How Minecraft Twitch streamers are becoming the new generation of influencers

The term "cancelled" in 2021 has a much more literal meaning than it did in 2018. Because of the pandemic, basically, everything has been cancelled.

As the number of days spent in lockdown increases, a different internet niche emerges at least once a month and eventually becomes mainstream. We've gone through sea-shanty singing phases, Olivia Rodrigo phases, and now it's Minecraft’s turn to go mainstream again.

Twitch streaming and social media have given rise to a new type of content creator known as "Minecraft influencers”, following Pewdiepie's Minecraft success in 2019 (his first Minecraft video now has 47 million views).

You'd think no one would be interested in Minecraft anymore, after all, it's just a more complicated version of Lego; surely it'd become boring after a few weeks after Christmas?

The Guardian named Minecraft the best video game of the 21st century in 2019.

“You don't quit Minecraft, you just take a break,” one commentator said.

Sources: EuroGamer, Forbes, IGN, Polygon, Statista, VentureBeat.

Twitch is an Amazon-owned streaming platform, first launched in 2011, and is best known as a gaming destination. But Twitch describes itself as "the Gogglebox of live streaming."

Twitch is the new Netflix for many Gen-Zers, except their idols aren't Tom Holland or Zac Efron, but rather teenagers and 20-somethings-year-olds in their homes snacking on Doritos while live-streaming themselves playing Fortnite, or even Minecraft.

“Streaming is where someone will record their game broadcasting it via streaming platforms live over the internet,” the British E-Sport Association explained. “Streamers can add custom graphics to their stream, interact with viewers via a chat room, try to educate and entertain the viewers.”

The stereotypical image of “gamer boys” has been around for a long time. They're probably greasy-haired nerdy guys with closed curtains and irregular sleep schedules who use loud keyboards, swear at 2 am, and get told off by their mothers.

But Twitch is constantly changing. It now hosts not just video game streams and e-sports tournaments, but Bob Ross marathons and “Just Chatting” sessions.

John-Paul Jones, the Managing Editor of PlayStation Universe, said: “Twitch doesn't just let viewers watch their friends and pro gamers play, it also goes a step further by allowing them to reach out and interact with those streamers in real-time, too."

From Burberry’s live-streamed fashion show to AOC’s popular “Among Us” session, Twitch’s over 17.5 million daily active users are gaining growing attention from brands beyond the gaming world.

At only 16-years-old TommyInnit has become one of the fastest-growing streamers on Twitch -and he’s still going to college.

At first glance, you’d expect Thomas “TommyInnit” Simons to just be another streamer kid. But the reality is far from it. His energy, priceless reactions, and inappropriate jokes have endeared him to Minecraft fans across the community.

His numbers will probably increase by the time you read this, TommyInnit currently has 42,406 Twitch subscribers, 4.5 million Twitch followers, and a peak 650,000 viewership on live streams.

While the full scope income remains under wraps, TalkESport estimates his subscription revenue pulls in at least $150,000 a month (roughly £108,390). Not counting donations. Not counting his 7.3 million YouTube subscribers.

Despite his rumoured income, it's his relatability that has kept him trending. Even when thousands of fans are watching, he still gets told off by his mother for being too loud on a school night. Or stopping a stream, half-way through, to finish a forgotten college essay.

Source: Social Blade

TommyInnit is also a member of "The DreamSMP”, a Minecraft multiplayer server that focuses on role-playing with other content creators. Large scripted events can draw hundreds of thousands of live Twitch viewers.

On the DreamSMP, there have been wars of independence, betrayals, and even assassinations. You can actually watch the entire storyline from the beginning here; although currently, the estimated watch time is one week and three days.

DreamSMP updates, a fan updates account dedicated to DreamSMP creators, currently has 186K followers on Twitter and provides stream recaps. A moderator from the account said, “No one had really made any roleplay Minecraft servers before.”

“I think it's also set apart by the fact that we as a community are encouraged to interact with the plot, which adds to the immersion factor and draws in more of an audience every day.”

“This community means a lot to me because I've spent almost all of quarantine watching the content creators on the SMP. Being able to talk to others who share my interests has become an escape from the rest of the world.”

Nothing about Twitch Minecraft's popularity makes sense, but it does show how the internet is evolving into the types of content that people want to consume.

Mrs. Hinch, the cleaning influencer, made no sense until she became famous.

Joe Wicks, the fitness fanatic, now MBE, made no sense until he became famous. Twitch is another self-fulfilling content platform. People make fun of Twitch streamers, saying things like "you can't make a living playing video games", but the rise of Minecraft streamers has shown you clearly can.