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The New Influencers

Writer's picture: Raymi BrownRaymi Brown

Streamers have become essential political discussion figures

Photo by Mwabonje Ringa
Photo by Mwabonje Ringa

The emergence of live-streaming platforms such as Twitch, YouTube, and Kick has transformed both entertainment and, more recently, the political arena. Streamers have become essential political discussion figures. Their reach goes beyond entertainment, impacting the opinions of millions, particularly among young voters, and altering political campaigns strategies.


Streamers’ Political Influence

Prominent streamers such as Hasan Piker, who was celebrated for his political insights on Twitch, have drawn millions of viewers while fostering environments for political dialogue that resonate with younger, tech-savvy audiences. Hasan’s impact was particularly evident during his live streams for the 2020 U.S. presidential election, where he clarified the election process, discussed candidate policies, and advocated for voter registration.

In 2024, former President Donald Trump joined a live stream with controversial streamer Adin Ross on Kick, signaling a new strategy to connect with young voters via alternative media channels. This collaboration illustrated how streamers can offer direct access to less likely audiences to consume traditional political media.


Power of Community Engagement

The key to streamers’ influence lies in the relationships they form with their audiences. These relationships feel personal, with fans perceiving themselves as part of the streamer’s inner circle. Such connections can create strong loyalty and trust, allowing streamers to sway public opinion and encourage civic participation, including voting. Streamers like Pokimane and Dr. Lupo have also used their platforms to engage in charity streams and voter registration drives, often promoting these initiatives to thousands of concurrent viewers. These efforts, especially when timed around elections, can boost voter engagement, particularly among young people. According to recent studies, individuals participating in live streams are more likely to take political actions, such as voting or donating to political causes, because of their connection with the streamers they follow.


Influence Beyond Voting

In addition to directly encouraging voting, streamers wield power in shaping broader social and political attitudes. Through casual discussions during streams or planned political debates, they influence how their audiences perceive issues such as climate change, healthcare, and social justice. Streamers often serve as the primary source of information for many, especially in an era of declining trust in mainstream media. Jayden A. from Morehouse College says: “It’s the viewers’ job to understand that both parties, the streamer and politician, benefit from each other’s audiences. The politician reaches a new target audience, and the streamer brings in the politician’s supporters, which brings in the politician’s supporters, which brings revenue, so most of the information will be biased.” Streamers’ political influence will likely continue to grow as platforms like Twitch and YouTube become even more integrated into daily life. With the 2024 U.S. presidential election underway, this trend shows no signs of slowing down.

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