As a content creator in 2025, I went from learning how to write SEO-friendly blog posts to adapting and learning how to make compelling short-form videos for reels and TikTok videos. But one world I hadn’t considered at all was live streaming on Twitch.
Like many influencers who focus on Instagram or TikTok, Twitch was a platform I did not think was for me. But after chatting with Rachel Delphin, CMO of Twitch, and Leslie Fu, a.k.a. Fuslie, a Twitch streamer with over 1.2 million followers on Twitch, I realized that content creators and streamers are the same.
In 2025, streamers are content creators. While the most significant difference between streamers and an Instagram or TikTok content creator is the format of going live consistently, streamers today create content across various social media platforms. And for content creators considering diversifying their platforms in 2025, Twitch may be one of the most compelling choices.
While gaming is one of the most popular categories on Twitch, other industries and niches are drawing a crowd. You might find an arts and crafts stream like sculpting, painting, or crafting. Musicians are also streaming on Twitch. While you might discover Lizzo sharing her latest album on Twitch, you might also find acoustic sessions or DJ sets. The IRL (In Real Life) category can encompass lifestyle content like cooking tutorials or casual chats.
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With Twitch’s opportunity to cultivate a highly engaged community and leverage channels outside of gaming, content creators and influencers should have live streaming on their radar this year.
Here’s what I learned about Twitch:
Streamers Are Creators
In 2025, the line between “content creator” and “streamer” is all but gone. If you’re going live on Twitch, you’re not just a streamer—you’re a full-fledged creator.
According to Rachel Delphin, CMO of Twitch, the term streamer is now more about format than identity. “Streamer speaks to the fact that they’re creating live content,” she explained, “but most Twitch creators also record, edit, and post video-on-demand content, just like creators on TikTok, YouTube, or Instagram.”
And most Twitch creators aren’t only on Twitch. It’s typical—and smart—for streamers to cross-post content across platforms, building their communities wherever their audiences hang out.
Twitch Enables Creators To Cultivate Communities
One of the most defining aspects of Twitch is the community. It’s not just about watching content—it’s about gathering together in real time.
“If you spend 30 minutes in a single Twitch channel,” Rachel told me, “you’re not only getting familiar with the creator—you’re also getting to know the other viewers in the chat.” Twitch functions as a kind of digital “third place,” where meaningful relationships can form between viewers and creators alike.
This emphasis on real-time connection makes Twitch feel different from other platforms. Creators don’t just post and hope for engagement—they host a live experience where interaction shapes the content itself.
To help streamers manage that interaction, Twitch offers moderation tools ranging from community-appointed mods to Automod, a built-in feature that filters inappropriate comments at customizable levels. As Rachel put it, “We’ve built in lots of different ways for streamers to set the tone and culture for their channels.”
To see how this works in action, Leslie, also known as Fuslie on Twitch, shared with me:“When I first started streaming, I only had a few hundred viewers,” she shared. “But I got to know them. I’d remember someone’s name. I’d ask how their vet appointment went. It was personal.”
Now, years later, her audience has grown into the millions—but that sense of intimacy still exists. “We have inside jokes. I know what they find funny. Some of them have been watching for eight or nine years.” One thing that especially stood out to me is that her audience also knows where her boundaries are. She shared, “They know where my boundaries are, where I’m okay being poked fun at, and where I’m not”.
Fuslie’s story is proof that Twitch isn’t just about pushing content—it’s about creating community culture over time.
Twitch Can Power Your Whole Content Creation Eco-system
Twitch isn’t just a destination—it’s a content engine. For many streamers, live content becomes the raw material for TikToks, Reels, and YouTube Shorts.
Fuslie explained that she works with an editor who repurposes her streams into digestible, high-performing clips. “Over time, we’ve built this rhythm. My editor knows what content will translate well and what won’t,” she said. “They’ll spot a great collab or a funny moment and turn it into something that works on TikTok.”
This system allows her to focus on being present in the live moment, while her team helps her show up across platforms. “Twitch is where the content starts,” she told me. “But it doesn’t end there.”
Advice For Brand New Streamers Or Creators Interested In Twitch
For content creators curious about live streaming, Fuslie shared several pieces of great advice. She shared with me to: “Go live with no expectations.”She spoke about not waiting for things to be perfect or have a planned fully flushed out, but to “test your stream” ahead of time. She also encourages new streamers to “just press go.” and “be okay with nobody showing up.”
The beauty of Twitch, she emphasized, is its imperfection. Unlike the curated world of Instagram or the fast-scroll loop of TikTok, Twitch is where creators can show up in real time, unfiltered—and still build something meaningful. “You’ll learn the language,” she said. “You’ll figure it out. It’s the Wild West—but in the best way.”
