What is GenZ

The streaming phenomenon has revolutionized the way audiences consume media content and transformed digital marketing strategies. This chapter focuses on analyzing the impact of streaming, with a focus on video game streamers, consumer behavior, and digital marketing strategies. Through a survey of 372 participants that combines quantitative and qualitative analyses, various dimensions of the streaming experience and its influence on the perception of brands, platforms and streamers as influential media figures are analyzed. The study reveals that streaming has led to a significant shift in consumer perceptions and behaviors. Video game streamers, who have achieved celebrity status on the network, play a key role in influencing brands. The results highlight the effectiveness of advertising on streaming platforms and the trust placed in streamers as brand ambassadors. In addition, it examines the diversity of streaming platforms used by consumers and their impact on brand perception. This study provides an understanding of this sector.