer, broke the record for the highest subscriber count on (Amazon’s) Twitch. He did this by creating a nonstop livestream that lasted the entire month of November!

This 52INSIGHTS examines the impact of Twitch and delves into the world of Kai Cenat, the biggest celebrity you’ve (probably) never heard of.

https://www.youtube.com/watch?v=1VTR0-8jgng

ABOUT TWITCH

Twitch is a popular live video platform where individuals stream activities such as playing video games, cooking, making music, and more. Twitch is built around live streaming, unlike platforms like Instagram or Facebook, which primarily centre on curated posts, photos, or pre-recorded videos. Its roots in gaming culture and its real-time interaction (via chat) also make it different. Twitch’s monetisation model is also different with monthly subscriptions to streamers making up the majority of the commercial model. This provides streamers with a steady income (EG: monthly subscriptions for €4.99).

SUBATHON 101

A ‘subathon’ is a Twitch event where a streamer continues to broadcast until they reach a predetermined number of paying subscribers or for a set duration. The term ‘Mafiathon’ is a blend of ‘subathon’ and the nickname of Kai’s fans, the ‘Mafia’.

In this instance, Kai Cenat streamed his life continuously throughout November, 24 hours a day. Yes, he streamed while he slept. Renting out an LA mansion for the month, the broadcast started with a marching band playing the opening theme song to the popular Nickelodeon TV show, iCarly with a performance from musician Lil Uzi Vert. While he slept, he hired a well-known Tiktoker who does NPC content, acting as Miles Morales Spiderman, to thank subscribers and continue providing entertainment even when everyone on the stream was trying to sleep.

https://streamscharts.com/channels/kaicenat

“I watch Twitch…the main reason is for how quick and easy it is. It doesn't require me to sit down and commit for an hour or 2. I can join the stream at any time and almost instantly know what's going on. I only watch for specific streamers but it changes now and again. Right now, I have been mostly into a few members from OTK and IRL streamers. You can get attached to them similar to how you might get attached to a character from a TV show.”

- David Hall, Twitch Subscriber

CELEBRITIES & CONTROVERSY

Throughout the month, there was no shortage of celebrities appearing on Kai’s stream including Kevin Hart, Lizzo, SZA, Chris Brown, Kyrie Irving, Travis Barker, and Bill Nye. Even Kim Kardashian got involved playing ‘Dr. Kim’ in Mafiathon’s hilarious, high-production-value promo video.

This was the most successful subathon, breaking the record of 321,000 subscribers with 727,694. When compared with the recent highly anticipated return of Big Brother in the UK which premiered with 825,000 viewers, it’s clear to see that Kai is set to become the biggest brother of them all.

With success came controversy. Kai's production staff unknowingly brings guests on board without his knowledge, ensuring his genuine reactions. Magician Max Major, known for appearing on other creators' live streams, faced backlash during the Mafiathon for attempting a dangerous prank that left Kai stunned and led to him banning magicians from future streams.

“Twitch has an identity problem at the moment regarding the content that’s allowed on its platform. For a website that originally catered to gaming and the arts, I don’t understand how hot tub streamers are a thing. It’s a ploy to get subscribers to the creators’ OnlyFans and there’s nothing wrong with that, I just don’t think Twitch is the platform for that.”

- Mark Luna, Digital Motion Creator, THINKHOUSE

BREAKING RECORDS

The previous subscriber record was held by creator Ironmouse, who reached 320,000 subscribers in early October 2024. Kai Cenat had previously held the record with 306,621 subscribers. During the latest Mafiathon 2, Kai reclaimed the record with 727,700 subscribers.

Kai boasts a follower count of 15 Million. By comparison, musicians Tpain, Snoop Dogg, and Post Malone have a combined 2m followers on Twitch.

Kai’s content is known for its chaotic yet wholesome nature, and his record-breaking achievement demonstrates the significant cultural impact of live streaming, attracting millions of viewers and fostering communities. As the number of online viewers continues to grow, live streaming is poised for further expansion. Throughout the Mafiathon, Kai’s streams featured high-profile celebrities, showcasing his content’s crossover appeal to larger audiences.

BRANDS ON BOARD
With the kinds of viewing figures Kai and other streamers attract, it’s no wonder that brands are eager to get in on the action. During the 2024 League of Legends World Championships, the peak concurrent viewership was 6,491,610; with 10 x brands getting on board including Mastercard, Mercedes Benz and Red Bull.

2024 World Championship [Worlds 2024] - LoL - Viewership, Overview, Prize

McDonald’s partnered with Kai Cenat making him the official taste tester for its new Chicken Big Mac which launched in the US in October. They also sponsored a segment during Mafiathon 2, where Kai Cenat and Miranda Cosgrove (star of iCarly) taste the new Big Mac and meet Grimace. Earlier this year, Kai Cenat also signed a partnership with Nike. and uses his Twitch platform to tease pre-launch shoe designs as part of this partnership.

https://x.com/StreamsCharts/status/1863659650270499179

BRAND TAKEOUTS

Twitch Collabs: Collaborating with online personalities like Kai can greatly enhance brand visibility and reach. With the likes of McDonald’s and Nike getting involved, this is where the energy is moving for new, engaged audiences.

Authentic Engagement: Brands can take a cue from Kai's genuine connection with his audience. Authenticity strikes a chord with viewers, particularly among younger demographics.

Innovative Content: Embrace creative and interactive content strategies. Kai's distinctive approach, such as streaming 24/7, keeps audiences engaged and eager to return. Remain flexible and open to new trends. The digital landscape is ever-changing, and brands that adapt swiftly can seize emerging opportunities.

Community Building: Establishing a strong community, as Kai has with his "Mafia," can cultivate loyal brand advocates; nurturing a sense of belonging and meaningful engagement.

THINKHOUSE NEWS

FIT TO WIN- AI

We've made sure that when it comes to artificial intelligence - we're bringing everyone with us and leaving no-one behind. We're focused on making sure that, for this industrial revolution, THINKHOUSE is 'Fit To Win.' This week, we hosted an internal workshop on all things AI. We had an overview of artificial intelligence as it stands today and then each department shared updates and insights specific to their discipline. Barry Scannell from WILLIAM FRY LLP also joined us for an excellent Fireside Chat - focusing mainly on the changing legislative landscape regarding copyright in generative AI and large language models. It's exciting to be discovering all of these changes in real time and to explore how best to ethically and sustainably innovate! If you’d like to learn more about AI and marketing, reach out to your client service rep.