Why do we love livestreamers?

“Viewing this type of content can help adolescents learn more about others, about themselves, and about new ideas, which can help teens navigate their complex social worlds both online and offline,” said Stefanie Sequeira, an assistant professor of psychology at the University of Virginia.

Viewers also become attached to the personalities on screen. A fan of a particular gamer may care less about the gameplay and more about the streamer’s reactions to the game.

“This content can be fun and enjoyable to watch,” Sequeira said. “Teens may also form parasocial relationships with livestreamers and feel a sense of connectedness and community while viewing the livestreams.”

Stefanie Sequeira studies youths’ social behavior at the University of Virginia. (Photo by Lathan Goumas, University Communications)

The person in front of the camera, Sequeira said, may be responding to a natural desire for acceptance and popularity, not to mention financial incentives. Top streamers can pull in millions of dollars every year.

“Psychologist David Elkind has written about adolescent egocentrism, which refers to teens’ difficulty differentiating others from themselves. This results in teens constructing an ‘imaginary audience’ – teens believe that they are the focus of others’ attention, as if they are living their lives on a stage with an audience,” Sequeira said.

Some young people decide to make that imaginary audience literal. It can help a person feel special and understood.

“We also know that teens are really motivated to be liked and accepted by peers, and that social status is important during adolescence. Having a successful livestream could be a way to improve one’s social status and feel accepted,” she added.

Young people know how well-curated their online feeds are. The perceived authenticity of streamers becomes especially appealing in that environment, since it is difficult, though not impossible, to filter yourself when live on camera. That is part of why consuming the content can be risky.

“Authenticity does not mean truth, and many livestreamers are disseminating misinformation or disinformation. It’s important for teens to remember that many livestreamers do not have expertise in the topics they are discussing, and that before making any significant life changes, like in diet and exercise, it’s important to talk to a doctor or other relevant expert,” Sequeira said.

Some livestreamers show themselves engaging in dangerous behavior, like hammering their faces in the quest for better bone structure. Teens are increasingly susceptible to content like this.

“Taking some risks is important for learning and development, and risks can be positive and prosocial, like asking someone out on a date, trying a new sport, or standing up to a bully,” Sequeira said.

Others, like using drugs, are more harmful, “especially if teens feel close and connected to the livestreamer who is engaging in the behavior,” she said. “That’s why digital literacy and digital fluency are so important. We have to teach young viewers how to assess online content critically and use digital tools safely, effectively and intentionally.”

Even more innocuous content can be harmful if it leads teens to get less sleep or skip their homework. But it can also expose young people to new ideas and help them form a sense of community.

Ultimately, Sequeira said, it is peer influence, and that is not a new process.

“What’s different about livestreaming is that it increases exposure to many new people, ideas and behaviors. It’s also important to keep in mind that this content can still be edited and manipulated, and that creators typically have a goal of gaining and maintaining followers, which may mean posting content that is false or misleading, or that they do not even agree with,” she said.

Sequeira encourages people who engage with this type of content to pay attention to how it makes them feel. If a stream makes you angry or scared, it may be a sign to log off.