In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

HelloFresh has launched a show on Twitch in a bid to expand its audience and reach Gen Zers. Featuring esports commentators and popular streamers, it's tapping into the power of parasocial relationships to help young people get more engaged with cooking as they begin setting up their homes.

Sour Patch Kids is looking to attract Gen Z's interest by partnering with Twitch streamers for a sponsored face-off onRocket League. Its Fruit Fight campaign recognises the role of snacking in gaming and taps into parasocial relationships to build stronger connections with digital natives.

Dr. K has built a following as a mental health guru on the popular video-sharing platform Twitch, conducting interviews with high-profile gamers about their personal experiences and self-care within the digital landscape. What does popularity say about health and wellness in online communities?

Twitch has established itself as the leading player in live gaming coverage, but it’s not the only thing drawing people back on a daily basis. As the platform’s content has diversified beyond esports, the interactions between streamers and viewers have made into a hub for community and discussion.