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According to a survey conducted in June 2025, ***percent of U.S. adults aged 18 to 34 reported that they watched live stream videos several times a day. However, **percent of U.S. adults aged 35 to 54 reported that they never watched live stream videos. Only **percent of U.S. adults ** and older watched live stream videos several times a day.

Going live: meet the streamers

In May 2024, American YouTuber and gamer KaiCenat was the leading Twitch streamer worldwide – with **** million hours watched in the previous 30 days. As in the case of their audiences, most live streamers topping the ranking were men as of February 2022: less than *** in ** of the leading streamers on Twitch, YouTube, and Facebook gaming was a woman. **** was the leading female streamer on Twitch, with **** million hours between January and May 2023, while Texas-based Amouranth ranked fourth with **** million hours watched by global users in the first months of 2023. The streamer made news when she decided to join Kick exclusively, becoming the platform’s leading female streamer in July 2023 with around *** thousand hours watched during the month.

Kick positioning

Kick is a live streaming platform launched at the end of 2022 to compete with market leader YouTube Gaming and Amazon-backed Twitch. In the first quarter of 2023, Kick slid into the ranking of the most popular global live streaming platforms, with over ** million hours watched by global users. While the number remains less significant when compared to the billion hours watched generated by YouTube, as well as the **** billion hours watched cranked up by Twitch, Kick has been aggressively marketing itself as a creators’ hub in order to attract more creative talents. In mid-August 2023, the company announced the opening of their first Creator Incentive program, designed to boost emerging streamers’ popularity and increase the platform’s visibility.