Platforms like YouTube Gaming and Twitch have turned competitive and casual gaming into a massive entertainment industry, with live events attracting millions of viewers.

This economic shift has changed the nature of popular media . Because creators are beholden to their audience (not advertisers or studios), tube content is often more authentic, but also more sensationalist. The algorithm rewards high retention, which rewards clickbait titles, controversial thumbnails (featuring red arrows and shocked faces), and emotionally volatile content.

The 2026 strategy for media companies involves capitalizing on the "distribution gravity" that has consolidated inside platforms like YouTube.