About ten years ago, something quietly shifted in children’s entertainment.
A new type of “celebrity” appeared - not on Saturday morning TV, but on Twitch.

By the mid-2010s, platforms like Twitch and later YouTube Gaming turned gaming from a private pastime into a shared spectacle. Events like Twitch Plays Pokémon (2014) drew millions of curious viewers, many of them, kids discovering live streaming for the first time.

It didn’t take long before watching someone else play became as common, and as exciting, as playing the game itself.

Fast forward to today, and streamers aren’t just entertainers.
They’re teachers, influencers, community hosts - and for under-16s, often the reason a new game ends up on their wishlist.

Our R&D project uncovered a clear trend: streamers and content creators play a huge role in how kids and teens discover, choose, and talk about games.

Streaming has effectively become the new digital playground - where entertainment, education, and influence all collide.

According to Ofcom’s 2024 Children’s Media Literacy Report, nearly 90% of UK children aged 3–17 play video games, and over half of those aged 8–15 regularly watch gaming content on YouTube, Twitch, or TikTok.

Platforms that used to be about sharing highlights have evolved into 24/7 hangouts. It’s where kids pick up new games, new friends, and even new ambitions.

Many children in The Children’s Commissioner’s report Digital Playgrounds spoke about wanting to become professional gamers or streamers themselves - seeing it not as a hobby, but a genuine career path.

It’s a far cry from the days of “turn that game off and go outside.”

From our research and supporting studies, kids watch streamers for a mix of reasons:

• To discover new games
  Live playthroughs feel authentic. Kids get to see how a game really works, not just the polished trailer version.

• For social connection
  Watching streams isn’t a solo activity; it’s social. Kids chat, react, and share opinions in real time - often carrying those conversations into school the next day.

• To learn and improve
  Streamers often act like informal teachers, showing tips, tricks, and strategies.

• To feel part of a community
  The chatroom becomes a shared space, where viewers can belong without needing to be the best player in the room.

It’s part learning, part leisure, part lifestyle.

Our parent interviews echoed this shift - many noticed their children discussing what streamers were playing, recreating gameplay moments, or requesting games and accessories featured in popular streams. 

For some, watching streamers has become as routine as watching a favourite TV show, influencing not just what children play, but how they talk about games and socialise around them.

So why do streamers carry so much weight?
Because they feel real.

Research from our analysis and the Streamers Articles file highlights four traits that make streamers especially influential for under-16s:
Authenticity

Entertainment

Interactivity

Relatability

Young viewers trust people who react naturally, share their mistakes, and make them laugh.
They prefer a streamer’s genuine “oops” moment over a glossy ad any day.

It’s this authenticity that turns streamers into modern-day brand ambassadors.

According to the ESA 2024 Essential Facts Report, 54% of game buyers rely on online videos and streams before deciding what to play next, often more than reviews or official ads.

For younger players, this influence is even stronger - streamers don’t just shape what they buy; they shape what they talk about.

As one section of our R&D showed, discussions about favourite streamers often spread through peer groups, reinforcing which games became “must-haves” across friendship circles.

The big three for under-16 audiences are:
YouTube, Twitch, and TikTok Live.

• YouTube Gaming dominates for younger kids, due to familiarity and recommendation algorithms.

• Twitch attracts tweens and teens looking for live interaction and a sense of belonging.

• TikTok Live has exploded recently - short, fast, and full of instant reactions.

Together, they’ve blurred the line between gaming and socialising. Kids no longer just play games - they experience them as ongoing, shared events.

Twitch and YouTube streamer Kai Cenat - one of the most-watched creators in the world - known for his high-energy reactions, spontaneous humour, and community-driven streams. His rise reflects the shift in youth entertainment from TV to live, interactive content, where charisma and authenticity count more than production value.

For indie developers, this shift opens opportunities - but also challenges.

If your audience is under 16, your marketing strategy can’t ignore streamers.
Authenticity trumps ad spend. Streamers are the “word of mouth” engine of today’s games.

But here’s the tricky part: the same systems that make streaming powerful also make it unpredictable. A single streamer’s reaction (positive or negative) can skyrocket a game or sink it.

Things to consider for developers:

• Build streamer-friendly games
  Make gameplay engaging to watch, not just to play.

• Encourage community participation
  In-game customisation, challenges, and replayability keep content fresh.

• Be transparent with sponsorships
  Today’s young audiences spot “fake enthusiasm” a mile off.

• Think accessibility and tone
  If younger audiences will inevitably find your content, make sure it’s something you’re proud to have them see.

Our findings also show that while many parents are supportive of gaming, they often feel left out of the streaming loop.

Some see it as harmless entertainment; others worry about screen time, language, or parasocial relationships.

The Children’s Commissioner report suggests balance is key. When parents take an active interest, asking questions like “Who’s your favourite streamer?” or “What do you like about them?”, kids feel understood, not policed.

And for those concerned about safety, all three major platforms (YouTube, Twitch, TikTok) now include Family Pairing and Supervised Accounts features, though the effectiveness often depends on how consistently they’re used.

For kids and teens, streamers aren’t just entertainment - they’re educators, entertainers, and trusted voices rolled into one.

For developers, they’re the new gatekeepers of discovery.

For parents, they’re a window into what’s shaping their child’s digital world.

And for us, it’s another reminder that “playing” now means more than just picking up a controller.

It’s a shared experience, across multiple platforms and it’s evolving faster than ever.

Whether you’re a parent trying to keep up, a developer navigating the noise, or simply someone fascinated by how culture shifts, one thing’s clear: the next generation isn’t just playing games—they’re watching, learning, and influencing the industry as it happens.

Exciting times!

Thanks for being Hangry
Ceri

The Hangry Animals Team
www.hangryanimals.com

😢 Missed a week? Don’t worry – every edition lives forever (like a digital pet) at paragraph.xyz/@hangryanimals. Go have a nosy.

💡 Got ideas or feedback? Email hello@hangryanimals.com or drop into the #ideas-vault on Discord.

🧭 Curious creatures welcome - follow us here for all things Hangry.