Personality-driven creators now dominate streaming as "Just Chatting" becomes top category
By
Alyssa Mercante
Summary
The article examines how streaming platforms like Twitch and YouTube Gaming have evolved from game-centric services to personality-driven creator ecosystems. A Q1 2026 study from Streamlabs and Stream Hatchet reveals that "Just Chatting" — a non-gaming category where streamers talk directly to viewers — has become the most-watched category across major streaming platforms. This shift highlights the growing power of personality-driven creators in the broader creator economy, as audiences increasingly tune in for the streamer's personality rather than the game being played.
Source
bskyPersonality-driven creators now dominate streaming as "Just Chatting" becomes top categorydigiday.comKey quotes
· 3 pulledHalfway through 2026, the state of streaming underlines just how dependent the category has become on big, personality-driven creators.
Streaming platforms like Twitch and YouTube Gaming were designed to showcase video games, but they've become a major spoke in the broader creator economy wheel.
Just Chatting is now the most-watched category across the major streaming platforms.
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